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There has been a surge in demand for hand washes, hand sanitizers and masks spurred by the rise in the number of positive Covid-19 cases in India.  (Photo: Pradeep Gaur/Mint)
There has been a surge in demand for hand washes, hand sanitizers and masks spurred by the rise in the number of positive Covid-19 cases in India. (Photo: Pradeep Gaur/Mint)

Companies ramp up production, marketing of hygiene products

  • FMCG companies such as Dabur and HUL are also stepping up efforts online to run awareness campaigns
  • Hindustan Unilever Ltd (HUL) said it has redoubled efforts to educate consumers about proper hygiene habits

NEW DELHI : Fast-moving consumer goods (FMCG) firms are raising the supply of personal care and hygiene brands, and doubling down marketing efforts amid a surge in demand for products spurred by the rise in the number of positive Covid-19 cases detected in India.

Mumbai-based Godrej Consumer Products Ltd (GCPL) said it has upped production of its hand wash and hand sanitizer brand. “We have ramped up production of Protekt hand wash and sanitizers in our units as well as through our vendor partner units," said Sunil Kataria, chief executive officer, India and Saarc, GCPL. It has also started a strong digital campaign to create awareness about the regimen of washing hands regularly as it helps prevent spread of viruses.

Hindustan Unilever Ltd (HUL) said it has redoubled efforts to educate consumers about proper hygiene habits. HUL sells brands such as Lifebouy soaps and hand sanitizers, and Domex floor cleaners.

Companies are also stepping up efforts online to run awareness campaigns. “Dabur is running a series of awareness campaigns across digital platforms, social media and mainstream media to educate the public about how to keep themselves safe from coronavirus," said Mukesh Mishra, marketing head, healthcare, Dabur India. Dabur Chyawanprash, ImmunoDab and Giloy Ghanwati have been running campaigns to drive awareness about staying protected, he said.

On Wednesday, HUL advertised in national newspapers for its Lifebouy brand of soaps, hand wash and hand sanitizer. HUL also published a precautionary advertisement at the onset of the Covid-19 crisis.

There is adequate supply of ITC Ltd’s Savlon brand of hand washes, soaps, antiseptic liquids and sanitizers, said Sameer Satpathy, divisional chief executive, personal care products business, ITC.

Disinfectants were seeing a surge in demand too, Vikas Bagaria, founder and managing director PeeSafe told Mint. The company that makes masks, hand sanitizers and toilet seat sanitizers said orders were up 400% since Monday evening.

Reckitt Benckiser that sells the popular Dettol brand of cleaning and home hygiene products declined to comment on its efforts to push its brand amid the coronavirus scare. However, globally, Dettol has launched multiple marketing initiatives, including listing out details on the coronavirus on its website for the brand in the UK.

The Himalaya Drug Company said it is ramping up supply as well. “We are ramping up our production to match up to this country-wide demand that will help people take precautionary measures," said Philipe Haydon, CEO, the Himalaya Drug Company.

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