Mumbai: As part of its strategy to strengthen e-commerce business with digital-first brands, Godrej Consumer Products Limited (GCPL), a leading emerging markets company, introduced three new digital-native product innovations under its leading brands such as Godrej Ezee, Godrej Protekt and Goodknight. The three new launches are single-use laundry capsules – Godrej Ezee Detergent Pods; Godrej Protekt All-in-1 Dishwasher Tablets that combine the benefits of dishwasher detergent, rinse aid and dishwasher salt and; Goodknight Anti Mosquito Bed Nets. The new launches are in categories of detergents (laundry and dishwashing) and home care. All three products can be purchases only via e-commerce platforms.
GCPL is building a strong backbone, to leverage the data-rich environment of e-commerce to its full potential. COVID-19 has accelerated digital adoption across shoppers, making them opt for direct-to-consumer (D2C) channels which offer more convenience. Recent shifts in consumer behavior also indicate a strong preference for online buying. This has prompted brands to exclusively launch products on e-commerce platforms like Amazon, Big Basket and Flipkart.
Commenting on the digital-first strategy, Sunil Kataria, Chief Executive Officer – India & SAARC, Godrej Consumer Products Limited (GCPL), said, “One of the emerging consumer needs across product categories is high efficacy with great convenience. The widespread acceleration in digital adoption has propelled our digital ambitions. To tap into the growing significance of e-commerce as a channel, GCPL has launched Godrej Protekt All-in-1 Dishwasher Tablets, Godrej Ezee Pods and the Goodknight Anti Mosquito Bed Nets. We are innovating to offer such niche products created exclusively as e-commerce first products.”
GCPL has set up an independent e-commerce business unit with separate P&L accountability and fully functional capabilities across sales, marketing, innovation, and supply chain. The latest digital-native launches across Godrej Protekt, Godrej Ezee and Goodknight, experiment with premium niche categories and aim to scale up their direct engagement with customers through direct-to-consumer (D2C) channels.