Mumbai: Reckitt Benckiser (RB) has now forayed into the premium liquid laundry detergent category in India with the launch of Woolite. This is the first time that RB is bringing an innovative keratin based new detergent formula, imported from Europe to India and launched exclusively on e-commerce platforms including Amazon, Bigbasket, Grofers, Flipkart, Milk Basket, to mention a few.
RB which, at present, has operations in more than 60 countries, has a number of globally popular power brands like Dettol, Harpic, Lizol, Woolite, Mortein, Vanish, Air Wick, Veet, Durex, Strepsils, Enfamil, Nutramigen, Nurofen, Strepsils, Gaviscon, Mucinex, Scholl, Clearasil, Finish, Calgon.
“We are now rolling out one of the most technologically advanced liquid detergent brands in India. Consumers will enjoy using the product because the ingredients protect the clothes & make them look like new. We are aiming to be pioneers in the premium clothing care category, and our differentiator is the new Keratin formulation that makes it an effective solution,” said Sukhleen Aneja, Marketing Director, South Asia RB Hygiene Home.
Detergent market in India comprises brands like Ariel and Surf that falls in premium segment.While brands like Tide, Henko, and Rin are considered to be in mid-range segment and the popular segment comprises Mr White, Wheel, Nirma and Ghadi.
The market share of the detergents in the premium segment is 15 per cent, and that of the mid-range and popular are 40 per cent and 45 per cent respectively.
The detergent industry in India is estimated to be nearly Rs 13,000 crore and different industry players are continuously improving their products to suit the changing needs of consumers.