NEW DELHI: Godrej Consumer Products Limited (GCPL) forayed into the home cleaning products segment by launching Godrej ProClean, a brand that provides surface cleaning and disinfecting solutions. The brand offers three products including ProClean Toilet Cleaner, ProClean Bathroom Cleaner and ProClean Floor Cleaner. ProClean aims to cater to the rising demand for home hygiene products especially in the current context where there is an emphasis on products that offer protection against germs. The brand’s USP is its ‘best quality at the best price’ offering.
The market size of home cleaning products (branded floor, toilet and bathroom cleaners segment) is pegged at Rs 2600 crore, as per AC Nielsen. Due to increased awareness about cleanliness and hygiene, consumers are opting for products that will enable them to keep their homes clean and germ-free. This is likely to fuel further growth of the home cleaning products category in the coming days. Consumer preferences have also shaped the demand for durable, new-age products as against the traditionally used cleaners like phenyl.
GCPL CEO - India & SAARC Sunil Kataria said, “Indian consumers are becoming more hygiene conscious. Demand for cleaning products continues to grow due to consumer alertness concerning the importance of hygiene and the spread of infectious diseases. Our main objective to launch Godrej ProClean, is to create a home cleaning brand that evokes trust, ensuring best quality at the best price.”
He further added, “ProClean is a one-stop home cleaning, hygienic solution for everyday use. It offers 99.99 per cent germ kill while ensuring value for money pricing in branded segments through its consumer offers. At GCPL, we are committed to creating delight for our consumers by prioritizing hygiene, safety and germ protection, and our new launch is another step towards reinforcing this commitment.”
Godrej ProClean provides consumers with one-stop home cleaning, hygienic solutions for everyday use. The three ProClean products come with the proposition to kill 99.99 per cent germs. The toilet and bathroom cleaner comes with the proposition of removal of toughest stains and floor cleaner comes with the promise of long-lasting fragrance (available in 2 variants).
