KOCHJI:
Godrej Consumer Products Limited (GCPL), a leading emerging markets company, is reshaping the Indian laundry care category with the introduction of Godrej Fab. The product is a high-performance liquid detergent here to redefine the laundry experience. Exclusively launched in Southern India, Godrej Fab is available at an attractive price point of INR 99 for a one-litre bottle, thus offering a good quality product at almost half the cost compared to other liquid detergents in the market.
Additionally, a convenient 100ml sachet is available at just INR 10, providing double the quantity than competing liquid detergents. Be it for consumers opting for Bucket wash or machine washing, Godrej Fab eases the chore of doing laundry, transforming it into a gratifying experience.
Commenting on the launch, Ashwin Moorthy, Chief Marketing Officer – India, Godrej Consumer Products Ltd (GCPL), said, “Godrej is a pioneer in the liquid detergent category with Ezee – dominating the market in North and East with its winter specialist credentials. From household insecticides; hair colour to soaps, Godrej Consumer Products has always democratised categories. With Godrej Fab, too, we are leveraging our expertise in the liquid detergent category and making it accessible to everyone, thereby democratising access to quality laundry care.”
He further added, “The liquid detergent category is one of the fastest growing categories. This growth is due to increased household penetration of washing machines across South. Consumer awareness and adoption of liquid detergents is also growing with features such as easily soluble format, quality wash experience and more fragrance compared to powder detergents. Godrej Fab will further support the growth of the category by catering to
consumers who seek an enhanced laundry experience at a competitive price point.”
The liquid detergent category is one of the fastest growing categories in India’s FMCG sector. The growth of liquid detergents is spearheaded by the Southern region that commands close to half of overall nationwide sales. Amongst Southern states, Kerala is an emerging market for the liquid detergents category.
With the current levels of penetration, Kerala indicates immense potential for growth. GCPL’s entry into the rapidly expanding liquid detergent market is poised to reshape consumer preferences in laundry category and establish a new benchmark for excellence in the Kerala’s laundry care segment. Godrej Fab offers a superior laundry experience at consumer’s convenience by effortlessly dissolving in water, leaving no residue after minimal rinsing, preserving vibrant colors, and ensuring fresh, fragrant clothes post-wash. It is suited for bucket wash, semi-automatic and fully automatic top load washing machines.
As GCPL embarks on this journey to redefine how Indians approach laundry, the company remains steadfast in its commitment to innovation, quality, and accessibility. Godrej Fab’s launch in South region is a testament to GCPL’s dedication to ensuring that every household can enjoy the benefits of premium liquid detergent without compromise.
