CINTHOL’S MALE EQUITY IS VERY STRONG: SUNIL KATARIA

Godrej Cinthol has announced its foray into the male grooming market with eight new products launched for the face, body, hair and beard. Sunil Kataria, CEO, India & SAARC, Godrej Consumer Products Limited (GCPL) talks about the new product line and the scope for growth in the men’s grooming category...

ON CINTHOL’S MALE GROOMING RANGE: Cinthol is one the strongest masculine brands in the country, and our male equity is also incredibly strong. There is no singlular brand that caters to the grooming needs of men today, and that is something we wanted to do with our new product line. Additionally, while most men have an inclination towards grooming themselves better, they don’t want to spend too much time on it. Therefore, our product line is an innovative and disruptive one, offering men a one-stop solution for all their grooming requirements. For example, we have a head-to-toe body wash that is suitable for the face, body and hair, simplifying their daily personal care regimen.

ON MARKETING THE NEW RANGE: As one of the most iconic brands for men in India, Cinthol’s brand positioning for the new range is all about being alive and awesome. We will be releasing our first TV commercial for the product line shortly and we will also go big on Digital and e-commerce. Moreover, since a lot of our products are disruptive, we will create content that will help consumers understand how to use our products in the best possible way.

ON GROWING THE CATEGORY: With this launch, our plan is to expand the male grooming category and increase penetration. The market size of this category is Rs 3000 crore, of which deodorants make up Rs 1800 crore. There is plenty of potential to grow in this space. We plan to leverage our strong, pan-India distributor reach for this range, with a special focus on scaling up in the modern trade and e-commerce channels.

(As told to Christina Moniz)