Godrej acquires makers of Swastik soap, Genteel detergent

Strengthening its portfolio in personal and household care segment, FMCG major Godrej Consumer Products (GCPL) today said in a filing with the BSE  that it had acquired the 'Swastik' and 'Genteel' brands for an undisclosed amount.

The company said that it has acquired 100 per cent stake in Naturesse Consumer Care Products and Essence Consumer Care Products, owners of the Swastik and Genteel brands respectively, from Muskan Projects.

''The acquisition further strengthens our commitment to India as being one of the key drivers of our revenues and profits,'' said Adi Godrej, chairman, GCPL.

Swastik has two soap brands, Shikakai and Neem, while Genteel is the second largest liquid detergent brand after GCPL's Ezee, the filing said.

Ezee, a winter care brand for woolens, has a market share of 70 per cent. The acquisition of Genteel will further extend GCPL's market share further.

GCPL managing director A Mahendran, said, ''The acquisition extends our leadership in the specialty liquid detergent category and consolidates our number two position in the personal wash category in India.''

Godrej had also recently acquired international companies including the Latin American Issue Group in May, Indonesia's Megasari in April, Africa's Tura in March 2010, Rapidol and Kinky, among others.