Procter & Gamble Home Products Ltd (P&G) recently test-launched its fabric odour
cleaner, Febreze, in Chennai. Mr. V. Shankar, associate director of marketing said that
the product, the first of its kind in the country, doesn''t suppress odours like air
fresheners or perfumes do. It completely eliminates odours trapped in fabrics permanently.
to him, P&G is creating a new category in the domestic home care industry with this
product. While there are stain removers and cleansers in the market, there is no product
to remove the odours present in fabrics and difficult-to-wash items such as upholstery,
bedding, car seats, curtains and carpets.
The company plans to target car owners, households and institutions such as hotels,
hospitals, airlines and garment shops, where the use of fabrics/upholstery are higher. The
company will be test marketing the product first in Chennai, Coimbatore and Madurai. Based
on the response, the product would then be marketed on a national scale.
Febreze, introduced first in US and later in Europe, Australia and Japan, clocks global
sales of $ 350 million. In order to have a wider Asian presence, P&G has launched the
fabric odour remover simultaneously in India, Thailand, Singapore and Malaysia.
P&G will currently importing the solution and decide on manufacturing the product in
the country only based on the market response.
Febreze comes in two pack sizes of 400 ml and 200 ml, priced at Rs 160 and Rs 110 respectively. When asked about the
negligible price difference between the two packs, Mr Shankar responds that the product is
to be used daily and consumers would be benefited if they buy the bigger pack. In case of
institutions, the company may consider supplying in bulk.