New plant for Dettol in Uttranchal
31 March 2006
Chennai: The Rs1,000-crore turnover Reckitt Benckiser (India) Limited, also referre d popularly as the Dettol company, is setting up a new plant in Uttranchal at an investment of around Rs60 crore.
According to Chander Mohan Sethi, chairman and managing director, the new plant is expected to go on stream this December and will make the entire Dettol range of products Dettol liquid antiseptic, Dettol soap, Dettol liquid hand wash, Dettol body wash and is expected to generate around Rs400 crore revenue during the first year of operation. Presently the Dettol range of products generates a turnover of around Rs300 crore. Out of this, the traditional brown liquid Dettol contributes a lion''s share.
On the effectiveness of brand extension to other categories like soap, hand wash, and body wash, which are clearly cosmetic products unlike the liquid Dettol antiseptic that is known for protection against germs, Sethi said, "Dettol as a brand, regardless of the segment stands for germ protection. Even with the change in perfume, the brands core attribute remains unchanged."
The company kicked off the Dettol Surakshit Parivar (the Dettol-protected family) programme in Chennai to promote hygiene practices in the family. Under this programme, the company would conduct separate programmes for new mothers, school children and at hospitals. During this programme 12 lakh mothers in six metros will be given a baby care booklet in local languages. They will also be given free sample of Dettol antiseptic liquid. For the school students, the company will stress the importance of hand wash to three lakh students.
According to Sethi, washing hands with a hand wash liquid is more hygienic than using a soap in a public place.
And finally reaching out to the hospitals, the company would teach the nurses about the different illness causing bacterias / viruses and ways to keep the environment free of them.