Godrej to relaunch Vigil

Continuing its strategy of launching soaps in specific categories, Godrej Consumer will reintroduce healthsoap Vigil.

R K Sinha, vice-president (marketing), Godrej Consumer, said the product would be launched in the north, east and western markets before rolling it out in the southern market.

He also did not rule out the possibility of extending the brand to other product categories. "The Vigil brand can be extended to other categories where we can offer products on the health-benefit platform," said Sinha. He declined to comment on specific categories the company is looking at.

Vigil, the latest entrant in the Rs 1,500-crore health soap market, will have to face competition from Lifebuoy and Dettol. Sinha said the company would look at reaching 1,200 tonne sales a month in the next two years. This would put it at par with Dettol, the second biggest brand in the segment.

According to the company, the brand's strong point is that it is a grade-1 soap unlike other brands in the category. grade -I soaps have a higher proportion of total fatty matter (TFM) and hence are said to be purer and more effective.

At present, soaps contribute 65 per cent to the company's turnover. Godrej Consumer's best-selling brand is Godrej No1, which has 8.5 per cent market share.