FMCG major Reckitt Benckiser today said it has tied with consumer electronic appliances maker LG to promote 'Finish' detergent brand by creating awareness about dishwashers in India.
"Reckitt Benckiser, the leading FMCG Company in the world has joined hands with LG to increase the penetration of Dishwashers in India," the company said in a statement.
Dishwasher market is still in its nascent stage and the key for success is increasing the penetration of dishwashers in association with leading white good manufacturers, it added.
"We are pleased to announce our strategic alliance with LG to spread awareness about dishwashers and to educate the consumer by organising numerous outreach programmes across metros and mini metros," Reckitt Benckiser India Ltd Chairman and Managing Director Chander Mohan Sethi said.
With hectic lifestyle and fast paced life, consumer of today is looking for convenience in India. As a result, the dishwashers segment is growing in the country and this gives us the confidence to initiate our recent endeavor, he added.