Henkel India, a leading player in the country’s FMCG industry, said it is expanding its air freshener product offerings as it aims to double its share in the estimated Rs 55-crore market.
Henkel, which has clocked a sales of about Rs 500 crore in India mainly through its home cleaning products, is now expanding its ‘Renuzit’ brand of room sprays by launching car fresheners, continuous air instant fresheners and super odour neutralisers.
“We started marketing Renuzit in India with room sprays and sold them exclusively through the modern trade channel but are now entering the growing car freshener and continuous air freshener market with innovative consumer offerings,” said Debashis Das, category manager (laundry and homecare division) of Henkel India.
He said Henkel has been able to garner an average market share of 10 per cent across supermarket chains. “We are looking at garnering 20 per cent shares in modern trade stores over the next couple of years,” Das added. “The air freshener market is only Rs 55 crore market but is growing at around 30 per cent,” he said adding that the company is looking to expand its retail presence.
Das, however, said Henkel would seek to consolidate its existing range before going for any further diversification of the portfolio.
The company is targeting the premium and upper-end segment of customers. Henkel’s Renuzit range include aerosol sprays (five varieties), adjustable continuous air fresheners (four), cars fresheners (two) and super odour neutralisers (two).
“We distribute the Renuzit range only through major department store chains...As the consumer has a chance to experience the product,” said Ranju Kumar Mohan, who is Henkel India’s vice-president for marketing (laundry and homecare division).