Henkel aims for large slice of household cleaning products mkt

FMCG major Henkel India Ltd is planning a big expansion of its household cleaning product segment with the introduction of a 360 degree marketing and advertising campaign and adoption of the latest foam cleaning technology.     

The company, which ventured into the segment with the launch of its 'Bref' brand of power and toilet cleaners earlier this year, is now targeting a 25% share of the estimated Rs 226 cr 'branded specialty' hard surface cleaners market and a 10% share of the Rs 147 cr toilet cleaner market by the end of the current fiscal.     

"The Indian hard surface cleaners market is to the tune of Rs 226 cr and growing at 18 % annually, while the toilet cleaners segment with a market size of Rs 147 cr is showing year-on-year growth of 35%.

Our target is to have 25 % of the total market in the former and 10 % of the later by the end of March 2009," Henkel India Ltd Category Manager (Laundry and Homecare Division) Debashis Das told .     

He said the company has been able to garner around a 16% share in the southern states in the power cleaner category so far with the Bref brand.     

"We introduced the Bref brand in India after its successful run in over 30 countries worldwide. It is one of our major international brands," Das said.     

The new products were developed with a specially designed foam application technique and works on the foam sticking to the dirt and dissolving itself.     

The company has also used its nozzle trigger technology for converting liquid into foam (over which it has a global patent) for the Bref products.     

The company is also launching a 360 degree advertising and marketing campaign to spread its footprints in the Indian market.