In a bid to strengthen, integrate and consolidate its overseas business, FMCG major Godrej Consumer Products Ltd (GCPL) has appointed Shashank Sinha as the president of its international business.
Sinha, with over 20-years of experience in the FMCG sector, has handled key roles in consumer durable giant Reckitt Benckiser and Sara Lee Corporation with global responsibility for the Kiwi shoe polish brand.
At GCPL, Sinha will oversee its international business, that comprises Godrej Africa, Godrej Nigeria, Godrej Argentina, GCPL Saarc, Keyline Brands and Megasari Makmur (Indonesia).
While each of the international companies will have their respective chief executives, they would all report to Sinha, who will be based out of Mumbai.
"I am very excited about my role at GCPL. My first priority would be to integrate all the overseas business and turn them profitable by deriving synergies from each market. Focus will be on developing and emerging markets," Sinha told reporters here yesterday.
Talking about GCPL's 3X3 strategy that is focusing on Asia, Africa and Latin America in three categories - haircare, personal wash and home care, Sinha said the company's focus would be to leverage its fundamental proposition in markets with significant consumers at the middle and bottom of the pyramid.
He also said the company, though has no plans of re-branding the product line it has in these six markets, will look at cross-pollination of products.
Godrej, that had its first acquisition in 2005 with UK-based Keyline Brands, currently has over more than 25 brands such as Cuticura, Inecto, Touch of Silver, Rapidol, Kinky, Tura, Hit, Fogo, Stella, Wetties, Shock and Polytex, among others, across the three categories.
Sinha further said that GPCL is expecting around 35-40% of revenues to come from its international business in FY 11 as against 18% in FY 10.
