To leverage the equity of the Fem brand, Dabur India has launched a hand sanitiser under the Rs 100-crore brand. Fem Safe Handz will add to the current roster of face bleach and hand wash available under the Fem umbrella. Like most players in this segment, Dabur’s entry is a natural extension of its hand wash product, say analysts.
Targeted at mothers and kids on-the-go, the company is banking on Dabur’s strong health track record and moisturising and fragrance properties of the product to drive sales. “We will test market the product at cosmetic and chemist channels in Delhi and Mumbai, and will unveil the product pan-India in the next few months,” says Gunjan Pandey, head, marketing (body care), Dabur India. The product, available in lemon and blossom flavours, is priced at Rs 49 for 50 ml and Rs 89 for 100 ml packs.
Dabur is the most recent contender in the instant hand sanitiser category, which has seen increasing action in the last two years. A segment in its infancy — market estimates peg it at Rs 20-25 crore — has seen several FMCG behemoths flexing their muscles lately. This has helped grow the segment rapidly.
While Reckitt Benckiser’s Dettol claims it has the strong equity of its antiseptic soap on its side, arch rival Hindustan Unilever is betting on the 100-year-old ‘germ kill’ proposition of Lifebuoy to take lead in the segment. Brands like Himalaya Drug Company’s Pure Hands, Godrej’s Protekt, Wipro’s Chandrika, and Johnson & Johnson’s Clean & Clear too are vying for space in the consumer’s handbag.
And these companies are using consumer education to recruit new users to the category. For instance, Godrej Protekt ran the Freedom to Touch campaign last year where a van circulated in locations like railway stations, shopping malls and colleges in key metros to generate consumer awareness. “Himalayan Drug Company tried sampling where dispensers were placed at airports and corporate offices to increase visibility,” says Ramakant Sista, marketing manager, Himalayan Drug Company. HUL’s Lifebuoy bottles are also spotted at airport locations and Café Coffee day outlets. Dabur too will invest heavily in sampling to build awareness for Safe Handz.
Why does this segment hold promise? “Disease threats such as swine flu and SARS have given impetus to the category. Now rising awareness about health and personal hygiene promoted by consumer goods companies and the media will be the primary growth drivers in this category,” explains Abhishek Malhotra, vice-president & partner, Booz & Company.
Analysts, however, say premium pricing might restrict mass adoption. “To gain volumes, companies have to price the product more competitively. This will happen once the segment gains momentum,” explains Manoj Menon, analyst (consumer), Kotak Institutional Equities.
Observers point out use — and therefore sales — of hand sanitisers will increase during an epidemic scare and adoption will happen among specific consumer groups, but overall the category will operate in the niche segment. “As a country, we do not have a culture of preventive care; so achieving widespread usage of such a product will be difficult,” believes Anand Halve, founder, chlorophyll Brand & Communications Consultancy.
