Godrej Consumer Products forays into organic infant care products
Biggest FMCG company Godrej Consumer Products Ltd (GCPL) has entered the baby care market with an organic line of certified products called "goodnessme".
According to GCPL CEO (India and SAARC), Sunil Kataria, the company is aiming at the rapidly increasing online baby care sector, which is projected to be worth Rs 500 crore.
"Using the goodnessme brand, we'll be able to reach a higher segment of the baby care industry. The last two and a half years have been spent on R&D (research and development) to build goods that are the only organic baby care brand in India "he went on to say.
goodstuffme is a digitally native brand that sells organic infant care products directly to consumers via its brand website and the online stores of multiple e-commerce channel partners, including Amazon, Flipkart and FirstCry.
GCPL manufactures its premium baby care brand in its Baddi, Himachal Pradesh factory, which is certified organic by ECOCERT and has launched five new items under the GCPL premium baby care brand (France).
Certified organic baby soap, oil, lotion, multifunctional cream and head-to-toe wash are all included in the line's many SKUs as well as a number of other organic baby items.
"In entering the baby care market with goodnessme, our company's brand shines out. The goodnessme skincare line has gone through the most stringent certification process set forth by ECOCERT, from ingredient sourcing to product formulations to manufacturing practises to even our product labelling "Kataria was the final person to speak.
It is estimated by Kataria that the offline and online baby care markets together will generate revenues of nearly Rs 2,500 crore, with the internet sector accounting for around half of that total.
He went on to say that the market is ready for a product of this calibre with such a distinct positioning. "We'd expand this market," he said.
When asked when GCPL will add more items in this area to its line up, he replied that the company's primary focus for the next six to eight months would be on developing these five current offerings, and based on their success, a decision would be made to add more.
"Investing in and building consumer brands of the future is Godrej Consumer Products Ltd's goal. because it's an e-commerce and digital-first company, goodnessme is a part of this concept that merges premiumization with the idea of serving a certain new-age client "he asserted,
Homecare, personal care, and hair care are just a few of the products offered by Godrej Consumer Products Limited (GCPL), a subsidiary of the 124-year-old Godrej Group.