Enthused by their FY09 results, industry captains of the FMCG sector, ITC Personal Care, Godrej Consumer Products Ltd (GCPL) and Dabur India , are chalking out fresh growth strategy to pump up volumes in the Rs 9,500-crore personal care sector. ITC is gearing up to foray into new categories to reach out to a wider target audience this year. The company is also sharpening its focus on aggressive marketing in both rural and urban markets across the country.
With increasing competition, the market dynamics will soon change in the personal care sector in India, predict analysts. "To gain a competitive edge in this sector, FMCG majors are looking at new launches and aggressive marketing plans in FY10. The economic recession has not impacted this sector till now," said an industry analyst based in Mumbai.
On GCPL's game plan, Adi Godrej, chairman of the Godrej Group said, "Our core focus is on aggressive growth strategy for our FMCG business in FY10. We are concentrating on small packs of soaps (Rs 5) and sachets of hair colour (Rs 10) to build customer base and pump up volumes in rural areas and small towns."
Amit Burman, vice chairman of Dabur India said the company is investing in brand building and advertising plans to promote its Fem Care and Gulabari range in FY 10. "We are in the process of integrating our acquired brand Fem Care with our personal care range. Our core strategy is to promote our Femcare and Gulabari brands this year," he added.
On the subject of growth, Sandeep Kaul, chief executive, personal care products business, ITC, said, "We are in the process of developing new categories as well as new products in existing categories. 'Consumer insight based innovation' will be the key fulcrum driving our consumer engagement strategy," explained Kaul. ITC personal care products include Fiama Di Wills, Vivel range of hair care products and soaps and Superia .
According to Kaul, ITC will invest in all aspects of brand building to promote personal care brands. Given the portfolio, marketing to consumers in rural markets as well as urban markets is a key strategy driver," he said.
Meanwhile, Hindustan Unilever Ltd (HUL) is promoting its flagship brands in shampoos and skin care products. To do so HUL has recently launched a high-voltage television campaign to promote its new shampoo variant 'Clear'. Created by Lowe India, the television campaign features cine star Shilpa Shetty who for the first time appeared on a HUL campaign.
With relatively new entrants ITC and Dabur who formally entered the market just last year, competition seems to be gearing up in the Indian personal care sector in FY10.
War paint
Consumer Products and Dabur India are chalking out growth strategy to pump up volumes in the Rs 9,500-crore personal care sector
is gearing up to foray into new categories to reach out to a wider target audience this year
is promoting its flagship brands in shampoos and skin care products
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