By
Tricitynews
Chandigarh
21st August:- With a focus on creating innovative products
that brings about a larger social change, Godrej Consumer Products Limited has
unveiled Protekt Mr. Magic, the first-ever powder to liquid handwash priced at
just Rs 15.
The handwash
market in India is pegged at Rs.740 crore, with the category growing at 15%.
The market estimate for handwashing soaps stands at Rs.8000 crore. However, the
penetration of handwash is very low and restricted to the higher SEC’s which is
around 20% in urban India. This means only about 2 crore households use a
liquid handwash.
Sharing his
thoughts on the launch, Sunil Kataria, CEO–India & SAARC, Godrej Consumer
Products Limited (GCPL) said that perception
of liquid handwash being expensive is a major reason behind many households not
adopting the category. We have always dreamt of a future where every home will
be able to afford a liquid handwash. Protekt Mr. Magic, the first-ever powder
to liquid handwash, is infused with natural ingredients like Neem and Aloe Vera.
With the germicidal properties of neem and the goodness of Aloe Vera, the
product is soft on hands and tough on germs. Protekt Mr. Magic’s disruptive
pricing of Rs.15 (for a sachet that can make 200 ml of liquid handwash) will
make it easy for Indian households across segments and geographies to adopt
this innovative format for a hygienic lifestyle.
Protekt Mr.
Magic is available in a single powder sachet and also in a combi pack
comprising Protekt Mr. Magic empty bottle and powder sachet. The powder sachet
is priced at Rs.15, which is one-third the cost of existing liquid handwash
refills. This can potentially reduce consumers current expense on handwashing
soaps estimated at Rs.30 to half. The combi pack is priced at Rs.35. This is
less than half the price of current liquid handwash bottle packs.
Sharing his
perspective on hand hygiene at the launch event, Dr. Samir Dalwai, Founder –
Director, New Horizons Child Development Centre & Research Foundation said
that hand hygiene, particularly, is
recognised as a highly cost-effective public health intervention, having the
potential to significantly reduce disease burden globally. Over 1.5 million
children under five die each year as a result of diarrhoea. Handwashing with
soap or liquid handwash at critical times - including before eating or
preparing food and after using the toilet - can reduce diarrhoea rates by more than
40%.
In comparison
to handwashing soaps, liquid handwash is hygienic, less messy and convenient to
use. While handwashing soap visibly becomes dirty once one has washed their
hands, every drop of liquid handwash is pure, untouched and sanitized. The disruptive
pricing of Protekt Mr. Magic makes the liquid handwash cheaper than even soap.
All these features make a far more attractive proposition for people to develop
the habit of handwashing with liquid handwash.