“We are a big business for the group and we are steadily climbing the rankings. We are not in top three at the moment but potentially we are among top five countries and we are very close to it… We will be there very soon,” said Nitish Kapoor, Reckitt Benckiser’s South Asia Regional Director.
In order to achieve this target, Reckitt Benckiser India will expand its product portfolio to include vitamins, minerals and supplements under its health and hygiene business. The company plans to increase its e-commerce business, nurture its traditional retail channels, along with rural markets for enhanced sales in India. Rural sales account for 30 percent of its total sales, and the company is coming up with different packaging and smaller sizes to suit low income groups so as to further increase sales. “Contrary to what everybody is saying that rural sales is slowing down, we are definitely bullish on the rural market…Rural is our fastest growing channel,” Kapoor stated.
The company services 6500 villages in India, and it has increased its numeric distribution in urban areas by almost 20% in the last two years.
Reckitt Benckiser India’s key brands include Dettol, Colin, Disprin, Air Wick, Cherry Blossom, Harpic, Lizol, Mortein, Strepsils, Vanish, Veet, Itchguard, Ringguard, and Moov, reports oneindia.com.