Godrej Consumer’s Ezee: Capturing Market Growth in Liquid Detergent Segment
In a world where the adoption of liquid laundry detergent is steadily on the rise, Godrej Consumer has emerged as a key player with its winterwear liquid detergent brand Ezee witnessing robust growth this fiscal year. Shilpa Suresh, Head of Marketing for Home Care at Godrej Consumer Products, sheds light on the brand’s journey and strategies for expansion.
A Pioneer in Liquid Detergent Innovation
Ezee, the brainchild of Godrej Consumer, holds the distinction of being one of the first large-scale liquid detergents introduced in India approximately 25 years ago. Over the years, it has carved a niche for itself by catering to the specific needs of consumers when it comes to caring for winterwear. Suresh highlights, “Ezee has been experiencing strong double-digit growth, making it a formidable player in the market.”
Accelerated Growth Trajectory
In a surprising turn of events, Ezee has witnessed a significant uptick in growth this fiscal year, surpassing historical trends by a remarkable 300 basis points. Across both general trade and modern trade channels, the brand has recorded a sales growth of approximately 15-17% compared to the previous year. What is even more impressive is that a staggering 75% of the brand’s sales come from the general trade channel, indicating a strong foothold in the market.
Innovative Marketing Strategies Driving Growth
The introduction of access packs priced at ₹5 and ₹10 in recent years has been a game-changer in boosting the brand’s adoption rates among consumers. To further enhance accessibility, the company has rolled out a convenient 1 kg refill pack priced at ₹199, alongside the 1 kg bottle priced at ₹225. Suresh emphasizes, “Despite Ezee’s penetration being at just one-fifth of the total market in core regions, there is immense untapped potential for growth. As market leaders, it is our responsibility to not only expand our own brand but also drive growth in the overall category.”
Refreshing Brand Image and Product Offerings
To catalyze growth and stay ahead of the curve, Godrej Consumer recently revamped the Ezee brand with a superior formulation. By offering a range of price points to cater to diverse consumer segments, including access packs and larger packs, the brand continues to experience upward momentum in the market. Suresh affirms, “Our strategic focus remains on nurturing a culture of innovation and customer-centricity to sustain our growth trajectory.”
Market Potential and Segment Size
While the overall liquid detergent category in India stands at around ₹2,500 crore, the winter-specific liquid detergent segment accounts for roughly ₹350-400 crore of this market. With an evolving consumer landscape and changing preferences, Godrej Consumer is poised to tap into this burgeoning segment and further solidify its position as a frontrunner in the liquid detergent market.
As the demand for liquid laundry detergents continues to surge, Godrej Consumer’s Ezee stands out as a testament to innovation, quality, and consumer-centricity. With a strategic focus on expanding market reach, enhancing product offerings, and fostering brand loyalty, the company is well-positioned to capitalize on the growing opportunities in the liquid detergent segment.
