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Godrej to introduce Good Knight brand in Africa

STEADY FORAY:After India and Indonesia, Africa will be GCPL’s main focus.— File Photo  

FMCG major Godrej Consumer Products Ltd (GCPL) plans to roll out mosquito repellent brand Good Knight in Africa as part of its plan to expand presence in the continent.

“We will be rolling out brand Good Knight in Africa over the next couple of months. We will be focussing on Africa in a big way,” GCPL Business Head India and SAARC, Sunil Kataria, told PTI.

While he did not elaborate on whether GCPL will sell the entire range of products under the Good Knight brand in Africa, Kataria said: “We are going to cross pollinate a lot of ideas from various markets and decide about the strategy for Africa.”

After India and Indonesia, Africa will be GCPL’s main focus, he said.

Kataria said being a company with a global presence, GCPL is applying learnings from one market to another with modifications to suit the local market and the same strategy will be applied for Good Knight in Africa too.

“We have started taking learnings from India and Indonesia markets to Africa, which is our next focus for our home insecticides business for us,” he said.

In Indonesia, GCPL has brand Hit, which is its largest strategic brand.

“Indonesia is a very big market for home insecticides (HI) for us and we are successfully doing lots of innovations there. Good Knight fast card was initially in Indonesia under Hit Magic name. We took our learning from the Indonesian market and modified it for India,” Kataria said. GCPL has also been selling the Good Knight brand in Bangladesh and Sri Lanka for the last 6-7 years, he said, adding that the Good Knight fast card was launched in Sri Lanka six months back.

“We keep on cross pollinating ideas from India and keep pipelines to all neighbouring SAARC countries Nepal, Sri Lanka and Bangladesh which are very critical,” he said.

GCPL had a standalone sales of Rs 4,369.25 crore in India in FY15 and around 45 per cent was contributed by the HI category.

“Overall Fast Card is 10 per cent of our HI business,” he said, adding that the company would focus on the rural markets with its non-electric products in HI category. — PTI

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Printable version | Mar 8, 2021 2:17:53 AM | https://www.thehindu.com/news/cities/mumbai/business/godrej-to-introduce-good-knight-brand-in-africa/article8522070.ece

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