'Dettol Surakshit Parivar' initiative launched

Chennai, Mar 30 (UNI) Dettol, the flagship brand of Reckitt Benckiser (India) Limited (RBIL), with over 80 per cent market share in the liquid antiseptic category, announced the launch of 'Dettol Surakshit Parivar' initiative today.

Addressing a press conference to launch the programme, aimed at advocating good hygiene practices, here, RBIL Chairman and Managing Director Chander Mohan Sethi said there were three keys to the initiative, namely the new mother programme, school handwash and the hospital programme.

The company was embarking on the programmes, in association with the Indian Medical Association.

Presenting an overview of the initiative, Mr Sethi said the programme would cover 12 lakh new mothers, three lakh school children and 250 hospitals across the country.

In the first phase, six metros would be covered, he said adding the new mother programme, included four lakh new mothers across the southern cities of Chennai, Bangalore and Hyderabad.

The profile of hospitals and schools targeted for the initiative which involved a spend of Rs five crore this year were the C and D household segment, besides government hospitals.

Of the Rs 1,000 crore RBIL's turnover, one-third came from the Dettol brand. ''We are the fastest moving FMCG company barring the food segment players.'' Citing a survey done by A C Nielsen, Mr Sethi said it had a strong share in the health soap category with 18 per cent plus share and a 60 per cent in the liquid handwash category.

To a query, he said the company had 1.9 million outlets and 30 per cent of sales were from rural India.

He said over 16 per cent of the turnover of RBIL was spent towards brand building efforts.

UNI HV ROY 1530