FMCG conglomerate, ITC Ltd has forayed into the hand sanitiser segment with the launch of Savlon pen sanitizer spray. The move diversifies the company’s hygiene portfolio, which currently has antiseptic liquid, hand wash and soap.
Its brand Savlon is standing up against the RB India-owned hygiene brand Dettol, which is the leader in the hand hygiene market, trailed by the Hindustan Unilever-owned Lifebuoy and Godrej Consumer Products Ltd’s brand Protekt.
Sameer Satpathy, chief executive, personal care, ITC Ltd said, “The rising number of urban commuters has led to an increase in the need for out-of-home hygiene solutions such as hand sanitisers. Since our primary target group is kids, we have created the product in a pen format, which can fit inside a pencil box. The spray bottle also allows dosage control and reduces product wastage.”
Savlon which was acquired from Johnson & Johnson in 2015, is responsible for the ITC’s decision to enter into the sanitiser category following the company’s decision to turn Savlon into a Rs 500 crore brand.
Satpathy also added, “Savlon is a strong health and hygiene brand. We expect to outgrow the category with innovative product solutions, leveraging our strengths in brand building and distribution.”
The product will be available in a small pen format priced at Rs 49 for a 9 ml bottle promising 100 sprays. The 55 ml bottle is priced at Rs 77.