Wipro to take on Godrej’s Ezee
Wipro Consumer Care and Lighting is intensifying its focus on the fast-moving consumer goods (FMCG) business in India. The company has entered the fabric-wash category and in a bold move taken on delicate fabric-wash category market leader Godrej Consumer Products (GCPL).Wipro Safewash, a neem-enriched mild liquid detergent ideal for washing soft fabrics such as wool and natural fabric such as silk, has been pitted against Godrej Ezee. According to Anil Chugh, senior vice-president, Wipro Consumer Care, liquid detergents are a big category in developed markets and going forward, the Indian market too would follow suit. “With consumers moving up the value chain, we feel the demand for niche products such as liquid detergents is bound to increase. But Indian consumers look for value-for-money products, and therefore products offering good quality at a reasonable price would survive in the long run,” Chugh said.
In addition to the competitive price of Rs 110 for a 1 kg pack of Wipro Safewash, the company is also offering a super-saver 2-kg pack for Rs 160. “We have always provided best value to the customer. In this category, we have also engineered our cost in such a manner that the customer gets best quality at the right price” Chugh said. In comparison, Ezee from the Godrej stable is priced at Rs 130 for a 1-kg pack. Wipro Consumer Care’s strongest competitor in the fabric-wash category is Godrej’s Ezee, which was launched way back in 1983 for special clothes and delicate garments.
GCPL has stayed away from the mass end of the detergent market and extended the equity of its heritage brand Ezee. Wipro may not enter all segments of the fabric-wash market. “We will like to be in niche profitable segments of fabric care,” Chugh said.
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