ITC acquired Savlon is preparing to enter the Rs. 600 crore handwash market to compete against Reckitt Benckiser and Hindustan Unilever.
Dettol and Lifebuoy currently are the market leaders in handwash market with over 50 percent and 25-30 percent share respectively.
The new initiative by ITC to compete with Dettol and Lifebuoy through the introduction of handwash sashes under Savlon brand for just Rs 5 per sashe. The company has set the target to make Savlon Rs 500 crore brand in near future.
According to Sameer Sathpathy, Savlon has grown almost 3 times since its acquisition from Johnson & Johnson 2 years back.
ITC to expand the Savlon in categories like antiseptic liquid, soaps, and hand wash. The company is targeting to expand the distribution channel and make the product available at new stores including unconventional outlets.
ITC has already spread the awareness of Savlon through its Savlon Swasth India Mission with the objective maximum hygiene through handwash.