RB India forays into liquid detergent segment

New Delhi, May 26: Consumer health and hygiene RB India (erstwhile Reckitt Benckiser) has entered into the liquid detergent segment in the country with its global brand Woolite launched exclusively through the e-commerce channel.

It plans to bring more global brands in home hygiene space going forward.

“E-commerce is a full medium and spread across all the cities and allows you to rest products that are premium. E-commerce as a channel is growing and allows us to launch products exclusively for the online space. If it ( launch of liquid laundry brand through E-commerce) succeeds it will open flood gates for us to bring more products from our global portfolio,” Sukhleen Aneja, marketing director, South Asia RB Hygiene Home told .

When asked if the company will also look at offline distribution channels like modern trade and general retail trade, Aneja said: “Our strategy is to sustain on e-commence first and then we may look at offline distribution as well at a later date”.

Aneja said the company is looking at competing in the premium laundry detergent space and aims to achieve a significant market share in the Indian market.

RB’s innovative keratin based new liquid detergent formula will be imported from Europe to India. The product is currently available across all the e-commerce platforms including Amazon, Bigbasket, Grofers and Flipkart.

RB’s other popular brands include Dettol, Harpic, Lizol, Mortein, Vanish and Veet.