Godrej Sara Lee plans consolidation

CHENNAI: Godrej Sara Lee, a joint venture between Godrej and global giant Sara Lee, is adopting a three sixty degree communication vehicle to take its flagship brand Good Night on stronger footing in the domestic market.

The company, which is hoping to achieve a consolidated revenue of Rs 600 for the current fiscal, has roped in Bollywood actor Rani Mukherjee to be its brand ambassador for the product.

A market leader in the Rs 1,600 crore household insecticide category with a 45 % share, Godrej Sara Lee has been growing at 10 %. The world's largest manufacturer of mosquito repellent mats, has three major brands, GoodKnight, Jet and Hit.

It has unveiled the new 'Good Knight Advanced Activ + System'. The launch showcases the new vibrant face of Good Knight, promising to protect happy moments" cherished by consumers and threatened by mosquitoes. This promise is captured by the redesigned logo and new, modern, joy filled packaging.

Godrej Sara Lee Ltd MD A Mahendran told reporters, "this product showcases technological solutions that have been devised on the basis of significant co-creation work along with consumers. The result is a unique system that provides double power when needed by the consumer, thus protecting their happy moments always".

The company would be spending close to 15% of its turnover for the next three months towards brand promotion and communication.

Godrej Sara Lee which is traditionally been stronger in the southern markets, said its new manufacturing facility in Jammu and Kashmir at an estimated investment of Rs 10 crore would be in place soon. It will used mainly to manufacture mosquito coils. Mr Mahendran said the company is planing to introduce new products at various price points this year.

On the air freshner category which it had entered under the Ambipur brand, he said though category is fairly embryonic and niche, it is on an upswing.

"The growth rate is high in the air freshner category and we will make our brand more visible soon," he added.