Reckitt to kick off 'greener ways to clean and save'

NEW DELHI: Reckitt Benckiser, maker of Dettol and Harpic, is kicking off an exercise to re-label all its products with a ���green panel������informing consumers on optimal usage and how to best dispose of products.

The exercise will be implemented globally across all markets in phases where Reckitt has a representation in. It kicks off this year.

But in India, the re-labelling exercise is expected to take shape after a year since the usual practice is to follow production cycles six-eight months in advance. In addition, it will also involve a substantial cost, though details of the same are not available. The implementation in India will happen in the second phase of the exercise. A Reckitt Benckiser India spokesperson said: ���The exercise is global but specific time lines for India have not yet been firmed up.���

The exercise will form a substantial part of Reckitt���s overall marketing and below-the-line spends. In India within the FMCG space, Reckitt Benckiser is the second biggest ad spender after Hindustan Unilever.

The move is in line with the company���s ���Carbon 20 programme������an internal guideline aimed at reducing total carbon footprint of Reckitt products by 20% by the year 2020. Reckitt CEO Bart Becht said in a statement: ���By following guidelines on the packs, consumers can cut energy and water use and save money while making an impact on climate change.���

In addition to re-labelling the product packs, all television advertising of Reckitt products will be adapted to highlight the exercise. The company proposes to use the strapline������greener ways to clean and save���.

The ���green panel��� initiative will be backed by extensive in-store promotions. The on-pack information will be labelled across all products on how to use and dispose off products.

���The exercise, called ���our home, our planet���, is aimed at helping consumers to reduce the carbon footprint of products they use,��� the company said in a statement.