With a focus on creating innovative products that brings about a larger social change, Godrej Consumer Products Limited has unveiled Protekt Mr. Magic, the first-ever powder to liquid handwash priced at just Rs 15.
The handwash market in India is pegged at Rs.740 crore, with the category growing at 15%. The market estimate for handwashing soaps stands at Rs.8000 crore. However, the penetration of handwash is very low and restricted to the higher SEC’s which is around 20% in urban India. This means only about 2 crore households use a liquid handwash.
Sharing his thoughts on the launch, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Limited (GCPL) said, “Perception of liquid handwash being expensive is a major reason behind many households not adopting the category. We have always dreamt of a future where every home will be able to afford a liquid handwash. Protekt Mr. Magic, the first-ever powder to liquid handwash, is infused with natural ingredients like Neem and Aloe Vera. With the germicidal properties of neem and the goodness of Aloe Vera, the product is soft on hands and tough on germs. Protekt Mr. Magic’s disruptive pricing of Rs.15 (for a sachet that can make 200 ml of liquid handwash) will make it easy for Indian households across segments and geographies to adopt this innovative format for a hygienic lifestyle.”
Protekt Mr. Magic is available in a single powder sachet and also in a combi pack comprising Protekt Mr. Magic empty bottle and powder sachet. The powder sachet is priced at Rs.15, which is one-third the cost of existing liquid handwash refills. This can potentially reduce consumers current expense on handwashing soaps estimated at Rs.30 to half. The combi pack is priced at Rs.35. This is less than half the price of current liquid handwash bottle packs.
In comparison to handwashing soaps, liquid handwash is hygienic, less messy and convenient to use. While handwashing soap visibly becomes dirty once one has washed their hands, every drop of liquid handwash is pure, untouched and sanitized. The disruptive pricing of Protekt Mr. Magic makes the liquid handwash cheaper than even soap. All these features make a far more attractive proposition for people to develop the habit of handwashing with liquid handwash.
