Last quarter, Narasimhan had said the brand gained 430 basis points in market share during the first half of 2020. It overtook rivals like Unilever’s Lifebuoy and Lux in the local soap market.
In the sanitation and home hygiene space, two of its flagship brands — Lysol and Harpic — performed well. “In India, we witnessed continued uptick for Harpic,” he said during an earnings call.
At least 20 million additional households in India are now using the brand, compared to the same period last year. With Lysol, Reckitt Benckiser gained share in the floor disinfectants market.
Dettol, along with other hygiene-related brands like Lysol and Harpic, contribute over 60 per cent to the firm’s revenues in India.
Its leading brand in the men’s contraceptive segment — Durex — also gained market share in India.
Despite having a portfolio that suits the growing needs among consumers for hygiene-related goods, Reckitt Benckiser had to realign its business with the new normal. “Our markets have been redefined by the pandemic. Dettol is a renowned brand for decades and we launched it in 19 new markets during the quarter,” he said.
With an increasing number of consumers shifting towards online purchases, Reckitt Benckiser registered 50 per cent growth in its e-commerce channel over the last year.
The pandemic’s arrival had provided the much-needed tailwind for Reckitt Benckiser in India. Despite it betting on the Swachh Bharat mission, its sales remained muted till 2017-18.
Data available with the Registrar of Companies
shows that in spite of multiple attempts to promote the brand, Reckitt Benckiser’s India revenue grew a meagre 1.77 per cent year-on-year to Rs 5,814 crore in FY18 from Rs 5,711 crore in FY17. Filings for FY19 could not be accessed.