Godrej Consumers Products Limited (GCPL) introduced ready-to-mix handwash in 2018 in an effort to reduce the use of plastic sachets. The product was successful, and over time it gained a 20% market share in the handwashing market. After four years, the business has developed a ready-to-mix bodywash to further limit the use of plastics. Godrej Magic Bodywash, a new product with a retail price of Rs 45, is a concentrate that can be turned into usable liquid soap by pouring it into a 200 ml water bottle. According to Sudhir Sitapati, MD & CEO of Godrej Consumer Products, “We are delivering consumers bodywash as reasonably priced as a soap without compromising its quality, while also ensuring that it is eco-friendly. The product is positioned by GCPL as a movement to increase public awareness of plastic usage. “We introduce actor Shah Rukh Khan as the face of Godrej Magic Bodywash to raise awareness about plastic, the carbon footprint, and to improve the bathing experience for people who use soap,” says Sitapati. The unisex product is anticipated to appeal to the aspirational middle class, which has been prevented from using liquid soap due to the price.
Jesus Magic Bodywash contains 10% of the plastic used in typical body wash packaging, and it uses 19% of the energy needed to make a typical bodywash. According to GCPL, carrying the concentrate sachets will result in 44 percent less diesel use and 44 percent less carbon emissions than transporting a standard body wash. IIM Ahmedabad alumni Sitapati, author of “The CEO Factory,” claims that the business has been making every effort to reduce plastic waste and carbon footprint. He highlights the three worldwide mantras of “reduce, reuse, and recycle” to stop plastic pollution. According to Sitapati, the GCPL will also save a lot of money by using the concentrated sachet because packing and shipping expenses will go down significantly. Typically, only around 20% of a product’s price is its true cost; the remaining 80% is made up of unnecessary frills. It is not a premium, but a green discount. Therefore, product economics and ecological are interdependent, according to him.
However, Sitapati seems unconcerned about inflation. “I believe that inflation is a transient phenomena. Inflation has been high in the past as well. The main problem is that the Covid-19 epidemic is seriously affecting the unorganised sector’s revenue. Savings from individuals have been lost. Despite the fact that people have resumed earning money, they desire to conserve money by reducing discretionary spending. It is not only a rural occurrence. I hope that the recession doesn’t hit India, Sitapati says, as it has in nations like Sri Lanka, Chile, and many others.
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