The first ready-to-mix body wash has been released in India by Godrej Consumer Products (GCPL). Godrej Magic body wash, which positions itself as a sustainable product, uses its distinctive pricing to try to appeal to a wider demographic than just the small but vocal environmentalist sector.
The innovation, which costs Rs 45, offers itself as a solution to consumer problems as well as environmental issues. Comparatively to a traditional body wash, it uses just 16% less plastic in the packaging, 19% less energy during production, and 10% less energy than a typical soap bar. Due to the gel-based sachets’ compact size and lightweight, more sachets may be delivered in each truck, which results in 44 percent less diesel consumption and 44 percent fewer carbon emissions than when a standard body wash is transported. Consumers prefer switching from soap to body wash because they believe it is better for their skin, but high prices are the main deterrent.
The cost of a single gel sachet is Rs 45, while a combi-pack is Rs 65. This not only makes it significantly less expensive than other body washes but also comparable in price to soap. The Head Toe wash (190 ml) from Godrej Cinthol costs Rs 150. The prices of its rivals’ products are significantly greater. For instance, the cost of a 250 ml bottle of ITC’s Fiama shower gel ranges from Rs 150 to Rs 170. Similar to this, the cost of Nivea’s 250 ml body wash ranges from Rs 150 to Rs 200. The same amount of Dove body wash costs Rs 125 as well. “It has been a great union, where we are thinking about the consumers as well as the environment,” says Somasree Bose Awasthi, CMO, of GCPL.
Environment-friendly goods are typically more expensive and therefore only available to a specific market. Making them a mass-market item is hindered by the expense. Every family that uses soap is the target market for this product, or 100% penetration. According to Awasthi, the business wanted the idea of converting a sachet into a huge container to apply to handwash, body wash, and any other products in the future. “The goal has been to market the notion. Putting them under various brands would have undermined the offer as a whole. People can associate with a single brand across categories so much easier when they are focused on using less plastic and more magic, he claims. As the brand ambassador, actor Shah Rukh Khan (SRK) will appear in a widespread awareness campaign.
The brand’s desire to position itself as “massy” also influences the choice of brand ambassador. Over the next three years, GCPL will invest Rs 100 crore in projects to increase public awareness. It has planned several initiatives to raise awareness and carry out research to develop more of these items.
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