Reckitt Benckiser has transformed Dettol from being an antiseptic liquid to one of the largest brand franchises in India. Dettol antiseptic liquid itself holds close to 50% market share, leaving its competitors far behind, as per Nicholas Hall’s DB6 Global OTC Database 2019. The brand is strategically leveraging its core benefit to become a brand which now holds more power in contributing to the country’s cleanliness index. Coupled with Lysol and Harpic, the three brands have emerged as key contributors to the company’s sales in India -  Dettol contributes 60% while Harpic and related brands contribute 10-15% of the sales as per media reports. During last year’s Dettol Harpic Banega Swachh India (BSI) campaign, it was revealed that 10,000 schools across 7 states were reached ad the aim was to touch 2.5 lakh schools during the year. The program claims to have added approx. $500,000 to the national economy by reducing the cost of diarrhoea and reduction in diarrhoea cases (5%) in children. The initiative with Apollo will now also facilitate treatment in addition to preventive care. The success of the brand can be attributed to a multi-pronged strategy comprising on-ground activation programmes for behaviour change, the launch of low unit packs, collaboration with NGOs for sanitation infrastructure, co-promotion of hygiene brands Lysol and Harpic. The brand is testimony to the fact that the product + service business model can take a brand to new heights – innovation and collaboration with key facilitators as well as consumers are the key success factors  (the recently launched range of Dettol Co-Created with Moms is indeed one of its kind).  

Our consumer healthcare conference will cover topics like these which is scheduled for 5^th December this year, exploring the theme of “In tune with the Digital Consumer” Join us to hear and interact with market leaders who have explored such unique strategies to reach out to consumers and build sustainable brands. To know more details, write to us at conference@cubex.co.in

E-pharmacies on Thursday told the Delhi High Court that they do not require a license for online sale of drugs and prescription medicines as they do not sell them, instead they are only delivering the medications akin to food-delivery app Swiggy.

The e-pharmacies told a bench of Chief Justice D N Patel and Justice C Hari Shankar that just like Swiggy does not require a restaurant license to deliver food, they do not require any license to deliver medicines to customers who purchase drugs online.

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Sanfe, a feminine hygiene brand, has launched #RedDot campaign to normalise period pain talk for women.
The campaign intends to generate widespread awareness around the discomfort caused by a period pain in the life of women and how it restricts them from reaching new heights in various walks of life

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Charak Pharma’s cough brand Kofol has been recently extended with a chewable format for which an interesting print ad was released with focus on children. The communication focuses on treating cough with Kofol and not missing school due to it. The ad also mentions key claims like quick relief from cough, on-the-go usage, ayurvedic and zero side effects to draw consumers’ attention. The past print ad mentioned about the brand’s appealing taste and leveraged its doctor equity. Leading brands in the OTC segment focus on offering different solutions such as Benadryl’s variants for dry cough and congestion whereas Torex is promoted by celebrities. Kofol could garner more attention by focusing on the benefits of its new chewable format.

 
Nutrabolt partners with content creator Scott Mathison

After previously announcing a partnership with social media star Demi Bagby, Nutrabolt has decided to join forces with another face.

The company announced that it has partnered with trainer, high-performance athlete and content creator, Scott Mathison.

“I’m always moving and always training,” Mathison said. “So I’m beyond stoked to partner with two leading sports nutrition brands: C4, which gets me going for my workouts inside the gym and keeps me going outside it, and XTEND, which helps me recover from the intense training sessions.”

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Grove Collaborative debuts Honu vitamins

Grove Collaborative, a digital-first brand and e-commerce platform for natural home and personal care products, is diving into the wellness space.

The San Francisco-based company has launched Honu, a line of specially formulated vitamins and supplements.

Featuring simple and such descriptive names as “Gut Check” and “Grounded,” Honu looks to simplify the vitamin game with its 10 easy-to-identify products that span across the energy, digestion, sleep and immune system support areas.

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