*Cinthol is the most popular soap brand in GCPL·s

product portfolio. The birth and launch of Cinthol
Deodorant & Complexion soap took place on
Independence Day of 1952 as the first deodorant soap.
Since then, the flagship brand of Godrej Consumer
Products Ltd. (GCPL) has come a long way.

*Ever since its launch in 1952, Cinthol has been the

perfect embodiment of the expression 
 


.

*Ever since its inception, the brand has taken the

platform of a






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*Godrej Consumer Products Ltd. (GCPL) is a
major player in the Indian FMCG market with
leadership in personal, hair, household, and
fabric care segments. The company has three
state-of-the-art manufacturing facilities at
Malanpur (M.P.) Guwahati (Assam) and Baddi
and Katha (Himachal Pradesh) and Sikkim.

*GCPL is a focused FMCG entity promoted by

the over Rs.55 billion (over US$ 1.3 billion) 110-
year-young Godrej Group which has over 18,000
employees spread over 100 manufacturing
locations and offices.
*GCPL is one of the fastest growing entities in
its sectors and has consistently delivered
amongst the best results in corporate India.

*GCPL has a network of four branch offices, 32 C

& F Agents, 2,000 distributors and more than
5 lakh retail outlets cover the company·s
products.
  
*Today in the market, Cinthol has three
distinct variants, borne out of market
needs and consumer studies. Cinthol
Deodorant & Complexion soap continues
to operate in the 'healthy skin' category.
The soap offers numerous 'do-good'
benefits such as total and complete skin
protection.
*Cinthol Lime Fresh is a strong player in
the 'freshness' category. The lime extract
provides deep cleansing properties and
the excellent long-lasting lime fragrance
keeps one feeling fresh.
*Cinthol Deo Soap is the latest offering from the
Godrej stables. This new soap-on-the-block is
aimed at satisfying a latent problem: hesitation
to get close because of body odour. It has a
unique long lasting deo formula that prevents
body odour all day long. It comes in two exciting
fragrances: Cologne and Spice that keep the user
feeling fresh all day.
*Each of these sub-brands has helped extend the
durability and youthfulness of the mother brand.
£

*One of the most fiercely competitive
markets in India is the soap category.
There are scores of brands ² national,
regional, rural ² that are vying for the
attention of India's 1,100 million users.
For an Indian brand, to survive and
prosper in a complex, multinational-
dominated market doesn't just require
staying power; it requires panache. Over
the years, soap brands have proliferated in
large numbers in the Indian marketplace,
competing for the minds and budgets of
increasingly fickle consumers.
*It is in this extremely demanding and cut-throat
market that the 52-year-old Cinthol ² the flagship brand
of Godrej Consumer Products Ltd. ² has not just
survived, but prospered. Obviously, with huge income
disparities, buying power determines the brand of
choice. In a market, therefore, ranging from the urban
very rich to the rural very poor, there are soaps that fill
each of the niche needs of audiences in every socio-
economic strata.
*Today, despite the presence of global corporations, the
Cinthol brand has carved out a consumer base of more
than 17 million users (Source: NRS 2002). The soap
market in India is determined to be of the order of Rs.
41.75 billion (Source: ACNielsen - RSA 2003) and
Cinthol commands a turnover of Rs 1.05 billion (2003/04)
with a market share of 2.5% by value (Source:
ACNielsen - RSA 2003).
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