Dettol in India: Be 100% Sure

One brand that has consistently maintained its position in the top 10 Brand Equity’s Most Trusted Brand Survey for 10 continuous years is Dettol. Every Indian household is familiar with Dettol today which is in the market for more than 70 years now. It is the best hygiene product manufactured by Reckitt Benckiser. The firm derives almost half of the 2,000 crore turnover from the brand.

Dettol's Market Share
Revenue share of Dettol

Indians basically relate Dettol with the antiseptic liquid which was launched in the 1930’s. Since 1990, there has been many additions in the company –  Soaps to liquid handwash and bodywash, from hand sanitisers to plasters and shaving creams.

Dettol in Rural Areas

Urban areas are the main contributors to the brand’s success, but Reckitt now plans to takes it to rural areas with smaller packs and lower price. For example, 35 gram of soap is priced at Rs.7 in rural areas while a 70 gram costs nothing less than Rs.19 and a 120 gram for Rs.31 in the urban areas.

The company plans to win consumers through consumer awareness programmes highlighting the concept of cleanliness and the need to fight germs to increase their penetration in the rural market.

Branding Strategy

Dettol has positioned itself as a 100% germ fighter with complete protection and control for the entire family as its core value. The company focuses well in its advertising strategy. Right from the 1960’s, its advertising strategy has helped in educating its consumers on their need for protection from germs.

Dettol Products
Dettol Brand Extension

The advertising theme used by the brand conveys a mother who plays a predominant role towards care and protection of the entire family. In the recent Dettol advertisement, punchline- “Dettol Daily Care-24 hour protection against germs” was a god branding strategy with this new concept of ‘Daily Care’.

The company has provided attention towards promotion of various Dettol brands. Recently, Dettol launched the “No Touch Hand Wash” targeting a niche segment. This has helped it emerge as a market leader in liquid handwash market as well in India with a market share of almost 61%.

dettol market share
Leadership of Dettol in liquid hand wash segment