Godrej Consumer Products
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| Company type | Public company |
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| NSE: GODREJCP BSE: 532424 | |
| Industry | Consumer goods |
| Founded | 2001 |
| Headquarters | Mumbai, Maharashtra, India[1] |
Area served | India |
Key people | Adi Godrej, Chairman Vivek Gambhir, Managing Director[2] |
| Products | Cleaning agents Personal care products |
| Revenue | ₹37.93 billion (US$480 million) (2010–11)[1] |
| ₹4.81 billion (US$60 million) (2010-11)[1] | |
Number of employees | 1,200 (2012) |
| Parent | Godrej Group |
| Subsidiaries |
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| Website | godrejcp |
Godrej Consumer Products Limited (GCPL) is an Indian consumer goods company based in Mumbai, India. GCPL's products include soap, hair colourants, toiletries and liquid detergents. Its brands include 'Cinthol', 'Godrej Fair Glow', 'Godrej No.1' and 'Godrej Shikakai' in soaps, 'Godrej Powder Hair Dye', 'Renew', 'ColourSoft' in hair colourants and 'Ezee' liquid detergent. GCPL operates several manufacturing facilities in India spread over seven locations and grouped into four operating clusters at Malanpur (Madhya Pradesh), Guwahati (Assam), Baddi- Thana (Himachal Pradesh), Baddi- Katha (Himachal Pradesh), Pondicherry, Chennai and Sikkim.[3]
History
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The consumer products business was part of the erstwhile Godrej Soaps Limited (GSL) and was demerged into Godrej Consumer Products Limited in April 2001, pursuant to a scheme of demerger approved by the Honorable High Court of Judicature, Mumbai, dated 14 March 2001.
Acquisitions
GCPL has bought out foreign companies such as Keyline Brands Limited (United Kingdom) in 2005, Rapidol (Pty) Limited in 2006, and Godrej Global Mid East FZE in 2007 and the joint venture with SCA Hygiene Products AB, Sweden in 2007.
GCPL owned a 49% non-controlling share in Godrej Sara Lee Limited (GSLL), an unlisted joint venture between the Godrej Group and Sara Lee Corporation USA, as of early 2010. In May 2010, it acquired Sara Lee's 51% controlling share.
In 2010, Godrej made several acquisitions, including Indonesian firm Megasari[4] and Tura.[5] In addition, Godrej entered Latin America with the acquisition of Issue Group and Argencos in Argentina, and later acquired Cosmética Nacional, a Chilean company.[6]
In 2015, Godrej announced it had fully acquired a 100% equity stake in South African hair extensions firm Frika Hair.[7]
Business categories
GCPL operates in the domestic and international markets in the 'personal and household care' segment. Some of the categories are soaps, hair colourants, toiletries and liquid detergents. In 2012, it made an entry into fast-growing air freshener category by launching a new fragrance product "aer" in the market.[8]
Competition
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- In the soaps category, GCPL brands compete with 'Lux' and 'Lifebuoy'- Hindustan Unilever Limited, 'Nirma' – Nirma.
- In the hair colours category, its products compete for market share with 'Black Rose' ‘Super Vasmol' and 'L’Oreal'.
- Competitors in shaving cream category are 'Gillette', 'Palmolive' and 'Old Spice'.
- GCPL's talcum powder brands, compete with 'Ponds'- Hindustan Unilever and 'Denim'.
- In the liquid detergent category GCPL brands 'Ezee' and 'Genteel', compete with 'Safewash- Wipro' and 'Surf Excel- Hindustan Unilever Limited'.
Manufacturing facilities
GCPL operates several manufacturing facilities in India spread over seven locations and grouped into four operating clusters at Malanpur (Madhya Pradesh), Guwahati (Assam), Baddi- Thana (Himachal Pradesh), Baddi- Katha (Himachal Pradesh), Pondicherry, Chennai and Sikkim.[3] Further, its manufacturing facilities located abroad in South Africa produce a range of personal care products and hair colour products.
Sales and distribution network
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GCPL has a widespread distribution network across India. It makes sales in both urban and rural markets, enabling it to benefit from the opportunities in both segments. It has a sales team of over 250 staff spread across the country. It has a network of 33 C&F agents and as on 29 February 2008. It had 1,247 distributors, 142 super stockists and 3,175 sub stockists to support the sales team in India. Its distributors and sub stockists cover around 650,000 retailers in India.
GCPL has linked its major distributors in India through a system called 'Sampark', a collaborative planning, forecasting and replenishment system with its ERP system leading to reduced inventory levels.
Research and development
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GCPL's R&D departments focus on developing new products, standardising new analytical methods[clarification needed] and finding cheaper and more abundant alternatives to key raw materials. Through this research and development centre, GCPL continuously interact with consumers to obtain feedback on its products and information obtained is leveraged to complement new product development activities. The Godrej Research & Development Centre is recognised by the Department of Science and Technology, New Delhi.
Size of the company
As of 30 November 2013, it employed over 1,349 full-time employees.[citation needed]
References
- ^ a b c "FY 2010-11 Results".
- ^ a b http://www.godrej.com/godrej/Godrej-ConsumerProducts/contactus.aspx?id=381&menuid=2293.
{{cite web}}: Missing or empty|title=(help) - ^ Bose, Nandita (17 March 2014). "Godrej Consumer buys Indonesian firm Megasari". Reuters. Retrieved 6 April 2010.
- ^ "Godrej acquires Nigerian beauty business Tura". Financial Express. 14 March 2010. Retrieved 17 March 2014.
- ^ "Godrej makes yet another aquisition in Latin America". 29 January 2012. Retrieved 17 March 2014.
- ^ "Frika buyout to be EPS-accretive: Godrej Consumer Products". Money Control. Retrieved 6 January 2014.
- ^ "Ambitious Godrej sniffs growth opportunity in air fresheners". 10 July 2012. Archived from the original on 28 May 2013. Retrieved 15 June 2016.
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