GODREJ CONSUMER PRODUCTS BRINGS TO MAHARASHTRA GODREJ MAGIC FLOOR CLEANER
Mumbai, June 09, 2023: In line with its value of ‘Putting Planet before Profits’, Godrej Consumer Products Limited (GCPL) unveiled Godrej Magic Floor Cleaner – a unique ready-to-mix floor cleaner that is affordable and sustainable. This product is launched exclusively for Maharashtra and is all set to revolutionize the INR 1500 crore floor cleaner category.
Godrej Magic Floor Cleaner is India’s most affordable and sustainable solution. The ready-to-mix floor cleaner comes in a convenient combi pack (bottle + refill) priced at INR 55, with refills available separately for INR 40. This is an innovative disruptor that brings down the cost of floor cleaners by approx one-third in Maharashtra. Godrej Magic Floor Cleaner provides the protection of superior disinfectant floor cleaners at the price of phenyl.
With just one small sachet, one can create a full 500ml bottle of floor cleaner, making it an affordable option for households in Maharashtra. To use, simply empty the content of the gel sachet into a bottle and add water to make the floor cleaner. With a price point comparable to local phenyls, Magic floor cleaner provides an impressive 99.9% germ protection and superior cleaning, surpassing many local alternatives.
As per Maharashtra Pollution Control Board, the state generated 311,254 tonnes of plastic in FY 2020-21. Godrej Magic Floor Cleaner addresses environmental concerns by reducing plastic waste as well as energy consumption. Compared to regular floor cleaners, it requires 94% less plastic and 72% less paper in packaging. Furthermore, its compact gel-based sachets allow for efficient transportation, resulting in 83% lesser fuel consumption and hence 83% lower carbon emissions as compared to transporting a regular floor cleaner. The format also allows 5.85 times more sachet units transported per truck. This breakthrough product empowers individuals to make environmentally conscious choices in their daily lives. By encouraging reuse and reducing wastage, the ready-to-mix format of Magic Floor Cleaner significantly contributes to environmental savings.
Commenting on the launch, Ashwin Moorthy, Chief Marketing Officer – India, Godrej Consumer Products Limited, said, “The unique ready-to-mix format of this new product not only addresses reducing plastic consumption but also caters to the evolving needs of consumers. We are excited to introduce Godrej Magic Floor Cleaner, revolutionizing the floor cleaner category with ready-to-mix format driven product. By capitalizing on our innovation-driven approach and deep understanding of consumer needs in Maharashtra, we are confident in delivering a breakthrough product that not only meets the highest standards of cleaning and germ protection but also resonates with consumers need for affordable and sustainable life-choices.”
Branded floor cleaners are gaining traction among people in Maharashtra, driven by their effectiveness and convenience. The urban penetration of the category in Maharashtra is 52% making it one of the states with the highest penetration. Godrej Magic Floor Cleaner, with its ready-to-mix formulation, presents a compelling option in this category. Offering superior value, Godrej Magic Floor Cleaner boasts a per-day usage cost (using one cap in half a bucket of water for two rooms) that is significantly lower than popular brands while delivering superior cleaning and germ protection.
Godrej Magic, from the house of GCPL, is a brand dedicated to ready-to-mix solutions. In 2018, Godrej Magic Handwash, India’s first powder-to-liquid handwash, was launched under the Magic portfolio. Expanding the range, Godrej Magic Floor Cleaner marks the latest addition to the Magic family. This launch not only reinforces GCPL’s commitment to sustainability but also inspires people to opt for planet-friendly products.
With Maharashtra as the exclusive launch market, this breakthrough product not only marks the inception of a new category but also showcases GCPL’s unwavering commitment to sustainability and affordability. Actor Anil Kapoor has been roped in as the brand ambassador for Godrej Magic Floor Cleaner and will feature in a mass awareness campaign.
