GCPL ensures a safe and hassle-free pilgrimage for people at Kumbh Mela 2019

13 February 2019

World's biggest religious gathering Kumbh Mela has started from January 15, at Prayagraj (erstwhile Allahabad). This nearly two-month-long (January 15 to March 4) religious congregation is expected to see 130-140 million pilgrims and tourists. A major chunk of these devotees are known to come from across India, including rural and small towns. To make their experience a safe and comfortable one, Godrej Consumer Products Ltd (GCPL), the largest homegrown home and personal care Company in India, has rolled out multiple initiatives of its brands such as Goodknight Power Chip, Godrej Protekt Mr. Magic, Godrej No.1 and Godrej Nupur. 

GCPL has in recent past launched many product innovations that are democratizing categories like household insecticide, hair colors and hand wash not only in urban but also in rural and small towns of India. To strengthen connect with pilgrims from these regions; the company’s brands have created multiple avenues across city to drive their proposition to visitors at Kumbh. Moreover, to break away from the brand clutter in the main commercial area of mela, GCPL has also expanded its activity avenues to hotels that are spread across the city. 

Speaking on the company’s vision behind these initiatives at Kumbh Mela, Mr. Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd (GCPL), said, “As the largest home-grown home and personal care company, GCPL aims at being present across all relevant consumer touch points to engage with consumers in a personalized manner. Kumbh Mela is amongst the largest religious pilgrimage of faith facilitating an emotional connection with people. Be it Goodknight Power Chip giving protection from mosquitoes, Protekt Mr. Magic that offers hand hygiene, Godrej No.1 or Godrej Nupur, all brands are seamlessly integrated to empower pilgrims and ensure a memorable experience for them at the Kumbh Mela.” 

As part of the hotel initiative, Goodknight Power Chip has tied up with 25 hotels across Prayagraj (Allahabad) to offer devotees at Kumbh, a stay at a hotel, protected from mosquitoes. Over 800 rooms of partner hotels have the Goodknight Power Chip pre-plugged in the rooms. Goodknight Power Chip, a revolutionary product with the power of 100 coils, ensures complete protection from mosquitoes to guests. To ensure sustained protection for complete mela period, a promoter team makes weekly visits to hotels for refurbishment of chip and machine. This entire service is being offered in the hotels on a complimentary basis for entire Kumbh period. Presence of the product in room is giving the brand an opportunity of generating product experience for consumers. The initiative is also promoted through customized branded collaterals like hotel façade branding, reception tent cards and door tags in each room. 

Further, on the way leading to snan ghats, GCPL has created dedicated brand zones. These zones are managed by a team of promoters who engage the consumers through brand thematic activities. In one such zone made for Godrej Protekt Mr. Magic hand wash, a wash basin unit has been set-up wherein visitors can wash their hands using Godrej Protekt Mr. Magic hand wash. Additionally, near snan ghats Godrej No.1 and Godrej Nupur Henna based hair color have also done branding of female changing rooms to enhance brand visibility amongst core audience.

 

ABOUT GODREJ CONSUMER PRODUCTS 

Godrej Consumer Products is a leading emerging markets company. As part of the 121-year young Godrej Group, we are fortunate to have a proud legacy built on the strong values of trust, integrity and respect for others. At the same time, we are growing fast and have exciting, ambitious aspirations. Today, our Group enjoys the patronage of 1.15 billion consumers globally, across different businesses. In line with our 3 by 3 approach to international expansion at Godrej Consumer Products, we are building a presence in 3 emerging markets (Asia, Africa, Latin America) across 3 categories (home care, personal wash, hair care). We rank among the largest household insecticide and hair care players in emerging markets. In household insecticides, we are the leader in India, the second largest player in Indonesia and are expanding our footprint in Africa. We are the leader in serving the hair care needs of women of African descent, the number one player in hair colour in India and Sub-Saharan Africa, and among the leading players in Latin America. We rank number two in soaps in India and are the number one player in air fresheners and wet tissues in Indonesia. 

But for us, it is very important that besides our strong financial performance and innovative, much-loved products, we remain a good company. Approximately 23 per cent of the promoter holding in our Group is held in trusts that invest in the environment, health and education. We are also bringing together our passion and purpose to make a difference through our 'Good & Green' approach to create a more inclusive and greener India. 

At the heart of all of this, is our talented team. We take much pride in fostering an inspiring workplace, with an agile and high performance culture. We are also deeply committed to recognising and valuing diversity across our teams.