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Extending leadership
in our core categories
and geographies

Goodknight Fabric Roll-On comprises a revolutionary formula that repels mosquitoes instantly

Strategic Priority

Extending leadership in our core categories
and geographies

Capitals Impacted
Risks
  • Macroeconomic factors
  • Exchange rate volatility
  • Competitive market conditions and new entrants to the market
Enablers
  • Focused 3 by 3 growth strategy
  • Growth potential in priority markets
  • Superior-quality, affordable products that provide great value
Key Focus Area
  • Building leadership in hair care, home care and personal care in Asia, Africa and Latin America
Value created

We have enhanced value creation through organic and inorganic growth and in line with our 3 by 3 growth strategy. Consequently, Social & Relationship Capital, measured in leadership market positions, category penetration and consumption rates, has improved. This has led to our Financial Capital metrics being strengthened.

Our multi-local strategy translates into serving diverse geographies, consumer preferences and socio-economic contexts. As a result, we have significantly diversified our Human Capital. Today, we have over 12,000 team members across 19 countries. We continue to build diversity as a competitive advantage.

In line with our approach to democratising categories, we are making world-class products available at affordable prices. We do this through ramping up our design-driven innovation capabilities and Intellectual Capital, measured through patents, brand valuation and R&D investment

Our
Globalisation
Strategy

Our globalisation strategy (called ‘3 by 3’) has been very deliberate. Guided by this, over the last decade, we have created significant value through M&A and established strong beachheads in three categories (home care, hair care, and personal care) in three emerging geographies (Asia, Africa, and Latin America).

A BROAD EMERGING
MARKETS PORTFOLIO

In fiscal year 2008-09, 22 per cent of our overall revenues came from international businesses. In fiscal year 2018-19, it is 46 per cent, with Indonesia and Africa accounting for 39 per cent. To drive more focus on emerging markets, in 2018, we divested our UK business.

Geography Salience (FY09)

Geography Salience (FY19)

A FOCUSED APPROACH
TO CATEGORY CHOICES

We have moved from an over 50 per cent soaps portfolio in 2009 to a more balanced and strategic category portfolio. Today, we have three core categories: household insecticides, personal wash, and hair care. We have entered into a new category to serve the hair care needs of African women. Air care, which we forayed into a few years ago in India, has now become the fourth global category for us.

Category Salience (FY09)

Category Salience (FY19)

DIVERSIFIED CATEGORY
PORTFOLIOS WITHIN
GEOGRAPHIES

India (FY19)

Indonesia (FY19)

 
 

Africa, USA and Middle East (FY19)

A PORTFOLIO OF
POWER BRANDS

₹ 1,000 Crore+

₹ 500-1,000 Crore

₹ 250-500 Crore

Top 10 brands contribute ~70% of revenue

STRENGTHENED BRAND
POSITIONS ACROSS
KEY MARKETS AND
GEOGRAPHIES

  • >3/4 of portfolio comprises category leaders
  • Gained market share in ~70% of portfolio in the
    last 2 years

Range of home care and personal care products, household insecticides, hair colour, liquid detergents, soaps and air fresheners

  • #1Household insecticides
  • #1Air fresheners
  • #1Hair colour
  • #2Soaps

Source: Management estimates

PERSONAL CARE

Cinthol, built on the high-energy proposition of ‘alive is awesome’, with premium international fragrances and innovative designs

Godrej No.1, a leading Grade 1 quality soap offers ‘Nature’s way to beauty’

Godrej protekt, a delightful, differentiated and efficacious range of products across health, wellness and personal protection

 

HAIR CARE

Godrej Expert, India’s largest selling hair colour, democratises hair colouring with disruptive products

Godrej Nupur, India’s largest Henna brand, offers a great hair colouring experience with the goodness of natural ingredients

Godrej Professional, a range of professional colour, care and styling products created especially for Indian hair, including revolutionary ammonia-free fashion shades

BBLUNT’s range of shampoos, conditioners, hair colours and styling products are especially created for Indian hair and weather

 

HOME CARE

Goodknight, India’s most trusted and highly penetrated mosquito repellent brand, protects happy moments with innovative, affordable products

HIT’s powerful and efficacious products kill disease-causing pests that threaten the wellbeing of your family

Godrej Ezee, India’s largest selling liquid detergent, keeps your woollens soft and shiny, ensuring you and your family look your best

 

AIR CARE

Godrej aer, a delightful range of air fresheners, enhances spaces and delivers superior fragrances in great designs

Range of products across hair extensions, hair care, hair colour, personal wash, home care and household insecticides

  • #1Ethnic hair colour
    (Sub Saharan Africa)
  • #1Hair extensions
    (Sub Saharan Africa)
  • #3Caucasian hair colour
    (South Africa)
  • 00Leader in wet hair care
    (USA)

Source: Management estimates

Darling, the leader in hair extensions in Sub Saharan Africa, enables the unstoppable African woman to always look trendy and on-point

TCB Naturals’ everyday hair care gives African women the confidence to go out and shine in life’s every moment

MegaGrowth celebrates strong African women whose hair is their crown; makes hair strong from the inside and beautiful from the outside

Just For Me, an expert and the leader in hair care for kids, offers the Curl Peace range of natural ingredient-based products for easy care for kinks, curls and coils

African Pride Moisture Miracle, with premium natural ingredients and superior formulations, democratises moisture plus care for natural hair

Inecto, South Africa’s number 1 tried and trusted hair colour, with its easy-to-use, affordable, quality colours, is perfect for every adventure

Renew’s colour-sure technology offers quality and guaranteed colour, while nourishing hair

Range of household and personal care products - household insecticides, air fresheners, hair colour and wet wipes

  • #1Household insecticides
  • #1Air fresheners
  • #1Wet wipes

Source: Management estimates

HIT, the leader in household insecticides, offers peace of mind to health conscious Indonesian mothers through effective, safe and innovative solutions to insect problems

Stella, the leader in air fresheners, spreads happiness in Indonesian homes with long-lasting, memorable fragrances and irresistible formats

Mitu, the number one player in baby wipes, brings joy to motherhood with its innovative, yet simple and practical solutions

NYU empowers Indonesian women with the freedom to transform without fear through accessible products with tangible results

Range of hair colour, hair care, depilatory products and colour cosmetics

  • #1Hair colour
  • #1Depilatory products
    (Chile)
  • #1Hair fixing sprays**
    (Argentina)
  • #3Hair styling products*
    (Argentina)

Source: *Nielsen, **Scentia

Issue is the friend you can rely on for everything; innovative hair colour and care products, with the best quality at the best price

Roby helps you express who you are through high-quality
styling products

Ilicit, Chile’s leading hair colour, offers a range of high-performing colours, emphasising to Latin American women that they ‘deserve to shine’

Millefiori, built on the empowering proposition of ‘never stop’, has a wide range of innovative, natural ingredient- based products

Pamela Grant, with a legacy of over 70 years in makeup, skincare, fragrances and hair colour, makes beauty more accessible because ‘together, we are Conscious Beauty’

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ACCELERATING
INNOVATION AND
BUILDING PURPOSEFUL
BRANDS