Lizol for the first time in India, launches a new innovative product “Lizol Cement Surface Cleaner“
- Lizol Cement Cleaner aims to reach out to 2 out of 3 homes in Tamil Nadu
Chennai, January09, 2020: Lizol,
the world’s No. 1 disinfectant brand from the house of Reckitt Benckiser, launched their latest innovation, Lizol Cement Surface Cleaner in Chennai
today. According to the 2011 Census,
1 in every 3 Indian households has a cement floor whereinTamil
Nadu is the largest state where 2 out of 3 homes have cement floors.
Through extensive consumer research
we found that the biggest concern faced by the Indian homemaker is the removal
of the white patches/stains found on cement floors. A cement floor is made of
calcium hydroxide which reacts with the carbon dioxide in the air forming calcium
carbonate salt on floors. This salt residue eventually settles within the pores
and crevices on cement floors and forms white stains. Generic cleaning
solutions like Phenyls and Detergents are unable to dissolve these salts leaving
the floor unclean and patchy.
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(R to L) Sukhleen Aneja, CMO &Marketing Director, RB Hygiene Home South Asia; Dr.Naveen
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The Lizol Cement floor
cleaner is a Global first and has been launched exclusively for cement surfaces
after years of extensive research. Lizol, has designed a unique 3-in-1
formula, that penetrates the porous cement floor, dissolves and eliminates
tough white stains while removing 99.9 % germs and leaves behind a pleasant
fragrance.
The post use consumer research undertaken by AC Nielsen
in nearly 300 homes saw that more than 96 percent consumers found the product to
be extremely effective on their cement floors as compared to their current phenyls
and detergents. Lizol cement cleaner addressed the issue of calcium carbonate and
consumers saw tangible results in front of their eyes.
Sukhleen Aneja, CMO &Marketing Director, RB
Hygiene Home South Asia said “The floor cleaner
category is growing at double digits and with growing urbanisation, the category
is poised to accelerate further. Being a leader in this category, we realised that
while the market is focused on tiles and marble floors, the need for most
Indian consumers having cement floors has still not been addressed. Taking our
vision to ‘Create a Cleaner World’ forward, we have launched Lizol Cement floor
cleaner to serve many more consumers. By 2020, more than 18 crore homes in
India will have cement floors with 33% homes in South India itself. We are so
confident of our product’s proven efficacy that we are introducing a 6-day money
back challenge.”
“This product is a global first and it is heartening
for the India R & D team to bring a product that is core to the Indian
homes ” says, Dr. Navin Sharma, Head- Innovation Hub at India R&D,RB
Hygiene Home. In its first phase, Lizol cement floor cleaner is
being launched across four states with the highest cement floor penetration in
India, namely; Tamil Nadu, West Bengal, Karnataka and Kerala. The
Lizol Cement Surface Cleaner will be available in two variants lemon and pine and
two different sizes - 100mland400ml. It will be available across the 4 states in
traditional trade and modern trade stores. The 100 ml trial pack is priced at
Rs. 25 and the 400 ml bottle is priced at Rs. 74.
About Reckitt Benckiser:
RB* is the global leading consumer health and hygiene
company. Driven by a purpose to build healthier lives and happier homes, RB has
operations in over 60 countries. From the foundations of wellness and infant
nutrition, to the fundamentals of a hygienic home, its global brands help
people live healthier & happier lives. RB has world leading Power brands
which include household names such as Dettol, Harpic, Lizol, Woolite, Mortein,
Vanish, Air Wick, Veet, Durex, Strepsils, Enfamil, Nutramigen, Nurofen, Strepsils,
Gaviscon, Mucinex, Scholl, Clearasil, Finish, Calgon. RB’s unique culture is at
the heart of its success. Its drive to achieve, passion to outperform and
commitment to quality and scientific excellence are manifested in the work of
over 40,000 RB employees worldwide. For more information visit https://www.rb.com/ *RB is the trading name of Reckitt
Benckiser group of companies.
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