Intellectual
Capital
Financial
Capital
Accelerating our innovation pipeline, democratising categories, and creating new vectors of growth continue to be key to our success. Building on our strategic priorities in innovation and Research & Development across geographies has resulted in the creation of significant Intellectual Capital and stronger long-term Financial Capital metrics.
India
Indonesia
Africa
We marked our foray into the floor
and toilet cleaners segment in India
with the launch of ProClean
As category leaders, our strategy is to ramp up innovation-led growth and find new ways to disrupt our categories. Democratising categories to make them more affordable and accessible, while creating superior-quality, delightfully designed products, is particularly important given our focus on emerging markets.
The COVID-19 pandemic accelerated product development and led us to create new engines of growth. Our key priority has been to develop affordable and effective products that directly cater to the hygiene needs of our consumers and communities.
We launched over 10 new products across five categories in India. We developed an entire range of home and personal hygiene products as part of our Godrej protekt range and diversified into the floor and toilet cleaners segment with the launch of a new brand, ProClean.
Our Indonesia business built Saniter into a strong ₹150 crore brand by offering our consumers a range of hygiene essentials. From hand wash and sanitiser to soap, which we developed for the first time ever in Indonesia, we have expanded into a diverse portfolio in 12 months.
In Chile, we launched Bidex, a new range of sanitisation products that cater specifically to out-of-home hygiene needs. In Argentina, the USA, and Africa too, we introduced new hygiene products, including hand washes and hand sanitisers.
Our all-new Godrej
protekt range in India
Goodknight Naturals,
our e-commerce
first innovation
Given our focus on premiumisation, we are also experimenting with cutting-edge technology. Following the launch of India’s first smart air freshener, we opened up the space for affordable and advanced connected devices in FMCG. Building on emerging trends in health and wellness, we incubated premium portfolios in organic baby care under our goodness.me brand and 100 per cent natural household insecticides with the Goodknight Naturals range.
To tap into the growing significance of e-commerce as a channel, we have new products specifically co-created and launched as e-commerce first products.
Goodknight Power Shots
marks our foray into the
household insecticides
category in Africa
We follow a multifaceted process of design thinking, consumer centricity, and market analytics to accelerate, populate, and deliver our innovation pipeline, enabling us to reimagine our brands and create new ones. We continue to ramp up capabilities, invest significantly in Research & Development, and cross-pollinate learning and products across geographies. We launched Goodknight Smart Spray in India, the first aerosol in household insecticides to be formulated without gas.
We also leveraged our learnings in household insecticides from India and Indonesia, where we are market leaders, and forayed into the category in Africa with the launch of Goodknight Power Shots. Built on a revolutionary ‘stay inside, spray inside’ proposition, it completely transforms the way insecticides have been used in the sub-continent.
In South Africa, our Inecto brand launched a range of vibrant conditioning colours to attract and strengthen brand connect with a younger consumer base.
Our integrated RIDE platform brings together key functions involved in new product development. Through this structure, we are able to drive dynamic innovation and ensure agile execution.
Our central innovation team leads new product development in global categories across India, Indonesia, Africa, and the USA. They also offer strategic thinking input for brand architecture and facilitate cross-pollination of ideas and processes, while tracking trending patents and new technologies in consumer goods.
Our state-of-the-art global Research & Development centre at our global headquarters in Mumbai, is supported by local Research & Development centres in our different geographies. We have global, local, and category-specific Research & Development teams who partner across geographies and share learning opportunities.
At our in-house global design lab, we integrate design thinking and transform product capabilities. While this is usually a capability outsourced in FMCG, we have chosen to build it internally and make it a competitive advantage. The lab comprises highly skilled graphic and industrial designers from across geographies who collaborate on projects.
Inside our Research & Development
and Design Labs
We have a two-pronged approach that is in-house and collaboration based. Through the former, we leverage internal expertise and know-how to deliver high-quality products. The latter is focused on external, tried-and-tested technologies, which when combined with our in-house expertise, scale, reach, and equity, help us create truly memorable and relevant products.
We are using our different strategic global partnerships, including those with Bayer AG, Sumitomo Corporation, Kanekalon, and Firmenich, to leverage various cutting-edge technologies and processes.
We continue to upscale our product portfolios which are crafted primarily with natural ingredients. This includes Godrej No.1 and Cinthol, our leading soap brands in India, which are made with vegetable oils, and our natural household insecticides products, Goodknight coils, incense sticks, fly spray, liquid vapouriser, and personal mosquito repellent. Our hair colour portfolio in India includes brands such as Godrej Nupur, which is a henna-based hair dye. Together, these brands contribute close to 45 per cent of sales revenue in India.
Our brands in Africa (TCB, MegaGrowth, and African Pride) and Indonesia (Stella and Mitu) have variants that include natural ingredients such as aloe vera and almond. More recently, we launched a certified organic baby product range in India, goodness.me.
Our Goodknight Naturals
range of household insecticides
Goodness.me, our baby care brand,
is crafted from the finest
natural ingredients
This has been our busiest year for innovations, focused on developing essential products to serve our communities and making them available in record time. It has helped us accelerate our innovation pipeline and expand our hygiene portfolio across eight countries with the development of localised brands such as Godrej protekt in India, Saniter in Indonesia, and Bidex in Chile.
Our focus continues to be on fostering a conducive environment for continuous experimentation and prototyping to create a culture of thought leadership and lateral thinking. Our RIDE team collaborates with cross-functional teams from across marketing, sourcing, demand planning, and logistics to drive these disruptive on-time innovation projects. Being ‘whole brained’ enables us to leverage contrary approaches, encourage disruptive thinking, and create amazing products.
