Rajaram Consumer Care invests INR 40 crores to launch their Health and Hygiene portfolio
Mumbai : Noticing the increased demand for Health and Hygiene products propelled by the pandemic, Rajaram Consumer LLP, a wholly-owned Subsidiary of Rajaram Solvex Ltd, is bolstering their Health and Hygiene product portfolio by entering into the homecare segment with the launch of
in-house brands of Dishwash Liquid – Orna, Surface Disinfectant Liquid – Quanta and Toilet Cleaners – Dynox, to provide superior quality products at a competitive price. The products are competitively priced and launched with introductory offers to give consumers the best value, the new products are made available in general trade, leading pharmacy chains and distribution network across Maharashtra, Gujarat, Andhra Pradesh and Telangana, along with e-commerce platforms Amazon and Flipkart.
All of Rajaram Consumer Care’s production takes place in an amalgamated plot of 27.5 acre area in Islampur MIDC, Sangli District, and Maharashtra. The company has plans to manufacture shampoo, conditioners, face wash, cloth cleaners to meet the anticipated demand in home and personal care.
With a strong R&D base, Rajaram Consumer Care has been an active innovator in the seamless production of quality products at economical costs and is marching to become a one-stop solution for the companies looking to do contract manufacturing. The launch of in-house brands in categories like toilet sanitizers, dishwasher liquid, toilet cleaners and surface cleaners provides the company with an added advantage of being an early entrant in the regional players.
Commenting on the launch, Mr. Rajvardhan Patil, Head – Strategy & Planning and Co- Founder, Rajaram Consumer Care, said, “We are pleased to expand our presence in the health and hygiene category by introducing a range of home cleaning products. Based on an in-depth market research and consumer behaviour undertaken by our R&D department, we have developed these products to cater the evolving needs of the customers. The aim is to provide high quality products at a competitive price that can be easily available to all sections of the society. We conducted extensive research prior to the launch and are confident that all three products will be very well-received as they come with unique properties and have been tested under standard testing conditions.”
He further added, “With our Home Care segment growing sustainably at an average 7% CAGR across categories owing to the continued demand for hygiene-related products, Rajaram Consumer Care is committed to creating products with higher efficacy, credibility and innovative features for their consumers. The company is also concentrating efforts to increase distribution in South & West India through General Trade, along with using online market places to become a major D2C player in this sector of the industry.”
The products have been launched after extensive research and tested by the Rajaram Group’s R&D team to ensure consistent high-performance and customer delight. For instance, as per insights from the consumer study done for the dishwash liquid Orna with neem + lemon, it was found that the fragrance and added benefit of Neem Power to Lemon has been appreciated and preferred by Indian consumers.
Rajaram Consumer Care’s long term focus is to attract international players to manufacture their producs and in personal and homecare segments in India, thereby passing all their ESG & Country specific compliances to cater to a larger audience. Currently, Rajaram Consumer Care is available in 15,000+ stores in Andhra Pradesh, Telangana, Gujarat and Maharashtra and is planning to expand their online presence through ecommerce platforms such as Flipkart and Amazon. The company has also launched it own ecommerce portal https://store.rajaram.in/ for increasing direct access to its consumers pan-India.