Marico and EMAMI forays into Hand Sanitizer segment

Hand Sanitizers are need of the hour during the current COVID-19 outbreak. The demand of hand hygiene products is at peak due to it’s importance in protection from coronavirus transmission. Looking at the demand opportunity, many companies irrespective of their industry have forayed into manufacturing and distribution of these products.

Joining the list are two major FMGC players EMAMI Ltd, and Marico. Both have announced launch of their respective hand sanitizers.

Marico has launched it’s hand sanitizer under its long-standing brand, Mediker, a 50 year old brand with a strong niche equity in the protection space. “Mediker Sanitizer” packs have 70% v/v alcohol content that is sufficient to kill 99.9% germs without water, ensuring effective protection on-the-go from disease-causing germs. This newly launched range will be gradually made available across medical stores, kiranas, modern retail outlets and e-commerce platforms in select cities. This launch augments the company’s hygiene portfolio which currently offers anti-lice treatment shampoo and oil under the “Mediker” brand.

Speaking on the launch, Koshy George, Chief Marketing Officer, Marico Limited, said “Guided by our core ethos of making a difference, we are trying to do our bit in these challenging times. With Mediker Sanitizers, we are entering into one of the most critical categories in the country today. It is one of our quickest launches, brought to the forefront in record-time, to address the surging consumer demand given the current pandemic. As a responsible corporate, we are committed to serve our consumers to the best of our abilities with products which are essential to them”.

On the other hand, Kolkata-based FMCG major Emami Ltd on Thursday announced launch of the disinfectant under its flagship skincare brand BoroPlus. Emami has prioritised the launch of this hand sanitizer, an essential commodity in midst of the Covid-19 pandemic, ensuring maximum available production capacity to bring this product to consumers in the shortest possible time given the dire need for the same, the company said in a statement.

The BoroPlus Advanced anti-germ hand sanitizer, powered by natural antiseptic qualities of neem and tulsi, has an alcohol base of 70 per cent and is clinically proven to kill 99.99% of illness-causing germs within seconds, Emami claimed.

Commenting on the launch, Emami Ltd Director Priti A Sureka said, “there is a huge gap in the demand and supply of hand sanitisers in the market, which puts all of us at risk. We have, therefore, decided to launch the BoroPlus Hand Sanitizer from the house of Emami Ltd.”

Hand sanitizers have a key role and are an integral component in the fight against coronavirus infection as stated by the World Health Organisation and various clinical establishments, she added.

The product will be available across pharmacy stores, modern trade outlets and e-commerce platforms, Emami said.

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