GCPL reveals 3 pillars for growth model- Soap, insecticides, future-facing categories

Godrej Consumer Products Ltd has revealed its growth model for India, which it calls the three pillars of the company. This includes profitable share gains in soaps, household insecticides, and future-facing categories, such as air care, liquid detergents, hair color, body wash, and sexual wellness.

According to the GCPL's annual report, the company has ramped up investment in incense sticks, which have a market share of over Rs 100 crore, with an 8 percent market share.

The company posted a high-teens growth in its GoodKnight Electrics category. Besides, the Fab detergent hit Rs 250 crore in annualised run-rate with a growth trajectory of a digital-first brand.

GCPL bets on emerging categories, creativity and more: Interview with Sudhir Sitapati

GCPL Managing Director and CEO Sudhir Sitapati said, "In India, we delivered 5% volume growth, which was below our expectations, largely due to a sharper-than-anticipated consumption slowdown in the second half". Sitapti added, "Despite these headwinds, I would call this a strategically strong year. We made real progress on several things that matter—innovations like Fab and Aer scaled up meaningfully, we doubled down on rural expansion with Project Vistaar, commissioned two new world-class manufacturing sites, and launched our newest business in Pet Care. Our international portfolio, especially in Africa and Latin America, saw structural margin expansion. And we stayed consistent on media and brand investments even when margins were under pressure".

GCPL’s Sitapati defends ad spend, says no plans to cut despite margin pressure

The company added that "India strategy must balance three time horizons— improving the core, defending and reviving lagging categories, and investing ahead in high-growth, high-margin spaces".