Godrej strengthens Fabric Care portfolio Launches New EZEE with Fabric Conditioner

Delhi, November 7, 2001

Godrej Consumer Products Limited (GCPL), a major player in the Indian FMCG industry, has strengthened its fabric Care portfolio with the launch of Godrej Ezee Liquid Detergent with a unique new Fabric Conditioner . The special ingredients of the Fabric Conditioner reach every fibre of the woollens leaving a conditioning layer over it. This helps in keeping the woollens soft and fluffy, wash after wash. Godrej Ezee Liquid Detergent has been a trusted specialist for taking care of woollens for years.

Announcing this, Dr. Rakesh K. Sinha , General Manager Marketing, Godrej Consumer Products Ltd. said “We are the leaders in this category and over the years we have been able to successfully position Godrej Ezee as a brand synonymous with special care for woollens. As a focused FMCG company, we constantly work towards developing and enhancing our products to provide the best quality to our customers and satisfy their needs. Through the new improved Ezee with fabric conditioner, we promise to deliver woollen care with the highest quality to our consumers.”

GCPL has also launched a special website called www.ezeefabcare.com to promote this new product. Apart from providing information about the product, the website also offers visitors resources for fabric & wool care. A large section on Wool provides great knowledge about this fibre.

Godrej Ezee is running a unique promotion called – “BANAO SWEATER, BANO STAR” contest in which users have to make sweater designs on contest forms and the best design will be showcased at the Woolmark Fashion Show, held annually at Delhi. Consumers can also participate in the contest through a form downloadable from the website www.ezeefabcare.com.

Godrej Ezee is a gentle liquid detergent that does not damage or discolour special clothes such as woollens, silks, chiffons, and other delicate and baby clothes. It is made from carefully chosen special ingredients and contains no harsh chemicals like soda. Godrej Ezee is better than ordinary detergent powders in preventing shrinkage and colour fading, and also helps preserve the lustre of silks.

Known for its special care for woollens and delicate garments, Godrej Ezee is today the largest selling liquid detergent in India. Godrej Ezee is the first liquid detergent to be approved by The Woolmark Company, which was founded in 1937 as the IWS (International Wool Secretariat or the Wool Bureau as it is known in Americas), and is the world's leading wool promotional organisation.

Godrej Ezee with Fabric conditioner is available all across India in 1 kg, 500 g and 200 g bottles, as well as handy 20 g sachet packs priced at Rs. 105, 56, 28 and 3.50 respectively.

Godrej Consumer Products Ltd is a major player in the Indian FMCG market with presence in personal, hair, household and fabric care categories. It has leading brands such as CINTHOL, FAIRGLOW, GODREJ No.1, SHIKAKAI & EVITA range of soaps, FAIRGLOW Fairness Cream, GODREJ shaving cream & hair dyes, COLOUR SOFT Hair Colour, COLOUR GLOSS Shampoo and EZEE liquid detergent. With a turnover of Rs. 470 crore, the company employs 850 persons and has two modern manufacturing facilities at Malanpur (M.P.), and Silvassa (U.T.). Associate Companies include Godrej Industries Ltd., Godrej Sara Lee Ltd., Godrej Foods Ltd., Godrej Agrovet Ltd. and Godrej Properties and Investments Ltd.

TOP