Godrej Enters The Air Care Category With A Premium Offering 'Aer'

Online, July 23, 2012 (Newswire.com) - Godrej Consumer Products Ltd (GCPL), India's leading FMCG Company, today announced its independent foray into the air care category. 'aer', a premium air care innovation for cars and homes will be available across major cities in the country. After maintaining a leadership position in the household insecticide and hair colour category, the company will now strengthen its home care portfolio with the launch of 'aer'. Positioned as a delightful and quirky brand, aer aims to bring alive consumer experiences to enhance their personal space, either at home or in the car.

aer brand philosophy

aer is not a spelling mistake.
it's a twist: can we make 'air' delightful and see you smile?

we know how you made your home - 'your' home and your car - 'your' car.

all we do is bring this love alive. In our products. fragrances. buttons. bottles.

with design so beautiful that you want to wrap your palms around it
fragrances as fresh as a piece of the bright blue sky
and products so simple that you...will just figure out

no, aer won't change your future, your world or your boss:
all we can do is make your car, home and you feel nice!

now quickly add aer to your dictionary, take a deep breath and smile!

aer will be available in three variants - Cool surf blue, Petal crush pink and Fresh lush green. These variants are a blend of sweet-scented essential oils and fragrant solvents resulting in a refreshing experience. The product is a combination of high functionality and break out aesthetics which is bound to provide a mesmerizing experience for consumers.
Announcing the launch of aer, Nisaba Godrej, President Human Capital and Innovation, Godrej Group said, "aer is not a spelling mistake. aer is a range of designful and delightful air care products with simple, intuitive, functional delights - an experience we believe people would love."

In the car freshner segment, aer car fresheners will be available in two formats - dashboard perfume and diffuser. Consumers can place the car perfume bottle on the dashboard or in the cupholder. The diffuser fits easily into the car blower or AC Vent with an on and off button. This button allows consumers to adjust the fragrance according to their individual preference. In the home care segment, aer will be available in an aerosol format. The diffuser will be priced at Rs 225 with a trial offer, the dashboard perfume at Rs 299 and the aerosol can at Rs 110.

Also speaking on the launch, Sunil Kataria, EVP, Marketing & Sales, GCPL, said, "Air care is an exciting category which has been witnessing growth in excess of 20% per annum. The growth in the air care category has been driven by an increasing consciousness amongst consumers to enhance their lifestyle and personal image. aer is an outcome of intense market research, consumer insights and design led innovation. We are confident that consumers will lap up the aer experience."

aer will be launched with an extensive 360 degree communication campaign, beginning with a delightful new television commercial. In addition, aer will also be supported by an innovative digital media promotion and on ground consumer initiatives.

Stay tuned in....Beginning today, the aer that you breathe will never be the same again!
About Godrej Consumer Products Limited

Godrej Consumer Products (GCPL) is a leader among India's Fast Moving Consumer Goods (FMCG)
companies, with leading Household and Personal Care Products. Our brands, which include Good knight, Cinthol, Godrej No. 1, Expert, Hit, Jet, Fairglow, Ezee and Protekt are household names across the country. We are one of the largest marketers of toilet soaps in the country and are also leaders in hair colours and household insecticides. Three of our brands (Goodknight, Cinthol & Godrej No.1 ) are ranked among the 100 most trusted brands in the country by Economic Times - Brand Equity

We are driven by our mission to continuously enhance the quality of life of consumers in high-growth
markets with superior-quality and affordable home care, personal care and hygiene products. We also have a strong emerging presence in markets outside India. As part of increasing our global footprint, we recently acquired 51% in the Darling group in Africa. With acquisitions of Tura, a leading medicated brand in West Africa, Megasari Group, a leading household care company in Indonesia and Issue Group and Argencos, two leading hair colorant companies in Argentina, Keyline Brands in the United Kingdom, Rapidol and Kinky Group, South Africa and Godrej Global Mideast FZE, we own international brands and trademarks in Asia (ex. India), Latam, Africa, Europe, Australia, Canada and the Middle East.

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