India: Four decades after launching Godrej Ezee, the first liquid detergent designed for winter wear and woolens, in 1983, Godrej Consumer Products has introduced a new brand of liquid detergent in South India called Godrej Fab, in December 2023, in the states of Tamil Nadu, Andhra Pradesh, Karnataka, and Kerala. The product is aimed at mass market consumers. The Mumbai-based company possesses Godrej Genteel liquid detergent but yet chose to introduce a different brand. The market for liquid detergent has grown rapidly over the past two years.

Since South India has a higher rate of washing machine penetration than the rest of India, the company has mostly introduced the liquid detergent there at this point. In South India, the percentage of households with washing machines is approximately 40%, but in metropolitan areas, the percentage might reach 30%. Since Genteel's launch this year, one of the company's fastest-growing brands, the business has additionally observed an increase in demand in the South American markets. By providing a high-quality product at a reasonable cost, the business intends to entice in budget-conscious customers who are searching for value and exceptional advantages. This move is consistent with Godrej Consumer's earlier achievements in introducing premium products at reasonable costs, which have provided the business with a competitive advantage across a range of product categories.

A variety of other fast-moving consumer goods (FMCG) companies have expanded out into related new areas. Businesses are pursuing underrepresented markets with strong potential for growth in terms of both sales and profit margins. With Ezee, the company believes it dominates the market in the north where liquid detergents are regarded as better products. Laundry liquid sales for everyday washing have increased significantly in the Southern market. The business has made its debut where the market is lucrative.

The business will utilize most of its current distribution network and improve its capacity to make products available in the modern marketplace. In one or two of its product categories, Godrej Consumers has witnessed offshoots, regardless of its slow expansion in rural areas.