April 28, 2021

Reckitt Benckiser to step up advertising and marketing in India amid ‘devastating second Covid wave’



British hygiene and healthcare merchandise maker Reckitt Benckiser is stepping up advertising and marketing spends for its India enterprise to amplify messaging of its manufacturers within the nation amid the devastating second wave of the coronavirus, it mentioned on Wednesday. “India is reeling beneath a devastating second wave of the coronavirus.. we’re rising advertising and marketing spends round messaging to assist rein within the virus,” the corporate’s world chief govt Laxman Narasimhan mentioned in a publish earnings analysts name.

The maker of Dettol handwash and Harpic disinfectant cleaner mentioned its India arm grew in double digits within the March quarter, led by robust underlying demand of Dettol and enlargement of disinfectant sprays and laundry sanitisers which greater than offset elevated aggressive pressures.

“Gross sales of Dettol confirmed robust progress in India… By geography, we’ve seen double-digit progress in India, with robust performances in China, UK and Russia,” the corporate mentioned in an earnings assertion.

Reckitt Benckiser (RB) mentioned throughout markets its healthcare portfolio, which includes primarily of Dettol, declined 13% year-on-year as vaccination drives escalated. Nonetheless, the market in India addressed the slide.

“International locations world wide are actually at very totally different levels of the pandemic, with instances in Brazil and India, for instance, rising quickly, whereas Australia and China have seen the virus largely recede,” the corporate mentioned.

RB reported higher-than-expected improve in quarterly gross sales for the January-March quarter, amid sustained consumption of sanitising and hygiene merchandise. The UK-based firm reported 4.1% improve in like-for-like gross sales for the quarter. It retained its forecast for full-year gross sales progress between flat and upwards of two%.

In calendar 12 months 2020, India, the US and China had been the most important contributors to RB’s progress, with the three markets representing almost half the corporate’s general enterprise.

RB’s document gross sales progress in India was on account of document surge in demand for hygiene merchandise, led by Dettol, Lizol and Harpic disinfectants with world gross sales up 11.8% as the corporate capitalised on pandemic-induced demand.