Lizol for the first time in India, launches a new innovative product designed
specially for cement surfaces
specially for cement surfaces
Lizol Cement Cleaner aims to reach out to 2 out of 3 homes in Tamil Nadu
Lizol, the world’s No. 1 disinfectant brand from the house of Reckitt Benckiser, launched their latest innovation,
Lizol Cement Surface Cleaner in Chennai today.
According to the 2011 Census, 1 in every 3 Indian households has a cement floor wherein Tamil Nadu is the largest state where
2 out of 3 homes have cement floors.
Through
extensive consumer research we found that the biggest concern faced by
the Indian homemaker is the removal of the white patches/stains found on
cement floors. A cement floor is made
of calcium hydroxide which reacts with the carbon dioxide in the air
forming calcium carbonate salt on floors. This salt residue eventually
settles within the pores and crevices on cement floors and forms white
stains. Generic cleaning solutions like Phenyls
and Detergents are unable to dissolve these salts leaving the floor
unclean and patchy.
The
Lizol Cement floor cleaner is a Global first and has been launched
exclusively for cement surfaces after years of extensive research.
Lizol, has designed a unique 3-in-1 formula,
that penetrates the porous cement floor, dissolves and eliminates tough
white stains while removing 99.9 % germs and leaves behind a pleasant
fragrance.
The post use consumer research
undertaken by AC Nielsen in nearly 300 homes saw that more than 96
percent consumers found the product to be extremely effective on their
cement floors as compared to their current phenyls
and detergents. Lizol cement cleaner addressed the issue of calcium
carbonate and consumers saw tangible results in front of their eyes.
Sukhleen Aneja, CMO & Marketing Director, RB Hygiene Home South Asia said
“The floor cleaner category is growing at double digits and with
growing urbanisation,
the category is poised to accelerate further. Being a leader in this
category, we realised that while the market is focused on tiles and
marble floors, the need for most Indian consumers having cement floors
has still not been addressed. Taking our vision
to ‘Create a Cleaner World’ forward, we have launched Lizol Cement
floor cleaner to serve many more consumers. By 2020, more than 18 crore
homes in India will have cement floors with 33% homes in South India
itself. We are so confident of our product’s proven
efficacy that we are introducing a 6-day money back challenge.”
“This
product is a global first and it is heartening for the India R & D
team to bring a product that is core to the Indian homes.” says, Dr.
Navin Sharma, Head- Innovation Hub at India R&D,
RB Hygiene Home.
In its first phase, Lizol cement
floor cleaner is being launched across four states with the highest
cement floor penetration in India, namely; Tamil Nadu, West Bengal,
Karnataka and Kerala. The Lizol Cement Surface Cleaner
will be available in two variants lemon and pine and two different
sizes - 100ml and 400ml. It will be available across the 4 states in
traditional trade and modern trade stores. The 100 ml trial pack is
priced at Rs. 25 and the 400 ml bottle is priced at
Rs. 74.
For more information visit https://www.rb.com/
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