Date:08/12/2005 URL: http://www.thehindubusinessline.com/2005/12/08/stories/2005120802260800.htm

Back Reckitt Benckiser's Vanish now on store shelves

Our Bureau

New Delhi , Dec. 7

FMCG major, Reckitt Benckiser India Ltd launched its fabric stain remover brand on Tuesday. Branded, `Vanish Shakti O2,' which is the Indian version of the international product, `Vanish,' the stain remover would be available in 250-g and 500-g tube packs priced at Rs 65 and Rs 100 respectively.

In an effort to distinguish the product from other stain removers that are currently available in the market, Vanish is being marketed in pink coloured packs, with a catch line, "Trust pink, forget stains."

"Vanish transforms the traditional stain removal method by providing an extremely quick and effective solution to consumers," Ms Anne Engerant, Marketing Director, Reckitt Benckiser, India Ltd said. Vanish, the company claims, would be extremely effective on removing obstinate stains such as tea, coffee, and ink among others.

With regard to the company undertaking the road to innovate newer products, Mr Chander Mohan Sethi, Chairman and Managing Director, Reckitt Benckiser India Ltd said, "We at Reckitt Benckiser are committed to bringing innovative and effective solutions to meet everyday consumer needs." With the launch of Vanish we re-affirm our commitment to the Indian consumer," he added.

The release pointed out that the unique selling point of Vanish is the fact that it can be used on coloured as well as on whites, as it does not contain chlorine bleach.

The Rs 2,700 crore brand, world over is available in 40 countries, with leadership position in fabric treatment in over 30 countries. Some of its leading markets include UK (market share - 60 per cent), Poland (75 per cent), and Turkey (86 per cent) among others. Reckitt Benckiser (India) Ltd, has many brands in India, namely - Dettol, Harpic, Mortein, and Lizol and others.