Godrej Consumer Products Limited has unveiled Protekt Mr. Magic, the first-ever powder to liquid handwash priced at just Rs 15.
Sharing his thoughts on the launch, Mr, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Limited (GCPL) said, “Perception of liquid handwash being expensive is a major reason behind many households not adopting the category. We have always dreamt of a future where every home will be able to afford a liquid handwash. Protekt Mr. Magic, the first-ever powder to liquid handwash, is infused with natural ingredients like Neem and Aloe Vera. With the germicidal properties of neem and the goodness of Aloe Vera, the product is soft on hands and tough on germs. Protekt Mr. Magic’s disruptive pricing of Rs.15 (for a sachet that can make 200 ml of liquid handwash) will make it easy for Indian households across segments and geographies to adopt this innovative format for a hygienic lifestyle.”
Protekt Mr. Magic is available in a single powder sachet and also in a combi pack comprising Protekt Mr. Magic empty bottle and powder sachet. The powder sachet is priced at Rs.15, which is one-third the cost of existing liquid handwash refills. This can potentially reduce consumers current expense on handwashing soaps estimated at Rs.30 to half. The combi pack is priced at Rs.35. This is less than half the price of current liquid handwash bottle packs.
Protekt Mr. Magic is an innovative and affordable solution addressing the pressing social issue of hand hygiene. In India, hand hygiene related issues have posed a serious threat, especially to children. Due to poor hand hygiene, more than 3 lakh children in India fall ill and lose their lives to diarrhoea every year. An estimate says that handwashing can prevent about 30% of diarrhoea-related sicknesses and about 20% of respiratory infections. However, the perception of a handwash being expensive has hindered its acceptance outside urban areas. Protekt Mr. Magic will be integral to bring about this perception change and inculcate the habit of handwashing amongst consumers in urban and rural India.
Sharing his perspective on hand hygiene at the launch event, Dr. Samir Dalwai, Founder – Director, New Horizons Child Development Centre & Research Foundation said, “Hand hygiene, particularly, is recognised as a highly cost-effective public health intervention, having the potential to significantly reduce disease burden globally. Over 1.5 million children under five die each year as a result of diarrhoea. Handwashing with soap or liquid handwash at critical times – including before eating or preparing food and after using the toilet – can reduce diarrhoea rates by more than 40%.”