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RB Launches The New Dettol SiTi Shield Range

MediaInfoline October 18, 2017

Reckitt Benckiser, world’s leading consumer Health and Hygiene Company, today announced the launch of a new range of products under the Dettol SiTi Shield umbrella with an aim to empower urbanites to minimize the impact of air pollution with the help of smart outdoor protection solutions. With this launch, RB debuts into a new category of, on-the-go personal protective solutions that will be introduced is phases in the market.

With air pollution at a global tipping point, RB’s aim is to liberate one from the often invisible yet extremely harmful air pollution that has become a part of our lives. The government and corporations have taken many significant steps towards providing education and solutions to address the issue, however, the awareness level on the health impacts and measures for protection against it in India are still very low. Short term exposure to air pollution can trigger problems like chest pain, coughing, throat irritation and worsen emphysema and asthma, while long term exposure can cause some more serious effects like reduced lung function, heart disease, cognitive impairment among others. With health solutions at the core of the organisation, RB has been a driving force in the industry and continues to thrive to innovate and provide reliable trustworthy solutions to the consumers. After excessive research and with the help of cutting edge science from around the world, RB brings an outstanding pollution protection solution fit for all kinds of lifestyles.

“With the launch of Dettol SiTi Shield, we embark on a journey towards empowering people to take better control of the air they breathe. Swachh Hawa is also a major component in our Banega Swachh India campaign this year with a focussed drive to fight air pollution. With Dettol SiTi Shield we hope to help people live healthier and better lives.” said Nitish Kapoor, Managing Director, RB India.

As part of the first phase, RB will introduce the Dettol SiTi Shield Protect+ Smart Mask with a 3-layer filtration method meticulously designed to process 98% filtration of pollution particles PM 2.5 and 99% of bacteria in the air one breathes. From the makers of Dettol, this high end N95 anti-pollution mask tested by Nelson Laboratories in the US comes with a smart valve fitted on the inside to help provide a seamless outflow of exhaled air. The ultra-soft fabric of the mask is gentle on the skin and comes in three different sizes (small, medium and large) to cater to all from children (7 years and above) to older members in the family. Features like adjustable straps and a soft nose pad make it extremely comfortable for the wearer to use for longer time periods. The mask priced at INR 249 will be available across various e-commerce platforms in the last week of October and will be made available in physical stores from next year.

One can optionally add the Dettol SiTi Shield Protect+ Micro-fan to the Dettol SiTi Shield Protect+ Smart Mask for further improved breathability and increased cooling that will help remove heat, moisture and carbon dioxide (CO2) from inside the mask. The removable valve in the mask can be replaced with the micro-fan unit (vent) which runs on a battery and can be charged 300 times. This micro-fan unit will be available at a price of MRP INR 3,499.

The second phase under the Dettol SiTi Shield umbrella will focus on some more innovative products including a first of its kind PM 2.5 measuring wearable monitor with a technology that checks pollution levels in real time and sends the data to the users’ smartphone. Giving users access to such personalised data will help drive them into making better informed life choices that impact their health.


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