Not Number One, but One of a Kind ; Adi Godrej's Consumer Portfolio has Gained Scale Without Having a Presence in Mass Categories. The Secret? Pockets of Leadership, Innovation and an Eclectic Mix of Categories.

Business Today › July 21, 2009

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Summary

Adi Godrej's consumer portfolio has gained scale without having a presence in mass categories. The secret? Pockets of leadership, innovation and an eclectic mix of categories.

If Henry Ford was keen that customers of his Model T the world's first affordable automobile buy cars that are black, back home, Adi Godrej, 67, Chairman, Godrej Group, appears to have a similar fixation with that shade. His fast-moving consumer goods (FMCG) company, Godrej Consumer Products (GCPL), is a leader in hair dyes, riding high on sales of mainly the black variety.

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Not Number One, but One of a Kind ; Adi Godrej's Consumer Portfolio has Gained Scale Without Having a Presence in Mass Categories. The Secret? Pockets of Leadership, Innovation and an Eclectic Mix of Categories.

Perhaps, what helps make Godrej's range of hair dyes a Rs 225- crore brand in a Rs 600-crore category is that as the company's own feedback indicates a sizeable tonnage of this black dye is used on buffaloes going up for sale in the countryside the darker the buffalo, the better the price!

Yet, Godrej is not resting assured on bovine intervention to keep the growth coming. After all, consumers today are demanding more c...

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