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Reckitt Benckiser India to launch low-cost hygiene products in India

The Economic Times :  March, 2015

New Delhi: Reckitt Benckiser India, the maker of Dettol anti-germ soap and Harpic toilet cleaner, is launching two low-cost hygiene and sanitation products to leverage the Narendra Modi government's Swachh Bharat campaign.

The new products will be a germ protection bar and a multi-purpose bathroom cleaner in powder form.The company's Global CEO Rakesh Kapoor said in a statement that it is the first time Reckitt Benckiser has developed and tested products for bottom of the pyramid consumers, who, he said, represent the "most discerning customers in the world". "By 2025, more than half the world's population will have joined the consuming classes, driving annual consumption in emerging markets to $30 trillion," Kapoor, who is on a business visit to India, said in the statement.