Clean-up act: HUL jumps onto hygiene bandwagon

Prabha Narasimhan, ED, Home Care, VP, Home Care, Unilever South Asia, HUL, believes there is a larger play for those operating in the evolving surface cleaners’ category.

The COVID-19 pandemic has brought a lot of focus on the home and hygiene care business. Be it door knobs or fruits and veggies or package deliveries, a host of items and services are providing a platform for showcasing products that can address the anxiety of customers. “This has been the genesis of the brand – ‘Nature Protect,’ as consumers are constantly looking for a guaranteed experience of hygiene standards. Our range of hygiene products are infused with neem extract and naturally-derived active and specially-formulated keeping in mind the current consumer requirements,” she told DTNext in an interaction on Wednesday.

Pegging the organised surface cleaning market to be Rs 3,000 crore, she said the floor cleaners’ category was penetrated only to the extent of 20 per cent. So, it offered enough headroom for players like HUL to capitalise on the opportunity, Narasimhan sought to point out.

The Nature Protect range is available at outlets in Kerala, Tamil Nadu, Andhra Pradesh, Telangana, and Karnataka besides e-commerce platforms such as Amazon