Godrej Consumer Products (GCPL) has re-entered the air care category with a new brand, ‘aer’. It had exited the air-freshener category in 2010. The company was selling air freshener brand, Ambi Pur, through a joint venture with US-based Sara Lee. The 15-year-old partnership ended in 2010, when Sara Lee sold its personal care business to Procter & Gamble.
The company is planning to sell ‘aer’ with an extensive communication campaign that includes a television commercial, digital media promotion and on-ground consumer initiatives. The air freshener is available for both cars and homes in three variants priced between Rs 110 and Rs 299.
The company is also aiming to increase in-store visibility and would be tapping in the modern trade, traditional retail and car accessory distribution channel.
