Jyothy Laboratories in talks to acquire laundry detergent brand Safed

Jyothy Laboratories (JLL), which owns brands such as Ujala and Maxo , is in advanced stage of talks with West Bengal-based detergents and allied products company Safechem Industries to buy its flagship laundry detergent brand, Safed. The deal is estimated to be Rs 70 crore, according to two people familiar with the transaction.

The acquisition could be an entry strategy for the company into newer markets as its flagship brand, Ujala, is primarily focused in south India. The company has already expanded its portfolio by extending Ujala into washing powder segment, and the strategy now is to enter markets across India, primarily by buying out smaller regional brands. 

The company is already the largest player in the fabric whitener space with more than 70% market share. Earlier this year, JLL raised Rs 228 crore through qualified institutional placement (QIP) with an aim to grow inorganically and become a national player.