COMPANY PROFILE Reckitt Benckiser (I) Ltd (RB)

Reckitt Benckiser (India) formerly known as Reckitt & Colman of India was incorporated in 1951 and promoted by the British multinational Reckitt Benckiser plc which presently holds a 51% stake in the company. Reckitt manufactures a host of products such as ultramarine blue, food products, antiseptics, polishes, cosmetics and pharmaceuticals. Some of its popular brands are Dettol, Cherry Blossom, Brasso, Silvo, Robin, Harpic, Disprin, etc. In 1987, the company set up a multi-purpose chemical plant at Hosur. Commercial production at this plant commenced in Jan.1987. In 1991, it diversified further into the production of raw materials used in pharmaceutical and household products. It introduced new products like mosquitorepellents and liquid soap. In 1994, the company entered into an agreement with Shell International Petroleum Company, UK, to market the teepol brand dishwashing liquid in India and Nepal and it launched Teepol B-300 in Oct.'95. Two lines of coil plant was also commissioned in Sep.1994 under the 1st phase of household insecticide project. The company exports tea, marine products and cashew kernels to the CIS, Japan, Europe, the US, Nigeria, Egypt & the UK. The company has also entered in Joint Venture agreement with Reckitt & Colman Plc and Nicholas Piramal India Ltd to Market OTC pharmaceuticals. It plans to hive off its foods business. In 1998, it acquired the brand `Colin', a glass and household cleaner, from Fernhill Laboratories & Industrial Establishment. During 1998-99, the company commissioned the new dettol liquid plant at Mysore and increased the installed capacity of its bulk drugs, liquids, tablets and household products to 286 MT, 3000 KL, 653 MT and 14037 MT respectively. Reckitt has built its strong brand equity over a peroid of time by technological innovations, consistent high quality, aggressive advertisement and marketing etc. Availability near the consumer through a wide distribution network is its another crucial success factor as products are of small value, frequently purchased and daily use items. The Company announced a VRS in July 2000, for the employees located in specific units, in response to which, 320 employees opted for VRS at the end of the scheme. The total liabilty aggregating to Rs. 1175 lakhs in respect of the same will be charged in the accounts over three years. During the year 2000, RBL launched the Mortein Xtra Power range of mosquito coils and mats. The new Xtra power coil is bigger in size, red in colour and has a pleasant fragrance. In order to drive convenience in the shoecare category, the company also re-launched its Cherry Blossom polish in a handy, compact case. It is appropriately called Cherry Handy Shine. The company is also planning to launch a couple of new products in the shoecare category. Having achieved considerable success in the fabric-care segment with its product called Cuff-n-Collars, RBL added one more product -- Vanish --to this nascent category recently. RBL is also in the process of completing the national roll out of its Haze `agarbatti' brand. The brand, which was introduced late last year in the markets of Tamil Nadu and Maharashtra, followed by Karnataka and Andhra Pradesh, is expected to be rolled out nationally in the current calendar year. Haze is currently available in four variants - sandalwood, jasmine, bouquet and fresh wave --- apart from a 4-in-1 pack. The brand is also available in aerosol spray and fragrance block formats. The products of the company which were in the portfolio of the Joint Venture company i.e., Reckitt Piramal Pvt.Ltd., are being directly sold to the distributors with the disengagement from joint venture effective 04.07.2001. The company has expanded the installed capacity of Bulk Drugs from 336 MT to 386 MT during the year 2001-02. The shares of the Company have been de-listed from Kolkata, Mumbai and NSE and the shareholders have been given an exit option upto May 18, 2004 to sell shares to M/s.Lancaster Square holdings SL at Rs 250/- per equity share.

History of RB India 1910

Board of Reckitt & Sons Ltd accepted the advice of Mr H E Quant that the company should be represented in India. The following agencies were appointed: Grahams Trading Co. Ltd (Bombay and Calcutta), Atherton & Co Ltd, P Holt & Co. Ltd and subsequently, Parry & Co for South India. Brasso becomes the first brand sold in India. Mr S A Lamming sent out from UK as first resident representative. Formation of Atlantis (East) Ltd with temporary headquarters at 9 Clive Street, Calcutta. First moves made toward direct sale without use of agencies. First local manufacturing began using building acquired in Chetla Road, Calcutta in which Barley Mill was installed. Dettol introduced in India (imported from Hull, UK). Cherry Blossom introduced in India (Cherry Blossom was founded in 1906 in UK). Office staff of 12 persons moved to Chetla Road site in Calcutta. Additional outside staff included salesmen, demonstrators with pitches covering the whole of prepartition India, Burma and Ceylon. The best selling lines were Robin Blue, Brasso, Robinsons Patent Barley, Purity Barley (made at Chetla Road factory). Local manufacture of Dettol commenced, using concentrate imported from Hull by Parry & Co Ltd at Ranipet, near Madras. Purchase of land at Behala (Calcutta) to erect a new factory. Dettol later manufactured on that site. New offices acquired in Chowringhee, Calcutta from where sales were controlled. Formation of Reckitt & Colman India Ltd to carry out local manufacturing operations. Factory at Dhadka for Blue manufacture the most important household line. Branch office opened in Delhi (April). By this time the Company employed about 1400 people in India. Branch office opened in Bombay, (November). Envelope pack for Blue launched in Calcutta area, catering for economical end of the market. Termination of long-standing agency agreement with Grahams following the opening of local branches.

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1960
The following products were introduced : Polar Liquid Bleach, Karvol Wax Polish, White Mansion. The assets and activities of Reckitt & Colman India Ltd were merged with Atlantis (East) Ltd. Indian legislation controlled the degree of foreign ownership permitted. The newly formed company was 40% self owned, and 60% state owned. Thousands of doctors and hospitals recommend the use of Dettol. By this time 10 million householders in India keep Dettol in their medicine chests and 65 million people (10% of Indias population) are known users of the product. It is estimated that 11.4 million bottles of Dettol were sold in India in this year. Dettol Soap, a more convenient Dettol formulation for use in the bath, was launched in India. Dettol Liquid Hand Wash launched to provide more modern, convenient, and hygienic way of washing hands. Mortein Coils launched nationally. In this year Harpic Liquids market share hits 75% and Robin Powder hits 40%. Reckitt & Colman plc and Benckiser N.V. merge to become Reckitt Benckiser globally and in India. Dettol voted as Indias Most Trusted Brand (ORG Marg - Brand Equity Survey). Reckitt Benckiser India Ltd restructuring of sales and marketing team, Dettol, Harpic and Mortein see substantial growth. Veet, worlds number one brand in hair removal cream, launched in India.

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2005
Vanish is launched India, worlds leading fabric stain remover. Cherry Blossom Celebrates 100 Shining Years Easy Off Bang, International multipurpose surface cleaner launched in India. Finish, worlds number one dishwashing brand, launched in India. Clearasil, Strepsils, Sweetex comes into Reckitt Benckiser Indias fold due to Boot Healthcare International (BHI) acquisition worldwide.

2006

2007
Dettol brings the Global Hygiene Council to India. The council travels across the world promoting good hygiene practices. RB and Save The Children under take first-ever Global Challenge (trek) in Oct 2007 in Himachal Pradesh. Harpic revamps its entire range. New Harpic Power with Opti thick TM formula Air Wick, Reckitt Benckisers largest global brand is launched in India. Dettol Celebrated 75 Years. Our biggest brand and poised for over Rs 1000 Cr. Reckitt Benckiser revitalised its Brand (logo). New identity highlights brand RB. Dettol launched global variant Dettol Fresh in India. Second edition of the Global Challenge for Save The Children. RB employees trekked in Leh/Ladakh region of India. Veet Ready-to-use wax strips launched. New launch supported by a 360 degree marketing campaign featuring Veet brand ambassador, Katrina Kaif. Mortein launched the new Mortein PowerGard range of Coils, Liquid Vaporizers and Aerosols. Reckitt Benckiser agreed to buy Paras Pharmaceuticals Limited (Paras). Dettol launched Instant Hand Sanitiser. Air Wick brings its global biggest success Air Wick Freshmatic to India.

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