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The total soap market is Rs 4,500 crore and though the size of the liquid-soap category meant just for hand wash is Rs 12 crore, it has the potential to touch Rs 100 crore in five years.

New Delhi, July 28. CALL it Reckitt Benckiser India Ltd's hands- on approach. Taking a cue from consumer insights on its Rs 300- crore Dettol brand, the company has decided to go soft on the hands of its lady consumers - its recently soft-launched Dettol Liquid Soap Skincare now comes bundled with the benefits of a moisturiser.

Not so long ago, The Himalaya Drug Company rolled out its self- drying gel Pure Hands, and Godrej Consumer Products Ltd is also poised to enter the fray with its range of hand sanitisers under Cinthol. Dettol's liquid soap has been in the market for sometime now, but the moisturiser-spiked variety follows feedback from women that Dettol was harsh on their hands.

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Now if you are wondering why all eyes are on hands these days, consider this: "Specialist handwash products are still underdeveloped in India, for bathing bar soaps are often extended in their use for washing hands too. The total soap market is Rs 4,500 crore and though the size of the liquid-soap category meant just for hand wash is Rs 12 crore, it has the potential to touch Rs 100 crore in five years. In Malaysia, for instance, liquid soap is about 23 per cent of the total soap business and in India, liquid soap penetration is a mere 3 per cent," points out an industry analyst.

While companies draw a fine line between the liquid soap and the hand sanitiser, from the consumer point of view the ostensible selling point is the hygiene factor, "spot-lighted in the post-SARS period", coupled with the convenience factor. "Hands are the primary source of infection, a fact that is borne out by doctors and healthcare professionals. Through our hands we unknowingly collect, transfer and transmit invisible and infection-causing germs to everything and everyone we come in contact with. And washing one's hands keeps one safe from infection," point out company officials.

But at what price? "Dettol's Liquid Soap Skincare is priced at no additional cost, compared to its plain liquid soap, at Rs 55 for a 250-ml pump pack. Dettol also has a skincare soap with the same concept, priced on par with its regular soap at Rs 15." Himalaya's Pure Hands is priced at Rs 39 for 50 ml and Cinthol is priced at Rs 85 for 100 ml.

Meanwhile, RBIL is going the whole hog to push its new formulation and plans to put 15 per cent of its total market-spend behind the two Dettol liquid variants. "Besides the electronic route, we are undertaking innovative promos - for instance, we have virtually taken over the washrooms in top theatres, providing them with attendants who would dole out Dettol liquid soap. Even the washrooms have branding material and we would take this strategy to top-end public places across the country," an RBIL official told Business Line.

All this, even before the "hand washing" concept takes off with all seriousness. But given the inherent potential of this category, it is unlikely that corporates will be washing their hands off this segment in a hurry!

P.T. Jyothi Datta