Looking to capture the West India market, fast-moving consumer goods-major Wipro Consumer Care and Lighting has launched its liquid-based dish wash in Maharashtra, the largest market for dishwashing liquids in India.
The company plans to launch the product, Giffy, pan India in the months to come to capture the liquid dish wash market which is estimated to be Rs 4 billion.
“Dish wash segment is shifting from bars to liquids. It is today a fast-growing segment among dishwashing formats, riding on attributes such as urbanisation and convenience. We recognise consumer needs are dynamic and Giffy is ideal for consumers of urban households,” said Anil Chugh, chief executive (consumer care business, India) of Wipro Consumer Care & Lighting.
The product is already available in the South Indian market, including Kerala, Telangana, Andhra Pradesh and Karnataka in modern trade chains and e-commerce platforms.