2020: Lizol, the world’s No. 1 disinfectant brand from the house of Reckitt
Benckiser, launched their latest innovation, Lizol Cement Surface Cleaner in Chennai today. According to the 2011 Census, 1 in every 3 Indian households has a cement floor wherein Tamil Nadu is
the largest state where 2 out of 3 homes have cement floors.
Through extensive consumer research we found that the biggest concern faced by the Indian
homemaker is the removal of the white patches/stains found on cement floors. A cement floor is made
of calcium hydroxide which reacts with the carbon dioxide in the air forming calcium carbonate salt on
floors. This salt residue eventually settles within the pores and crevices on cement floors and forms
white stains. Generic cleaning solutions like Phenyls and Detergents are unable to dissolve these salts
leaving the floor unclean and patchy.
The Lizol Cement floor cleaner is a Global first and has been launched exclusively for cement surfaces
after years of extensive research. Lizol, has designed a unique 3-in-1 formula, that penetrates the
porous cement floor, dissolves and eliminates tough white stains while removing 99.9 % germs and
leaves behind a pleasant fragrance.
The post use consumer research undertaken by AC Nielsen in nearly 300 homes saw that more than 96
percent consumers found the product to be extremely effective on their cement floors as compared to
their current phenyls and detergents. Lizol cement cleaner addressed the issue of calcium carbonate and
consumers saw tangible results in front of their eyes.
Sukhleen Aneja, CMO & Marketing Director, RB Hygiene Home South Asia said “The floor cleaner
category is growing at double digits and with growing urbanisation, the category is poised to accelerate
further. Being a leader in this category, we realised that while the market is focused on tiles and marble
floors, the need for most Indian consumers having cement floors has still not been addressed. Taking
our vision to ‘Create a Cleaner World’ forward, we have launched Lizol Cement floor cleaner to serve
many more consumers. By 2020, more than 18 crore homes in India will have cement floors with 33%
homes in South India itself. We are so confident of our product’s proven efficacy that we are introducing
a 6-day money back challenge.”
“This product is a global first and it is heartening for the India R & D team to bring a product that is core
to the Indian homes ” says, Dr. Navin Sharma, Head- Innovation Hub at India R&D, RB Hygiene Home.
In its first phase, Lizol cement floor cleaner is being launched across four states with the highest cement
floor penetration in India, namely; Tamil Nadu, West Bengal, Karnataka and Kerala. The Lizol Cement
Surface Cleaner will be available in two variants lemon and pine and two different sizes – 100ml and
400ml. It will be available across the 4 states in traditional trade and modern trade stores. The 100 ml
trial pack is priced at Rs. 25 and the 400 ml bottle is priced at Rs. 74.
About Reckitt Benckiser:
RB* is the global leading consumer health and hygiene company. Driven by a purpose to build healthier
lives and happier homes, RB has operations in over 60 countries. From the foundations of wellness and
infant nutrition, to the fundamentals of a hygienic home, its global brands help people live healthier &
happier lives. RB has world leading Powerbrands which include household names such as Dettol, Harpic,
Lizol, Woolite, Mortein, Vanish, Air Wick, Veet, Durex, Strepsils, Enfamil, Nutramigen, Nurofen, Strepsils,
Gaviscon, Mucinex, Scholl, Clearasil, Finish, Calgon. RB’s unique culture is at the heart of its success. Its
drive to achieve, passion to outperform and commitment to quality and scientific excellence are
manifested in the work of over 40,000 RB employees worldwide.
For more information visit https://www.rb.com/