Godrej Brand Management

1. Presentation by – Parakram Singh Rajawat

2. What is Godrej Group?
◦ As referenced from Wikipedia Godrej Group is an Indian Conglomerate based in Mumbai,
Maharashtra.
◦ The group operates in diverse sectors like real estate, consumer products, agricultural products,
etc.
◦ Godrej group has various subsidiaries and affiliated companies namely Godrej Industries, Godrej
Consumer Products, Godrej Agrovet, Godrej Properties, as well as the private holding company
Godrej & Boyce.

3. History
◦ Established on 1897, founded by Ardeshir
Godrej, lawyer-turned entrepreneur.
◦ He went on to make safes and security
equipment, and then stunned the world by
creating toilet soap from vegetable oil.
◦ His brother Pirojsha Godrej leaded Godrej
towards becoming a vibrant, multi-business
enterprise.

4. Mission, Vision & Objective
◦ Mission is to operate a new business which capitalizes on the Godrej brand and corporate image
of reliability and integrity.
◦ Vision for year 2020 is to be 10 times the size they were in 2010.
◦ Objective is to delight its customer both globally and locally.

5. Growth (1897-Present)
◦ Established in 1897, the Godrej Group has it’s
root in India’s Independence & Swadeshi
movement. Today they have the patronage of
1.1 billion customers globally across consumer
good, real estate, appliances, and many other.
◦ With each new product Godrej changed
perceptions about industry in India. With their
finest security equipment to the making of
toilet soaps from vegetable oils, they set up
industry standards pretty high.
◦ The group has a revenue of over USD 4.1
billion and still going strong.

6. Godrej, 118 years young
◦ 1897: It all started as a part of India’s Swadeshi
movement- the original ‘Make in India’ movement. Adi
Godrej after a few failed ventures sets up a lock
company. For him the key to success.
◦ 1918: Launched Chavi the first soap to the world to be
made without animal fat. So not only Swadeshi, but
also Ashinsa.
◦ 1922: Endorsed by our freedom fighters like Annie
Besant & Rabindranath Tagore.
◦ 1923: The group ventures in Furniture & the
government of Bombay auctions Vikhroli village to
Pirojsha Godrej. Over the next 50 years the village
transforms into green industrial township.

7. ◦ 1944: A devastating explosions at the Bombay docks leaves
terrible carnage in its wake. Among the few things to survive
the blast are Godrej Safes.
◦ 1951: Ballot boxes for India’s first elections and first steps as a
democracy.
◦ 1952: Cinthol was launched on the Indian Independence Day.
◦ 1958: Godrej made a strong entry into the home appliances
market with first refrigerators.
◦ 1974: Hair color dye & hair care products was introduced.
◦ 1990: Godrej properties was established and established itself
in real estate market.
◦ 1991: Godrej Agrovert was incorporated, a R&D backed agri-
business company
◦ 1994: Mosquito repellent Good Knight was introduces to
protect people from malaria.
◦ 1997: Godrej completes a century.

8. ◦ 2005: Lunches of Godrej Nature’s Basket. India’s foremost retail
store for fine foods.
◦ 2008: India’s First unmanned mission to moon, the group helps
build the launch vehicle and lunar orbiter for the mission.
◦ 2009: Planet Godrej: Sustainable living in the heart of Mumbai.
◦ 2011: The Godrej India Culture Lab is set up as a fluid, experimental
space that cross-pollinates ideas and people to explore what it
means to be modern and Indian.
◦ 2013: At just one rupee per card, the paper-based Good Knight Fast
Card drives penetration for products that help prevent malaria.
◦ 2014: Godrej Aerospace engines power the Polar Satellite Launch
Vehicle and our precision components calculate the satellite's
trajectory to the millisecond.
◦ 2015: One of the first private sector investments in improving the
efficiency of animal agriculture in India, the Nadir Godrej Centre for
Animal R&D leads cutting-edge research
work.

9. Operations
◦ The Godrej group can be broadly divided into
2 major holding companies:
1. Godrej Industries Ltd.
Under which comes the following divisions:
a. Godrej Properties
b. Godrej Consumer Products
c. Godrej Household Products
d. Godrej Hershey
e. Godrej Agrovert
f. Nature’s Basket Ltd.

10. 2. Godrej & Boyce
Under which comes the follows:
a. Godrej Industries Ltd.
b. Godrej Consumer Products Ltd.
c. Godrej Infotech Ltd.
d. Godrej Efface Automation & Robotics Ltd.
e. Mercury Mfg. Co. Ltd.
f. Veromatic International B.V.
g. Godrej (Singapore) Pte. Ltd.
h. Godrej (Vietnam) Co. Ltd.
i. Godrej & Khimji (Middle East) LLC.
Operations

11. Godrej Products
1. Consumer Products
◦ Appliances
◦ Locks
◦ Furniture
◦ Security Equipment
◦ Conferencing Solutions
◦ Typewriters
◦ Vending Machines
◦ Soaps & Personal Care
◦ Foods
◦ Air Care
◦ Household Insecticides
◦ Housing
◦ Pest Management Services
2. Industrial Products
◦ Storage Solutions
◦ Automated Warehousing
◦ Furniture
◦ Security Equipment
◦ Conferencing Solutions
◦ Typewriters
◦ Vending Machines
◦ Soaps & Personal Care
◦ Foods
◦ Air Care
◦ Household Insecticides
◦ Housing
◦ Pest Management Services

12. Marketing & Branding Strategy
◦ Revitalizes Master Brand strategy and identify for greater
synergies across business and brand portfolio.
◦ Creates new marketing and branding strategy geared to
support the group’s revenue growth target of 25-30%
annually.
◦ Adi Godrej was quoted by saying “The Indian Consumer now
has a more demanding & youthful mindset. At Godrej we
have always been at helm of changing and redefining the
marketplace and this will now be reflected in a marketing and
branding strategy that accelerates profitable growth.”
◦ Jamsyd Godrej said “Consumer insight has always been an
important part of our decision-making. We now want to make
our proprietary consumer research the core of our business
strategy and create a unique consumer experience associated
with Godrej.”

13. Social Responsibility
◦ As part of Good & Green by 2020, the group is
doing work in these three departments.
1. Ensuring Employability: Training 1 million
youth that will enhance their earning potential.
2. Greener India: Achieve zero waste to landfill,
carbon neutrality and a positive water balance,
while reducing specific energy consumption
and optimizing the use of renewable energy.
3. Product Innovation: Generate a third of their
portfolio revenues from green products.
Ensuring
Employabilit
y
Greener
India
Product
Innovation

14. Why Godrej is so popular in India?
◦ Strong brand name both in Indian market as well as globally.
◦ The brand is not just delivers quality but also set new industry standards.
◦ Good reputation among the customers and after sale service is one of the best.
◦ Excellent Supply Chain management.
◦ Innovative aspect in their products and services.
◦ Market leaders in almost every aspect they are involved in.