Godrej To Drop ‘Fair’ From Its ‘FairGlow’ Brand Name
“Godrej Consumer Products Ltd (GCPL ), India’s second-largest soap maker, will drop the word “fair” from its range of soaps,” reports livemint.com.
In view of similar steps taken by companies globally and consumer demand for more inclusive products to fight racial discrimination, GPCL has taken a step in the right direction by deciding to rebrand their soap range. Godrej’s retails the FairGlow brand under hygiene category and the range soaps, hand washes and wipes. It is reported to contribute 26% of GCPL’s global business.
Speaking to analysts after the company’s first-quarter earnings, earlier this month, Nisaba Godrej – Executive Chairperson and Managing Director, GCPL said, “We didn’t invest behind FairGlow or we moved away from that brand with the very reason that other companies are doing that now. It’s a minuscule brand for us and we are actually sort of changing the name. I think it’s the right thing for the consumer, for us. All consumer product companies are now really doing this,”
Kalpana Pathak for livemint.com writes, “According to sector analysts, a larger number of consumers are now reaching a self-actualization segment where they prefer to do things that are not only correct but politically correct too. Therefore, words like fair or dark signifying skin colour are meant to be out. Thus, companies across the board are rethinking the use of anything which has a colour connotation.”