Introduction

DETTOL HAND SANITISER

Hand sanitiser is an alternative to soap and used for maintaining hand-hygiene. This product, which is available in gel, spray, liquid and foam forms, can be used directly on the hand and unlike soaps need not be washed away. Just apply the hand sanitiser and leave it like that. The product is clearly placed at an affordable price of Rs.50 (50 ml). Albeit it is also available in a 200ml pump pack, which is perfect for for kitchen bench or other stationary needs, the 50ml bottle is just more convenient to carry and is great for the handbag. 

Dettol hand sanitiser kills 99.99% of germs and the new cucumber and melon sanitisers have added moisturising components that don't dry out your skin from regular use of other instant hand sanitisers. It has a market share of 55% is also endorsed by IMA (Indian Medical Association). They started a 13 episode talk show on Imagine TV on health and hygiene.

Dettol sanitiser has found takers in consumers who are ultra health conscious. There are consumers who are attracted to the product because of the sheer convenience of it. The product is a boon at places where you don't trust the water or the soap.2009-2010 witnessed another surge (the first one being the outbreak of SARS in 2002-2003) of infectious diseases like H1N1 and host of other diseases that were spread through air/water. Since most of these diseases are infectious and spread through socialising, the scope of a convenient hygiene product surfaced again.

Dettol is pushing this category based on fear. The ads show the probability of germs affecting the consumer at various public places like shopping malls, public transports etc and then advise on always keeping the hand sanitiser with them so that they can protect/sanitise their hands all the time.

Indian hand sanitiser market is still nascent with an estimated market size of Rs 25 crore. Marketers believe that this category will grow faster owing to the new breed of infectious diseases. Hand sanitisers are popular in markets in West and Europe because of the consumer awareness (fear) about hand hygiene coupled with the convenience of the product.