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Godrej expands e-comm business with launch of 3 digital-native products
Mumbai: As part of its strategy to strengthen e-commerce business with digital-first brands, Godrej Consumer Products Ltd (GCPL) on Friday introduced three new digital-native product innovations under its flagship brands, such as Godrej Ezee, Godrej Protekt, and Goodknight.
The three new launches are single-use laundry capsules – Godrej Ezee detergent pods, Godrej Protekt all-in-one dishwasher tablets and Goodknight anti-mosquito bed nets in detergents and home care categories. All three products can be purchased only via e-commerce platforms.
The recent shifts in consumer behavior indicate a strong preference for online buying and this has prompted brands to exclusively launch products on e-commerce platforms like Amazon, Big Basket, and Flipkart. “GCPL is building a strong backbone to leverage the data-rich environment of e-commerce to its full potential. COVID-19 has accelerated digital adoption across shoppers, making them opt for direct-to-consumer (D2C) channels that offer more convenience,” said the company in a statement.
“One of the emerging consumer needs across product categories is high efficacy with great convenience. The widespread acceleration in digital adoption has propelled our digital ambitions. We are innovating to offer such niche products created exclusively as e-commerce first products,” stated GCPL CEO- India & SAARC Sunil Kataria.
In India, the FMCG major has set up an independent e-commerce business unit with separate P&L accountability and fully functional capabilities across sales, marketing, innovation, and supply chain.
MAM
Adidas Originals unveils India co-created Superstar with Ranveer
Tiger-inspired limited edition marks brand’s first India-led sneaker design
MUMBAI: From stripes on the field to stripes on sneakers, Ranveer Singh is leaving his mark this time in black and white. Adidas Originals has launched its first India co-created sneaker in collaboration with Ranveer Singh, signalling a sharper push towards localisation as India’s sneaker culture continues to gain ground. The limited-edition drop reworks the iconic Superstar silhouette through Singh’s personal aesthetic, drawing heavily from the Royal Bengal Tiger his self-described spirit animal. The design blends bold black-and-white tones with tiger-inspired detailing across the signature three stripes, alongside a bespoke Ranveer Singh insignia and jewel-like accents that add texture and visual punch.
Positioned as the brand’s first hyperlocal expression from India, the release reflects a broader strategy, take a globally recognised icon and reinterpret it through regional identity.
The campaign mirrors that idea. Set in an urban jungle, it explores themes of instinct, individuality and duality aligning both with the symbolism of the tiger and the long-standing ethos of originality tied to the Superstar line.
Adidas India senior brand director Bhawna Sikka described the drop as a milestone moment, noting that it reinforces India’s growing influence in shaping global sneaker narratives. The collaboration also builds on a decade-long association between the brand and Singh.
For Singh, the project carries a personal arc from wearing Superstars in college to co-creating one. The design, he said, reflects a belief in embracing one’s raw, instinctive identity.
With this launch, adidas Originals isn’t just releasing another sneaker, it’s testing how far local storytelling can travel on a global sole.
