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.