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GSL acquires distribution & marketing rights for Sara Lee

Mumbai, Godrej Sara Lee (GSL), a joint venture company between the Godrej Group and US based Sara Lee Corporation has acquired the distribution and marketing rights for Sara Lee household and body care products for the India and South Asia. The acquisition is in the range of $ 13 million (Rs 52 crore). With the acquisition, Godrej Sara Lee will distribute brands like Kiwi Shoe Polish, Kiwi Dranex drain cleaner and hair care product Brylcreem in India, Sri Lanka, Bangladesh and Nepal. The turnover of GSL is Rs 625 crore. The acquisition is seen as effort to expand Sara Lee's presence in the Indian market. Company executives claim that the takeover will help the company grow and expand beyond the household care and insecticide segment. "With the acquisition GSLL has become the distributors of Kiwi, Brylcreem in the country and the neighbouring markets. The business and operations of Sara Lee will be shifted to GSLL from July 07," Adi Godrej, chairman, Godrej Group, said. Further A Mahendran, Managing Director, Godrej Sara Lee Ltd added, “Sara Lee was keen on moving all its brands to one company to efficiently manage its portfolio in South Asia. By moving these brands to GSLL, Sara Lee will have access to the Godrej distribution network, as well as the management and marketing support.” Godrej Sara Lee was formed in 1995, a year after Godrej acquired the Good Knight brand from R Mohan. At present, Godrej Sara Lee’s portfolio largely consists of household insecticide brands like Hit and Good Knight in India, apart from Sara Lee’s air purifier brand, Ambi Pur.

 

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