Like I said, Cinthol is not going anywhere.

In one of my earlier blogs, I had discussed Godrej’s strategy of changing the positioning of its Cinthol soap for the thir time to “soap for the youth.” As mentioned earlier, Cinthol was introduced in the market in 1952 as the first deodorant “soap for men” and later it was repositioned as a “family soap.” Sometime back, it roped in Hrithik Roshan to again reposition it as a “soap for the youth.” Godrej had also come out with a snazzy high tech type of commercial with Hrithik Roshan to change its positioning. I had stated that this was a bad idea.