As part of the initiative, the company has launched a toll-free line on May 14 in the Capital. Called the Healthy Home Careline (1-600-112233), the service -- open from 9.30 am to 6.30 pm -- allows consumers to directly ask the company questions about Dettol, Mortein and Lizol and request a Healthy Home booklet.

RCI has also tied up with the Indian Medical Association for joint programmes on hygiene and health. Some other initiatives that will drive the strategy, such as public service activities, are in the pipeline.

``The aim is that a consumer should be able to respond in the easiest possible manner. The idea is not only to provide customer satisfactionbut also give customer delight,'' says the spokesperson.

This week, the freephone facility has been taken to Bombay and is expected to be rolled out nationally over the next two months. Managed by the Delhi-based Finedge India (P) Ltd, RCI's Careline facility is the first of its kind in the household products category in India. According to the company, the service is unique since the consumer doesn't have to pay for the call, and RCI will pick up the cost of the call. Consumers also have the option of getting in touch with the Careline by mail and on the Internet.

The company uses a customised software package which helps it to track information that facilitates consumer research. ``For instance, the software maintains an individual consumer history and a database that allows not only accumulation of valuable market intelligence but also leads to consumer delight as her past contacts with the Careline are recalled on-line by customer executives when dealing with her,'' explains Rakesh Seth, atFinedge.

The service is being advertised currently through the print media and the toll-free number will soon be printed on all the RCI products being promoted by the scheme. With the service, RCI expects to understand the consumers better, get product feedback and help it in generating new product ideas.