Launched at an introductory price of Rs 10, this beauty and complexion soapwhich contains a bio-extract called natural Oxy-G, is said to make skinfairer naturally. Backed with a fresh USP of `fairness', the toilet soapproduct is expected to boost the fortunes of a sluggishly growing toiletsoap market, feel industry experts. Industry players are stridently makingattempts to grow the Rs 2,900-crore toilet soap market where penetration hasreached a saturation point in both urban and rural markets. Volumes aregrowing at abyssal levels of 2-3 per cent annually.

Industry analysts point out that manufacturers will have to design productsoffering unique benefits so as to stoke volumes growth. The market isexpected to be laden with such products which could improve volumes, said anindustry analyst.

Godrej FairGlow is said to be an outcome of a consumer research which showsthat the incumbents are looking for products armed with the attribute ofdelivering `fairness'.

However, Godrej FairGlow, which is said to make skin fairer in 15-days, istargeted at both men and women, what with research revealing that a sectionof men too are users of fairness creams, a trend also seen in the haircolour market.

A high premium attached to a fair complexion has been a well exploitedfactor by FMCG manufacturers.

Little wonder then that the fairness creams market in India, valued ataround Rs 300 crore, has witnessed a commendable growth with active brandslike Fair & Lovely leading the market.

The success of the category, thanks to the aggressive advertising andmarketing promotions, has made Fair & Lovely the leading brand in the entireskincare market. Other brands in the market, such as Fairever, have alsopicked up a consequential share of 11 per cent, according to industryestimates.

The extension of the fairness cream category to toilet soaps is an obvioustransgression, feel analysts, implicating that a similar offering may be inthe pipeline from Hindustan Lever which manufactures Fair & Lovely. Othertoilet soap brands in Godrej's portfolio are Cinthol, Godrej No.1, Ganga,Evita.