afaqs! news bureau
Marketing

ITC Savlon introduces a sustainable “squeezable” handwash pack; contains 22% less plastic than regular pump packs

Called Pichkiao, it’s reusable, refillable and easy to use and carry.

ITC Savlon has been at the forefront of disruptive thinking and design re-engineering to enable innovation and efficiency in the health and hygiene segment. In line with its mission to provide access, convenience and affordable solutions in hand hygiene, ITC Savlon introduces Savlon Pichkiao handwash, a first of its kind handwash pack format that is reusable, refillable and easy to use and carry. Designed on the principle of capillary action, this unique pack eliminates the need for a pump in a handwash pack. As a consequence, the pack contains 22% lower plastic compared to a pump pack of similar volume.

Savlon Pichkiao handwash crafted to wash away million germs* is being launched at a price of just Rs.15 for 70 ml.

The design of the Savlon Pichkiao handwash bottle has better squeezability, due to its unique capillary action. The product pack is easy to use wherein consumers do not need to tilt the bottle. A gentle squeeze gives access up till the last bit of the handwash solution in the bottle. Reusability of the bottle and the pump-less design brings in a new format in the category and redefines optimisation.

Chhota Bheem the most inspiring young Indian superhero continues to be the brand ambassador for Savlon Pichkiao. Chhota Bheem’s battle cry of “Karo laakhon Germs* ko dhishkiao, with Savlon Pichkiao” adds a unique fun and adventurous experience for the young consumers in their fight against a million germs every day.

Sameer Satpathy, divisional chief executive, Personal Care Products Business, ITC Limited, said, “Savlon Pichkiao ushers in a new design capability in the category with its pump-less offering. It is not only efficient but also an optimal utilisation of resources to enable convenience and accessibility at a very affordable pricing. The product design overall brings to bear ITC’s strengths in design thinking and innovation. The introduction of Savlon Pichkiao drives Savlon’s commitment to provide access to hand hygiene and help adopt washing hands with handwash as an everyday best practise across the nation.”