- Reckitt Benckiser India has inked an agreement with Gurgaon-based logistics and supply chain company Cogent Transware for backend partnership to facilitate its e-commerce business
- The company has increased investments in digital and e-commerce space by three times since 2017
The British consumer goods company Reckitt Benckiser has reportedly commenced its own direct-to-consumer e-commerce business to sell some of its well-recognized products in India via brand-specific platforms. As per trusted sources, the company has joined a select set of companies with their own sales websites, such as ITC and Mondelez.
Reportedly, Reckitt Benckiser India has inked an agreement with Gurgaon-based logistics and supply chain company Cogent Transware for backend partnership to facilitate its e-commerce business.
The Chief Executive Officer of Cogent Transware, Sandeep Sharma was reportedly quoted saying that the new process would integrate digital power with infrastructure and service capacities for faster and safer delivery of products to the end consumer. The said model would lower working capital owing to single-point inventory and order management, and include single-point payment collection, Sharma further added.
Reportedly, Reckitt Benckiser India has already commenced direct sale of Durex condoms through its website Durexindia.com. The company aims to begin online sales of a few other brands in March this year, claim reliable sources.
Global President (hygiene and home) at Reckitt Benckiser, Rob de Groot was reportedly quoted earlier this month saying that the firm would hyper target customers on e-commerce in China and India, keeping in view the emergence of the middle class. Rob had further stated that putting big sales forces together and visiting the retail outlets has become a thing of the past as the rules of fast-moving consumer goods have changed drastically.
The digital technology has opened up completely new opportunities both at the transaction part as well as consumer communication part from a channel perspective, Rob had further added.
Reportedly, the company has increased investments in digital and e-commerce space by three times since 2017.