By: Smita Sinha
Last updated : June 18, 2019 11:09 am
FMCG MNC Reckitt Benckiser (RB) started the Safai Mela activation last year with 32 participating stores. This year it is going to be bigger with a special focus on regional markets beside metros.
The UK-headquartered consumer health and hygiene company’ s activation is getting bigger with a special focus on the regional markets, beside metros.
Harmeet Bhalla, Sales Director, Hygiene Home, RB India shares, “Safai Mela was a concept that we initiated in the year 2018.
He further added, “This was well received by our customers (trade partners) who saw an increase in walk-ins and increased ABV (Avg. Bill Value). This subsequently led to higher offtakes as the end consumer enjoyed the entire shopping experience. We have scaled this to 10x stores from last year across India.”
Read the full article in the June 2019 issue of Point-of-Purchase magazine