Research by: Sandeep Puri
Abstract
After it acquired Raymond Consumer Care Limited (Raymond Consumer) in April 2023, Godrej Consumer Products Limited (Godrej Consumer) needed to manage different brands of the new entity to make a success out of this merger. Considering Godrej Consumer and Raymond Consumer both have strong, established brands, Godrej Consumer now has the post-merger onus of valuing the heritage of brands of both companies and creating a cohesive entity that can maximize brand value and ensure that all the brands retain customer loyalty and trust. Participants can assume the role of Sidshaw founders Bhavna Batra and Aarti Batra to keep the brands at the center as they form a plan to help Godrej Consumer manage the different brands, especially with their deodorant brands. They needed to guide Godrej Consumer on how Godrej can position its deodorant range differently to avoid possible overlaps in the market.
Learning objectives
The case discussions will help achieve the following learning objectives:
- Analyse the strategies a company can use to ensure alignment between the brand values and messaging of different brands after the acquisition.
- Understand the strategies to position the brands differently to avoid possible overlaps in the market.
- Assess how the acquisition can help an organization to expand its product portfolio and compete effectively.
To cite this case: Puri, S. (2025). Refreshing Godrej’s Consumer Brand Portfolio. Harvard Business Publishing, Product #: 8766-HTM-ENG.
To access this case: https://hbsp.harvard.edu/product/8766-HTM-ENG
