‘ Redcliffe Hygiene ‘ set to take on GCPL, HUL

Redcliffe Hygiene is on an expansion mode… ?Swati Soni

Gurgaon-based startup Redcliffe Hygiene has recently launched GymSafe, MoskitoSafe and PalmSafe, a range of sanitizing hygiene products. This move is aimed at taking on corporate biggies such as Godrej Consumer Products (GCPL) or Hindustan Unilever (HUL). The company has recently come out with PeeSafe, a toilet seat sanitizer.

Redcliffe Capital invested around $1 million for its brand-building initiatives across product categories under Radcliffe Hygiene. The company bought a 10 per cent stake in SafetyKart.com and a considerable share in RedCliffe Hygiene. They are now using the acquired funds to build and promote a new range of product and make it available pan-India though offline distribution module.

Vikas Bagaria, managing director (MD) and founder of Redcliffe Hygiene, said, “Our product GymSafe is the only portable gym sanitization product in the world. Gyms in India are cleaned but they lack hygiene factors."

“Realizing its importance we launched GymSafe. The aerosol-can based product is portable and once sprayed it doesn’t require drying or wiping,” Bagaria said. In the first month of its launch, the company has sold over 10,000 units. “All our products are lab-tested and gives 99 per cent germ-free results,” added Bagaria.

The company informed that PalmSafe is an alcohol-free product. It is a foam-based waterless sanitizer with no alcohol. “In India there is a huge database of consumers who have aversion to alcohol and alcohol-based sanitizer tends to make skin hard. Considering this trend, we launched PalmSafe,” said Bagaria.

The company plans to promote this product in Islam dominated countries. They would promote alcohol-free sanitizer across hospitals and schools.

MoskitoSafe is used for safety from mosquito bites. While the market is flooded with mosquito repellants and creams, this product is free from alcohol and deet. “MoskitoSafe is a portable spray can and it could be sprayed like a deodorant. This product could be safely used by pregnant women and kids,” added Bagaria.

These products are available on SafetyKart and also e-commerce platforms such as Amazon, Flipkart and offline retail stores. Redcliffe Hygiene plans to make these products available across Middle East, Ghana and Malaysia by next year.

Redcliffe Hygiene plans to open its subscription of a bridge round, which would be compulsory convertible debentures (CCD) based.

How successful do you think sanitizing hygiene products would be in our country? Do share your views.