The launch of the Protect Range of surface disinfectants is a move towards bolstering that purpose. Adhering to the norms of this ‘new normal’, Marico Limited aims to drive meaningful partnerships within the ecosystem to provide the best in class hygiene solutions to corporates and service providers.

There is a significant shift in consumer behavior towards adopting conscientious safety and hygiene practices due to the global pandemic. This has led to a steep surge in demand for personal, domestic, and out-of-home sanitizing and disinfecting solutions. Moreover, as the unlock eases and people venture outside the comfort of their homes they are focused on alleviating hygiene and safety concerns.

Marico announces its partnership with India’s leading mobility platform and one of the world’s largest ride-hailing companies, Ola, to help them continue to offer safe mobility services to all. Ola will provide The Protect range to the driver-partners and it will be used by them to disinfect commonly used surfaces like the seat, inner panel, handles, etc before every ride. This partnership is poised to further Ola’s Ride Safe India initiative that has been launched to ensure strict adherence to safety and hygiene protocols thereby enabling the customers and driver partners to experience safe and best in class mobility services.

Marico has also partnered with HDFC Limited, India’s premier housing finance company where Marico’s Protect range will be instrumental in safeguarding their customers and employees in offices across India. The Protect range will help create a hygienic and sanitized work environment for both HDFC employees and the customers who walk into their offices.

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The current situation demands proper health hygiene so consumers’ demand for such a product are also on a rise and has become the top priority. Besides hand, home and kitchen hygiene people are also in search of products which take care of germ control, even in veggies and farm produce . Marico took a step towards it and bridged the gap with its innovative solution Veggie Clean that works towards ensuring vegetable and fruits germs free.

The agency will be working towards the brand positioning in the customer’s mind and also assist with the product launch, not only that it will also put efforts towards advertising campaigns and effective communication strategy for Veggie Clean. Out of all the responsibilities the agency has in its list of work needs to focus on the brand’s digital presence across various social, digital, and e-comm platforms.

Talking about the win, Hari Krishnan, CEO, Mullen Lintas said: “Over the past few years, personal and domestic hygiene have become paramount for consumers across the country, which has led to many new behavioral trends and habits. We are delighted that Marico has assigned us the creative duties for Veggie Clean and our task is to create a permanent place for the brand across the many kitchens of India. This will be a digital-first brand and teams have already begun the work to craft the brand idea and seed the brand message.”

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Dabur in its complaint states that Saffola has brought a lot of things in similarity to Dabur in its product which includes the yellow cap, dome-shaped label, use of honeycombs on the label  and also other similarities,

In response to the paperwork filed by Dabur, the courtroom stated in its interim order that “An overall comparison of the two product as noted above would prima-facie show a similarity causing confusion in the minds of the buyer, even though the trade name Saffola is prominently noted on the bottle.”

“It is clarified that this interim injunction would not apply to the products already sold by the defendant in the market and the defendant will maintain the accounts thereof which will be submitted to this court,” the order additional stated whereas setting the following date of listening to in August. In a similar appeal by Marico both the parties involved agreed that the “order be kept in abeyance since the interim application preferred by the plaintiff/respondent herein is still pending consideration and has not been disposed of,” according to a court order of 17th July.

“The matter is sub judice before the Delhi High Court and we will therefore not be able to comment on the case,” a Marico spokesperson stated in an email response. “We would like to inform that Marico continues to manufacture and sell Saffola Honey.”

Dabur in response to the order declined to say anything giving the reason that the case is still under sub-judice.

Dabur in its statement to the court said that it had been promoting Dabur Honey for a very long time since 1965, and the new brand packaging and the shape of the present bottle were adopted in the year 2013, retaining major elements of the trade dress and other important features. Dabur additionally gave out the figures of its gross sale in its honey segment between 2019-2020, which stood at Rs. 482 crores.  Marico, on the other hand, comes before its customers under the brand name Saffola along with oil, oats, and packaged meals, the portfolio have further been extended with the inclusion of honey into it from the month of June.

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