Jyothy Laboratories Limited is in the business of meeting the everyday needs of consumers by creating well-packaged and technologically advanced products in four segments of the fast-moving consumer goods industry. We have offerings in fabric care, dish wash, household insecticide and personal care. Our brands are household names such as Ujala, Henko, Exo, Pril, Maxo and Margo. We are also in the business of laundry services.
With a market capitalisation in excess of 5,200 crore as on March 31, 2016, and total sales of 1,644.73 crore, the Company’s operations are spread across the length and breadth of the country, comprising 24 manufacturing facilities across 14 locations, two research and development centres, and 5,500 committed employees.
We do not follow. We lead.
Every product launched by the Company
is backed by cutting-edge ideas and
innovation in the industry. With that
strategy and intent, all our brands have become profitable in the shortlist possible time.
Our sustained success has come from never losing sight of the main purpose: to make life better, happier for the common man – or in our case, the common woman, as she was the consumer of our first product, Ujala.
A watershed moment came in 2011, with the acquisition of the controlling stake in Henkel India Limited, the local arm of the German FMCG giant. This was more than a business deal. It was a matter of great pride that we had the reach and resources to accomplish this. More significantly, we were the first major Indian player to acquire a foreign company’s consumer business in this country.
Jyothy Laboratories has a clear strategic intent: we want to focus on strengthening our position as manufacturer of superior products, with brands that are backed by strong investments. Brand innovation, targeted messaging, re-launching and repackaging brands to keep in tune with the evolving consumer has helped us grow.
Three elements have helped us on our journey. First, the voice of the consumer – we listen and gather genuine insights; second, our process efficiency - we drive end-to-end efficiencies accross our value chain; and third, our organisationbuilding capabilities. All of this has helped us strengthen our presence on ground and in the market place.
Jyothy Laboratories today covers about 0.6 million direct sales outlets across the country through our sales team and 1 million outlets through stockists. Our products like Ujala Fabric Whitener is available in 2.9 million retail outlets. Our priority is deeper and wider penetration into the most promising markets. Besides making the products available in more places, the sales network focus is on reaching the right stores. We build relationships with outlets that are best placed to give us access to the target consumers for specific brands. This brings the maximal return on the investment in distribution network. Also, changes in logistics now allow for a much shorter transit time, enabling us to quickly replenish stocks in these sales outlets whenever required.
We connect with sales outlets through an aggressive ‘feet on street’ strategy, which pays off handsomely. Today, our 1,978-strong sales force has ensured that our products are available across more than 1,400 stockists, 260 super-stockists and 4,000 sub-stockists, and that we can reach out to the smallest of urban and rural towns. In 2015-16, we added 42,200 more rural outlets over the previous year's figure. Increased coverage and a go-to-market strategy for rural centres are expected to help us sustain growth.
We are a company that puts the best people in the right jobs. Our highly experienced senior executives make Jyothy Laboratories more competitive, drive new product developments and chart a growth path. At every level, there is top-down training and grooming for higher roles. Employees receive continuous guidance in technical, functional and leadership skills. Our sales force, affectionately called the ‘white army’, has a thorough knowledge of territories. Passion, creativity, speed and hard work sum up our work culture. We have the industry’s best human resource practices, making every employee feel like family.
Right price points for products, convenient packaging, extensive distribution, and strategic communication are the four defining aspects of our business. We focus on simple, strong, sincere ways of serving consumers.
In a world of business rules, Jyothy Laboratories is an exception. We have proved 'the power of small' – small insights leading to big ideas and amazing impact.