GCPL’s UK arm acquires Soft and Gentle deo brand from Colgate-Palmolive

Keyline Brands, a UK-based subsidiary of Indian fast moving consumer goods (FMCG) company Godrej Consumer Products (GCPL), has acquired the Soft and Gentle deo brand from American oral care and personal care products manufacturer Colgate-Palmolive, for an undisclosed amount.

Soft & Gentle, which is fourth largest female deodorant brand by market share in the UK, holds major brand equity with retailers and consumers there.

The brand, which was launched in the UK market in 1976 as the first ‘non-sting’ anti-perspirant for women, has accounted for sales of Rs1.87bn (£21m) in 2011.

GCPL Chairman Adi Godrej said the firm’s acquisition of Soft & Gentle is expected to be completed in one year.

"We have a strong team in the UK that will work on leveraging the synergies from the acquisition and driving the future growth of the Soft & Gentle brand. I am optimistic that our UK business will continue to outperform the market. Our primary thrust continues on executing our 3 by 3 strategy," Godrej added.

Founded in 1990 in the UK, Keyline Brands was acquired by GCPL in October 2005.

The brand offers household and personal care products including niche brands such as Cuticura, Aapri, Inecto and Touch of Silver.