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| Sunday, 4 August 2002 |
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Features |  |
| News Business Features Editorial
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Talk of the Town : A soapy excitement The talk of the town last week was the massive and innovative 'spring board' launch by the management and staff of the Johnson & Johnson Division of Chemical Industries Colombo Ltd., (CIC) of their J&J products along with the introduction of a baby moisturing soap at Rs 20; and the extent to which those concerned had gone and will be going to win those 'kind hearts and gentle people.' This 'spring board' launch held at the Colombo Continental Hotel last week, saw the invitees enlightened on the numerous products of this 100 year old company, three dances by the Channa Vipuli dance troupe - one of which was titled 'Ethnic Fusion', the release of a launch memento, audio visuals, speeches and the lighting of the traditional oil lamp - not forgetting the soft, sombre strains of Dhanno Budunge. Both companies, J&J and CIC had good reason for such a celebration. and a 'springboard', the idea of the CIC staff, was rolled on to the stage for visual impact and for that 'gut' feeling that it would now "push up the J & J company which has been literally struggling here despite help from CIC." Don't forget, J & J was represented in Lanka in 1950 by ICI (now CIC) and they manufactured baby powder and soap. But when there were certain constraints which prevented "J & J from having adequate control of the manufacturing process here" and they felt they "could not assure their users of a 'quality product'," they "pulled out." The soap was thereafter manufactured in India and marketed in Lanka. Who better than Swami Raote, Vice President, CDO & Exports, Johnson & Johnson Ltd., India to tell us this: "We believe we are in the business of trust - a trust earned over 100 years and caring for five generations of babies. We left Sri Lanka on the question of quality and now look forward to working with CIC." For, says V. Rajan Kumar, J&J Regional Sales Marketing Executive based here: "Now in view of the very conducive climate created by the government, we are willing to look at this market with a long term focus for expanding our presence here." So they were here once again to strengthen those old ties and for a big celebration on July 25 at 7 pm. And when India's Group Exports & Development Manager, N.R. Srinivasam, welcomed the invitees with a 'Good Morning', heads turned and some whispered "has he got up from his sleep?" No. No..don't get him wrong. He said that deliberately and that salutation was intended to express his happiness at the dawn of a new year for both J & J and CIC - something he has been dreaming for quite sometime. And why this dream about soap? The Sri Lankan baby soap market has been growing by 12% over the last two years and netting in Rs 535 million. Just fancy that! Even more revenue than milk powder. Baby soap has a steady category of people per se and of the 80% distributed, 88% is used by a household and 46% of those who use it are adults; 87% children between 2-4 years. If you ask me why adults use J & J baby soap the answer is because they believe their skins will get as soft as those of a baby for it has a moisturising effect even in a hot and humid climate like ours; it smells like your baby and not like a flower; it is tested and certified as a clinical proven milk. And learn you must from the J & J and CIC launch and G.K. Chesterton's thinking that: 'There are no uninteresting things. There are only uninterested people.' |
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