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    Reckitt Benckiser in makeover mode

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    In an effort to strengthen its global identity, Reckitt Benckiser, the global household, health and personal care products manufacturer, has announced a complete revitalisation of its brand. As part of the plan, it will introduce the initials — RB alongside Reckitt Benckiser on an international basis to simplify the pronunciation of the company, according to a company press release.

    Sethi, CMD, , said, “The new logo will represent our spirit and passion for how we carry our business and what we plan to achieve.”

    “Our new identity is designed to be the outward manifestation of the proposition we offer to our employees and customers. It is another step forward on Reckitt Benckiser’s amazing journey,” added Sethi.

    The company is currently operational in 60 countries. In India, it offers brands including , , , , , Vanish, Easy Off Bang, Veet, Colin, Disprin, Strepsils and Clearasil. The new branding will also appear on product packaging across the portfolio, added the release.

    — IndiaRetailing Bureau