The Organic World(TOW), launched Osh, the brand’s plant-based home care label.
The new range is expected to see TOW make significant inroads in India’s household cleaners’ segment, a Rs 48,000-crore market, which is expected to grow at a CAGR of 19.6% in the next five years.
Talking about the company’s decision to foray into the segment, Gaurav Manchanda, Founder and Managing Director, The Organic World, said, “As India’s leading Responsible Retailer who is consistently working to empower our consumers with more ‘better choices’ across categories, we perceived a huge unmet demand in the household cleaners vertical. We realised that there is a massive gap when it comes to natural, plant-based cleaners that are effective and safe, thereby triggering repeat purchases and a sustained shift in consumer habits. With the launch of Osh, we are looking to offer the level of performance, safety, and quality that we believe our conscious consumers truly deserve.”