Expansion and Investment Details
Godrej Consumer Products Indonesia (GCPI), a subsidiary of Godrej Consumer Products Limited (GCPL), inaugurated the first phase of its new manufacturing facility in the Kendal Special Economic Zone, Indonesia.
Investment Size: IDR 500 billion (approximately INR 250 crore)
Land Area: 5.5 hectare site, with first phase developed across 2.5 hectares
Product Focus: First phase dedicated to Household Insecticides manufacturing
Capacity Expansion: The investment will expand home and personal care categories capacity by approximately 15%
Current Utilization: Facility addresses current capacity utilization of 75-80%
Strategic Rationale and Market Context
Indonesian Presence: GCPI has been operating in Indonesia since 2010, with business growing 4.5 times since inception
Market Reach: Brands including HIT, Stella, Mitu and NYU reach approximately 1 in 4 Indonesian households
Growth Objective: The investment positions the company to meet rising regional demand and scale operations
Export Platform: Kendal facility is intended to become a platform for exports around the region
Operational Features and Technology
Construction Timeline: Facility built in just over one year
Technology Integration: Designed with technology and data embedded into operations from the start
Operational Benefits: Provides greater visibility, enables more effective operations at speed, closer connection to real demand, faster decision-making capability
Innovation Capability: Enhanced ability to turn consumer insight into relevant innovation at scale
Workforce and Sustainability Initiatives
Inclusion Targets: Ambition for women to represent 50% of workforce, with meaningful opportunities for persons with disabilities
Responsible Manufacturing: Focus on resource efficiency, energy visibility, biodiversity, and waste management
Environmental Footprint: Commitment to reducing facility's environmental impact through responsible operations
Leadership Commentary
Aasif Malbari, Managing Director & CEO, GCPL: \"Indonesia is an important part of our business, and we believe there is significant headroom to grow. Kendal is a big step in that direction.\"
Rajesh Sethuraman, Business Head, Indonesia & Global Head, Business Transformation and Digital, GCPL: \"What excites me about Kendal is not only what we have built, but how we have built it... giving us better visibility and enabling us to operate more effectively and at speed.\"
Vaibhav Ram, Global Head, Human Resources, GCPL: \"For us, how we grow matters as much as how much we grow. At Kendal, inclusion is being designed into the workplace... making inclusion and responsibility part of how we do business, every day.\"
Inauguration Event
The inauguration brought together:
- Ambassador of India to Indonesia (Sandeep Chakravorty)
- Deputy Governor of Central Java
- Regent of Kendal
- Senior representative from Indonesia's Ministry of Investment and Downstream Industry/BKPM
- Key stakeholders, partners and senior leaders from GCPL and GCPI
Company Background
Godrej Consumer Products Limited serves 1.4 billion consumers globally and ranks among the largest Household Insecticide and Hair Care players in emerging markets. In Indonesia, the company is the second largest player in Household Insecticides and number one player in Air Fresheners and Wet Tissues.