Vivek Gambhir is Managing Director, Godrej Consumer Products Limited (GCPL), and the key architect of the firm s 3x3 strategy to drive international expansion. He talks ‘India Global Business’ through the strategy and the consumer giant’s over-arching goals with a specific eye on emerging markets like Africa. How would you describe GCPL's Africa strategy and how does it fit into the 3X3 plans?
Over the past few years, we have been scaling up our international presence with acquisitions that fit well in our “3 by 3” strategy – a presence in emerging markets in Asia, Africa and Latin America through three core categories – hair care, home care and personal care. These strategic acquisitions have strongly aided our growth story. Through them, we have both extended our core businesses and implicitly broadened our presence to a wider canvas.
Establishing a strong foothold in Africa is a key part of our strategy, both in terms of business size today, as well as potential for the future. Africa contributes 31 per cent of our revenues from international businesses, with annualised revenues of $200 million. We now have a growing business presence in South Africa, Mozambique, Nigeria, Kenya, Ghana, Uganda, Tanzania and Angola in the hair extensions, hair cosmetics, hair colours, household insecticides and personal wash categories.
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