Godrej Bloq marks the newest entry as a personal care fragrance product by Godrej Consumer Products
Godrej Consumer Products or GCPL has notified the national rollout of Godrej Bloq, its underarm deo and antiperspirant brand. Godrej Bloq enters the growing antiperspirant category with a lightweight lotion format that claims to deliver up to 48 hours of sweat and odour protection.
The company said that suitable for all skin types, it is available in a 40 gram pack priced at Rs 99 and can be purchased through quick commerce and ecommerce platforms, including Blinkit, Zepto, BigBasket and Amazon.
The company has also partnered with Bhamla Foundation to support the distribution of 500 pink e-rickshaws to women across Maharashtra. Initiated by the Maharashtra government, the pink e-rickshaw scheme aims to create livelihood opportunities for women through vehicle ownership and entrepreneurship.
“Consumers today lead increasingly active and dynamic lifestyles and they expect products that deliver both performance and convenience. Godrej Bloq has been developed to address this evolving need through an innovative lotion-based format that offers effective sweat and odour protection, helping consumers feel fresh and confident throughout the day,” stated Samir Suryawanshi, Head of Marketing, Personal Care, GCPL.
Focus On Portfolio Transformation
Highlighting that the next phase of India’s growth journey will be shaped by a different set of categories, Sudhir Sitapati, Managing Director (MD) and Chief Executive Officer (CEO) of GCPL said that portfolio transformation is the most important strategic priority for the company over the next several years.
In GCPL’s annual report for 2025-26, Sitapati added that consumer preferences are shifting towards newer formats and premium solutions. “The task is to do two things simultaneously: continue strengthening core businesses while rapidly building the categories of the future,” he said.
The MD pointed out that over the last four years, the company has taken multiple deliberate actions across three routes: organic innovations, which represent the bulk of the work; inorganic acquisitions in high total addressable market (TAM) categories; and organic geographic expansion.
