Emami has forayed into the Rs 4,000-crore home hygiene space with a suit of products to cash in on the changing consumption pattern during Covid times.

The Calcutta-based FMCG player, which was so far present in the personal care and healthcare space, has entered the new category with the ‘Emasol’ brand. It has signed up cricketer Shikhar Dhawan as the brand ambassador.

Director Mohan Goenka said the home hygiene segment has been growing in double digits even before the pandemic.

“We are seeing frequent cleaning at home across all economic stratas. The category is expected to grow faster going forward,” Goenka said.

A Worldpanel Kantar report says the use of toilet cleaners have gone up by 47 per cent, floor cleaners by 41 per cent and disinfectant use by 28 per cent in the post-Covid world.

Nielsen category trends show that e-commerce channels recorded a growth of around 80 per cent for floor and toilet cleaners.