Godrej Consumer Products (GCPL) is eyeing a bigger share of sales from digital channels, amid changing consumer preferences. The fast moving consumer goods company is also identifying brands and categories that can be developed for online sale.

Sunil Kataria, CEO India and SAARC, GCPL said the share of e-commerce to GCPL’s total sales has increased from 2 per cent to 5 per cent and there is a potential to increase it to 10 per cent over the next four years.

“During the pandemic, e-commerce journey has accelerated and now it is 5 per cent of the business. My estimate is that over the next three to four years, this 5 per cent could become 10 per cent,” said Kataria while listing the growth drivers.

“Consumers are changing the way they are shopping and have become more of an omni channel shopper. Consumers are also much more inquisitive about knowing what is used in making the product before purchase,” he said.

The company has also identified certain categories such as air fragrances and fabric wash in the premium end that are more amenable to developing for online.

“We have built a self-sustained supply chain and there is a strong NPD (new product development) pipeline that will contribute to the growth. We are also building strong e-commerce marketing capabilities,” Kataria said.

As part of its move to drive e-commerce sales, GCPL has forayed into the premium organic baby care segment through the “goodnessme” brand which will have its own direct to consumer online platform. GCPL will not follow a similar strategy for its core brands.

The company is also seeing a revival in demand with the gradual opening up of the economy, he added.