Reckitt Benckiser, which makes cleaning products, is looking to participate in Swachh Bharat Abhiyan through awareness, infrastructure

British multinational Reckitt Benckiser, which makes home products like Harpic, Lizol, Air Wick and Dettol among others, is betting big on the Swachh Bharat mission. Robert de Groot, president – Hygiene Home, believes that while the government has built many toilets, the level of hygiene has not changed much over the years. In Mumbai to participate in the World Toilet Summit, he says India is among the top three markets for Reckitt Benckiser and the company is working towards enhancing the hygiene level in the country. Excerpts:

Swachh Bharat seems to be one of the government’s most ambitious projects. How is Reckitt Benckiser planning to collaborate?

We are fortunate to collaborate with something like the Swachh Bharat mission. But it seems that just giving infrastructure is not enough. Under the mission, the government has built 100 million toilets across India but many of them remain unused due to lack of habit. More investment should be made in behaviour change communications and the idea of using toilets should also be worked upon. Building toilets is more important than building temples.

Do you have a plan or strategy to execute your vision of hygienic India?

There are three steps we are looking forward to. One is providing infrastructure; here the major role is played by the government and other corporates. Our expertise is communication and ideating. We will help build toilets with the expertise we have. Two, induce behavioural change, which is a much bigger task. The whole state of people not using toilets and preferring open defecation needs to change. In this process, the younger generation can guide the older generation. Three, maintenance; just providing infrastructure is not the solution as water needs to be provided to make it usable.

Do you have an example of success in this regard?

The idea is to break the deafening silence around hygiene and how whatever is learnt in Mumbai can be implemented in countries like Africa. We sell products like Harpic and Lizol, which make hygiene integral to our thought process and thus, if this collaboration works out, it can be implemented in many other places. Reckitt Benckiser has become the main player in India due to hygiene products like Harpic and Lizol. India as a country is changing without being a dominating force like USA or Europe. It is doing so without losing its cultural identity and I am happy to see the positivity amongst the young generation.

How important is the Indian market for Reckitt Benckiser?

India is very relevant as a market; it comes in the top three markets where the market growth is really high. A lot has changed in 15 years in India. But a lot has not changed. One of the crucial things amongst these is the status of hygiene.

What is your experience in India?

I have visited India several times in my 25 years with Reckitt Benckiser. I interact with consumers every time I come. I spoke to a few consumers in Chembur. I met this woman named Anitha who had a family of six, including her daughters who have to walk about 20 minutes to access toilets, which was shocking. Thus hygiene is not only related to health but also to education as kids are dropping out of school due to lack of toilets; women empowerment and the overall development of the society.