Reckitt Benckiser partners with Cogent Transware to go digital in India

By

Isabelle Crossley

Published
Mar 1, 2019

Clearasil skincare and other fast moving consumer goods (FMCG) maker Reckitt Benckiser has partnered with Gurugram-based logistics firm Cogent Transware and plans to go digital in India.

Reckitt Benckiser will bring some of its premium products to India through brand-specific platforms and has signed a partnership arrangement with Cogent Transware for backend operations, a company official told ET Bureau. The partnership will see Cogent Transware buy products from Reckitt Benckiser, store them in a “tech-driven” warehouse and monitor them, and then deliver them to consumers.

The Gurugram-based business’ chief executive Sandeep Sharma explained: “Our new process will combine digital power with infrastructure and service capabilities for safer and faster delivery of products to the end consumer.”

The “hybrid logistics” model is designed to reduce working capital through the use of a single-point inventory and order management system. It will also include single-point payment collection.

Reckitt Benckiser has already launched direct sales for its brand Durex in India and plans to launch other brands this month, according to ET Bureau’s sources.

The business’ global president for hygiene and home, Rob de Groot, had previously stated that Reckitt Benckiser will focus on its online business in both India and China to tap into the nations’ growing middle classes.