Mumbai : Godrej aer, India’s No. 1 home fragrance brand from Godrej Consumer Products Ltd (GCPL), has expanded its portfolio of automatic home fresheners with the introduction of Godrej aer matic Royal, an automatic room freshener crafted exclusively for the festive season. Featuring an elegant rose-gold finish and the indulgent Warm Vanilla fragrance, the new variant is designed to enhance home interiors and create a welcoming ambience, while positioning air care as both a daily essential and a festive indulgence for Indian households.
Air fresheners remain one of the fastest-growing segments in the West India region, valued at over ₹700 crore within the broader home care market. Automatic home fresheners forms over ₹400 crore part of the overall air fresheners category. The West region accounts for approximately 40% of overall consumption, with demand in this region spiking by over 50% during the festive season.
Godrej aer matic Royal Festive Essence extends air care beyond daily utility, appealing to aspirational urban consumers and festive shoppers nationwide. The device is designed to blend seamlessly with home interiors, featuring a built-in stand for shelves as well as easy wall-mounting options. The Warm Vanilla fragrance combines rich vanilla with soft floral undertones, creating a warm and inviting ambience. Each refill delivers up to 2,200 sprays, lasting up to 60 days on low settings, while the smart timer offers customizable intervals of 10, 20, or 40 minutes — ensuring uninterrupted freshness.
“Air care has delivered double-digit growth for us in India over the past three to four years, driven by continuous innovation in formats and fragrances,” said Ashwin Moorthy, CMO – India & Global Head of Categories, Godrej Consumer Products Ltd (GCPL).
Ashwin further added, “Festivals are when families invest the most preparing their homes. For the first time ever, we are introducing a special edition Matic, which is a festive Matic — developed entirely in India and infused with the indulgent Warm Vanilla fragrance that captures the warmth of celebrations and togetherness. With Godrej aer matic Royal Festive Essence, we aim to elevate the festive ambience at home while also positioning air care as an aspirational gifting choice, making this a key festive variant for both the brand and the category.”
The launch is supported by a heart-warming TVC conceptualized by Godrej Creative Lab, the in-house creative studio of GCPL. The film humorously depicts familiar festive season scenarios like kitchens filled with the aroma of fried snacks, hallways smelling of fresh paint, and the air carrying the smoky scent of firecrackers. While these smells are part of celebrations, they don’t necessarily feel festive. The TVC shows how Godrej aer matic Royal Festive Essence transforms these everyday festive smells into a signature festive fragrance, spreading freshness every few minutes and ensuring homes smell as festive as they look.
Godrej aer matic Royal Festive Essence starter kit (device + refill) is priced at ₹549 and will is available across modern trade, general trade, and leading e-commerce platforms.
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