Godrej Consumer Products Limited (GCPL) has launched Godrej Bloq, its new underarm deo and antiperspirant brand, alongside a partnership with Bhamla Foundation to support the distribution of 500 Pink E-Rickshaws to women across Maharashtra.
The initiative coincides with the Maharashtra government's Pink E-Rickshaw Scheme, which aims to create livelihood opportunities for women through vehicle ownership and entrepreneurship. As part of the partnership, Bhamla Foundation will facilitate financing, training, registration and onboarding support, while Godrej Bloq will support the distribution of the vehicles and provide Bloq Freshness Kits to participating women drivers.
Commenting on the launch, Samir Suryawanshi, Head of Marketing – Personal Care, Godrej Consumer Products Limited (GCPL), said, "Consumers today lead increasingly active and dynamic lifestyles and they expect products that deliver both performance and convenience. Godrej Bloq has been developed to address this evolving need through an innovative lotion-based format that offers effective sweat and odour protection, helping consumers feel fresh and confident throughout the day."
He further added, “We firmly believe that confidence can play a meaningful role in enabling women to pursue opportunities and achieve financial independence. Godrej Bloq is designed for women who are constantly on the move, women who work hard, take charge and keep our cities moving. Through the Pink E-Rickshaw initiative in partnership with Bhamla Foundation, we are proud to support women entrepreneurs who are building livelihoods while contributing to a cleaner and more sustainable mode of transportation.”
