Exporting Purell Hand Sanitize

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This report analyzes the possibility of taking Purell Instant Hand Sanitizer, a product of GOJO Industries, into the Indian market.

Purell Must Gain Greater Market Share

Purell Instant Hand Sanitizer is a portable hand washing solution that cleanses hands without the need for soap and water. In 1997, GOJO Industries entered Purell Instant Hand Sanitizer into retail sale, and the American public embraced the product. However, as large US Competitors have entered the hand sanitizer industry, which is now worth over $400 million every year, Purell’s market share is diminishing. Although still the market leader in the industry, GOJO must fight for revenue opportunities. One way to do that is to take Purell into international markets.

India Provides an Opportunity

Possible Barriers

GOJO must consider possible barriers to Purell’s entrance into Indian markets. These barriers include:


Extensive research provides evidence that marketing Purell Instant Hand Sanitizer in India would be mutually beneficial to GOJO Industries and the people of India.

Report Overview

Statement of Purpose

The purpose of this report is to recommend marketing GOJO Industries’ product, Purell Instant Hand Sanitizer, in India. Penetrating the Indian market would be mutually beneficial for both GOJO and India.


Purell Instant Hand Sanitizer is a portable supplement to routine hand washing. Although 80 percent of disease is spread by contact with the hands, Purell kills 99.9 percent of most common germs. Therefore, Purell is and effective tool that promotes proper health and prevents the spread of disease.

In 1997, GOJO Industries, a privately owned company, introduced its hand sanitizer for retail sale. Since then, the hand sanitizer industry has exploded in the US to and industry worth $400 million per year. Many public competitors such as Dial and Colgate have entered the market. These larger competitors maintain extensive advertising budgets, which are being used to increase their respective market shares in the hand sanitizer industry. Although GOJO’s Purell brand remains the market leader, its share of the market has fallen to 39.4 percent from its initial market domination of 100 percent. (FT1) Therefore, to increase its sales revenues, GOJO needs to introduce Purell internationally.



... middle of paper ... Political pressure for protectionism remains, and moves to cut more sensitive tariffs have been halted.

Some exports are subject to licensing, while some items consumed domestically, such as tea, are subject to quota restrictions. Only a few items, such as tropical wood and beef, are banned for export.


“Company Background.'; Online. GOJO Industries, Inc. Available: March 20, 1999.

“FAQ.'; Online. GOJO Industries, Inc. Available: March 20, 1999.

Hardin, Angela Y. 1998. “GOJO: Getting a Handle on its Purell Market.'; Crain’s Cleveland Business, June 22, 6.

“Lexis®-Nexis®.'; Online. UNC-CH Electronic Indexes and Databases. Available: April 12, 1999.

Nones, Rachelle. 1998. “It’s Germ Warfare for Hand Sanitizers.'; Supermarket News. May 4, 170.

Nones, Rachelle. 1998. “Retailers Experiment with hand Sanitizers.'; Supermarket News. May 4, 170.

“Purell.'; Online. GOJO Industries, Inc. Available: March 20, 1999.
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