While nearly all sectors of the economy are struggling amid the Covid-19 crisis, consumer goods multinational Reckitt Benckiser, the makers of Dettol disinfectants, are claiming a foothold on social responsibility.
To ensure homes and hospitals have the products necessary to fight the spread of the pandemic, Reckitt Benckiser has had to quickly mobilise to keep its supply chains open, ramp up capacity and keep shelves stocked, all while transitioning its office staff to working from home.
"Supply chains are not just the effort of one company," said Rohit Jindal, managing director at Reckitt Benckiser (Thailand & Indochina).
"When you look at a bottle of Dettol soap, you have a cap manufacturer, a spring manufacturer, a bottle manufacturer and a label manufacturer -- and these are just the five you can see. We have had to make sure not only our supply is insured, but also that all parties are safe in getting the product in the hands of consumers."
Throughout the crisis, the company has rolled out an educational campaign to ensure the correct use of its products to fight infections, and correct handwashing methods.
Working with partners like the MRT, the Tourism and Sports Ministry, Wattana District, Terminal 21, public service offices and 14 hospitals, Dettol products have become necessary for front-line workers, with many donated to protect them from infection.
Last week the company met with the Public Health Ministry to find ways to further collaborate on this education blitz regarding hygiene standards for all Thais.
"We are open to the government in promoting healthy, hygienic habits, not only in terms of our products but also social distancing and keeping these measures in place as the country gradually opens," Mr Jindal said. "A lot of education work is needed."
In fact, the history of the Dettol brand was in response to a medical crisis.
In partnership with Terminal 21 at Asok, RB helps street cleaners wipe down public areas including the skytrain, MRT and skywalks, as well as distribute Dettol samples.
Dettol antiseptic liquid was originally created for doctors to prevent maternal sepsis and was sold exclusively to hospitals in its early years. RB, the UK-based company also known for manufacturing Durex, recorded 12.3% revenue growth to US$4 billion driven by its health and hygienic products. The company sells its products in 60 locations in nearly 200 countries including Thailand and employs over 40,000 people.
Thankfully RB has reported no Covid-19 infections among its employees and suppliers.
"There are few occasions in life where zero is the best number, but this is definitely one of them," he said.
The company is also dealing with consumer behaviour spurred by the quarantine.
Global online sales of its products saw a 50% spike in the first quarter.
"Consumer behaviour is changing to focus on everyday health and we are seeing sales move towards online across categories," said Mr Jindal. "In line with our effort to make sure they access our products in a safer way, we recently partnered with Grab to deliver Dettol products directly to homes.
"The response to the partnership shows people are looking for different kinds of purchasing options."
As Thailand's economy reopens, consumer-facing businesses will require a considerable supply of hygiene products to comply with government health and safety regulations.
He said this new practice will keep the company busy, as well as responding to changes in the months and years ahead.
"I find the approach of the Thais to this crisis is very caring," Mr Jindal said.
"Everyone is wearing masks and keeping distance, and this has been done from the bottom up."
