Godrej Consumer Products Limited (GCPL) has announced the national launch of Godrej Bloq, its new underarm deodorant and antiperspirant brand, alongside a partnership with Bhamla Foundation to support the distribution of 500 Pink E-Rickshaws to women across Maharashtra. The initiative combines the launch of a personal care offering for active, on-the-go consumers with a broader focus on women empowerment, livelihood generation and sustainable mobility.
Launched by the Government of Maharashtra, the Pink E-Rickshaw Scheme aims to create livelihood opportunities for women through vehicle ownership and entrepreneurship. To further expand the programme, Bhamla Foundation is distributing 500 additional beneficiaries by funding the beneficiary contribution under the scheme and facilitating financing, training, registration and onboarding support. As part of the partnership, Godrej Bloq is supporting the distribution of 500 Pink E-Rickshaws and providing Bloq Freshness Kits to participating drivers, helping them stay fresh and confident during long hours on the road.
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.”
“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,” Suryawanshi added.
Godrej Bloq enters the growing antiperspirant category with a lightweight lotion format that delivers up to 48 hours of sweat and odour protection while providing underarm care benefits. Suitable for all skin types, it is available in a 40g pack priced at ₹99 and can be purchased through leading quick-commerce and e-commerce platforms, including Blinkit, Zepto, BigBasket, and Amazon.
