The Reunion Island parachemical company launches a pei range of dishwashing liquids and household cleaners under several brands, for mass distribution and local commerce. Started, one year ago, with the help of the government recovery plan, This diversification project opens up many other perspectives for EECA in the home care and laundry markets..
The president of EECA, Dominique Rio, is carrying out at the start of 2023 the development project that it presented in February 2022 (see Leader Meeting no. 212, mars 2022). The Reunion company specializing in automotive and AdBlue products is investing in the import-substitution market for home maintenance, with its know-how in parachemistry mixtures and an investment in bottling equipment which broadens its packaging possibilities. Previously confined (in consumer products) in 5 liter format, the company is now able to produce a diversified range of packaging adapted to the needs of large-scale distribution and small businesses. Furthermore, EECA dishwashing liquids and floor and wall cleaners include pei scents. An innovation. In total, 23 references are available : five flavors of dishwashing liquid (citron, apple, lettuce, passion, goyavier) in four formats (4 L, 1,5 L, 750 ml et 500 ml) and three flavors of household cleaner (lavender, geranium, vet thieves) a format 1,5 L.
The New Faith argument
“We have been fully operational since the start of the year”, declares Dominique Rio. The founding president of EECA, company born in 1997, also underlines its attachment to the cause of local employment through this project. All EECA products are marked Nou la Fé. The company team gained four new employees for the implementation of this diversification, bringing its workforce to 34. Dominique Rio also puts forward other arguments in favor of dishwashing liquids and pei cleaners. : “We are investing in an import-substitution market. Import problems during the Covid crisis have shown the importance of having local production for hygiene products. An island that will soon have a million inhabitants must have a detergent industry. »
Brand names, a commercial strategy
It was at the request of E.Leclerc Réunion that the parachemistry company became interested in this market from 2020. The brand wanted to have its own local brand : it was Mi M Mon Caz who, with its 5 L dishwashing liquid cans, met the needs of a family clientele. Learning from this first success, EECA convinced E.Leclerc Réunion to expand the range. Product quality, the choice of packaging and the creolization of perfumes also convinced Carrefour to launch a local own brand : Comfort of the day. “This approach builds customer loyalty, who can only find their product in their usual network of stores, and gives independence to brands to develop their commercial strategies. " Finally, EECA has just created a third brand : Pinpan. The company launches this brand of dishwashing liquid, with Creole hut decor, in local shops. Enough to supply small businesses with a new product.
