The Clearock products on display at The Park. Picture by Rashbehari Das

Pepper spray to tea tree oil-infused soaps, shampoos to scented candles, another direct marketing company is bringing these and more to the consumer’s doorstep.

Clearock Enterprises Pvt Ltd, a subsidiary of a US-based company has launched its product bouquet through the country with a “low hype consumer-oriented marketing plan” three months ago. “The consumers themselves turn brand ambassadors for the products and spread the message through a viral marketing technique,” explains Jay Mackay, senior business advisor for Clearock, in town on Thursday.

Clearock also has an interesting line of products, including a health and wellness range, a look and feel good range and a comfort and convenience range. The health and wellness range has joint and muscle ointments, amber-based anti-oxidant pills, energy drinks, digestive pills and an ozone water purifier.

The look and feel good range has soaps, shampoos with tea tree oil and anti-aging creams and protective creams.

The comfort and wellness range is perhaps the most interesting. Aside from the usual scented and decorative candles, the company has on board an innovation called the “cool collar”, which is soaked in water prior to use and wrapped around the neck like a collar to keep you cool for four hours at a stretch.

Clearock is also marketing a pepper spray for self-defence purposes.

“We already have a reach in the districts as people are trying out the products and becoming involved in the marketing process,” says Kishor Bhan, business development leader in Calcutta. “We have a client base and sales teams in regions like Nadia and Murshidabad which makes it a rather interesting breakthrough for such a typically urban product line,” he adds.

“Apart from this, the success in the interior regions and rural areas is largely a result of trial-sized packs on offer,” says Mackay.

The “shared business development effort” involves incentives and compensation plans for sales people.

Diya Kohli