With hygiene and personal care taking top spot in the minds of consumers, FMCG companies are now launching innovative products to cater to this aspect. After Marico, ITC has launched a fruit and vegetable cleaning liquid. With neem and citrus fruit extracts, 'Nimwash,' has been designed as a preventive hygiene solution.

Nimwash Vegetable and Fruit wash is being launched in two variants — Spray & Wash and Soak & Wash.

Recently, Marico also entered the fruit and vegetable cleaning segment with the launch of 'veggie clean' to help bridge the gap in kitchen hygiene.

Many consumer goods companies started off by launching products in the health and hygiene segment and have now moved on to adjacencies.