GCPL backs 500 Pink E-Rickshaws for Women in Maharashtra

By: Women Entrepreneurs Review Team | Friday, 24 July 2026

Godrej Consumer Products Limited (GCPL) has revealed that it has introduced its new underarm deodorant and antiperspirant brand Godrej Bloq, which will be launched all over the country. The company has also signed up with Bhamla Foundation to help distribute 500 Pink E-Rickshaws to women in Maharashtra, as part of the product introduction, which is also championing women entrepreneurship and sustainable mobility.

The launch is part of GCPL's efforts to bolster its footprint in the personal care market and cater to the rising demand for hygiene products that are both convenient and effective. Godrej Bloq has been designed for people with an active lifestyle as it provides sweat and body odour protection in long lasting formula in a lotion-based roll-on format, the company said.

As a part of the partnership, Godrej Bloq will be supporting in delivering 500 Pink E-Rickshaws as per the Government of Maharashtra's Pink E-Rickshaw Scheme. This project is designed to provide opportunities for women to become self-employed and to own vehicles. Under the partnership, the Bhamla Foundation will help the beneficiaries contribute to the scheme and also help with financial assistance, registration, training and onboarding of the women drivers who are selected.

Key Highlights:

• GCPL launches Godrej Bloq nationwide, entering the underarm roll-on category
• Partners with Bhamla Foundation to support 500 Pink E-Rickshaws for women in Maharashtra
• Priced at Rs 99, the product is available on Blinkit, Zepto, BigBasket, and Amazon

Godrej Bloq will also donate Bloq Freshness Kits to the women drivers that participate in the e-rickshaw distribution. The kits are designed to keep the drivers fresh and confident on the road, when taking on long hours, according to the company.

Commenting on the launch, 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.”

In his opinion, the company feels that this trust is significant in helping women to follow the opportunities and become financially independent,” Suryawanshi added. He added that the new brand is aimed at the women, who are always on the go and the collaboration with the Bhamla Foundation is part of the company's initiatives for promoting women entrepreneurs and making transportation cleaner and greener.

The Government of Maharashtra has launched its Pink E-Rickshaw Scheme to empower women to build economic chances by being electric vehicle owners. It also contributes to the larger initiative of the state to encourage eco-friendly transport options and promote the participation of women in the workforce.

Godrej Bloq comes in a 40-gram pack, costing Rs 99. The product is available across the top quick-commerce and e-commerce platforms like Blinkit, Zepto, BigBasket, and Amazon, thus making it accessible across the country.

GCPL is continuing to grow its personal care line with the introduction of Godrej Bloq and will also tie the launch with a social cause that will support women entrepreneurs and sustainable mobility. Product innovation and engagement with the community is expected to boost the company's presence in the rapidly expanding personal care market and empower women to achieve independent livelihoods.