New Delhi | 12th January 2021: Trendy, vibrant, and pocket-sized on-the-go range of sanitizing products targeted at millennials who are looking for stylish and more relaxed options that go with their lifestyle.

India’s first:

• Biodegradable, non-alcoholic 100% viscose fiber gadget-disinfectant wipes. Safe for gadgets and safer for the environment

• An aerosol base no-gas hand sanitizer spray, with more than 70% alcohol and Its Non- sticky, with moisturizer and Kills 99.99 % of germs and bacteria*

• Fresh and pleasant fragrances in Orange Peel, Aqua, Citrus, Lemon, and Pine Haze

The Covid-19 pandemic has brought unprecedented changes in how we work, how we travel, and how we live. Amidst all the adversity, it has also fuelled creativity and innovation and led to new products across the lifestyle category. SVISH ON-THE-GO, the first ‘Made-in- India’ range of sanitizing products in the lifestyle category.

The products target millennials and generation z,who refuse to choose between form and function, substance, and style. Conceived and crafted by two well-known creative individuals with a background in lifestyle and branding, the SVISH range of products are being promoted with the tagline “SVISH Karo, Aage Badho” to resonate with the desire of its cool target segment that wants to move on from the panic and doomsday attitude with the assurance of safety.

Ishan Grover, a celebrated craft brewer, credited with setting up more than 70+ Craft Beer brands, was busy preparing for the world beer cup (a prestigious craft beer event in Texas, United States) the lockdown was announced. Jaideep Mahajan (JD), a well-known adman with stints as Creative Director at JWT, McCann, Linen Lintas, and Rediffusion Y&R, planned to head back Canada to be with his family when airports shut down globally.

Seeing lakhs of liters of his carefully crafted beer go down the drain thanks to the lockdown, Ishan began to think of new creative ideas for his business. That’s when he connected with Jaideep. Their conversations’ recurring theme was sanitizers and how the market was full of products that left your skin feeling irritated, itchy, dry, and smelly. There was a clear need for a product that not just kills germs but also takes care of your skin and uplifts your mood.

Talking about the product design journey, Ishan shared, “Every detail mattered. Starting with the size, we made sure the products fit inside a pocket. We then worked with pharma companies to tailor the formula, sampled thousands of essential oils for natural fragrances, and created a range that is not just functional but also aligns with your lifestyle.”

The packaging is vibrant and trendy, which has been designed in-house by JD. Jaideep Mahajan shared, “Covid-19 has reminded us that life is short and if something’s worth doing, it’s worth doing well. Our intent was not to hurry to cash-in on the opportunity but to create a quality product that also took care of the environment. The only plastic in the product is in the nozzle. The ‘Pine Haze Gadget Disinfectant Wipes’, are the first 100% Biodegradable Gadget Disinfectant Wipes in India.”

Elaborating on the product name he said, “SVISH is not just a name (noun), it’s an act (verb) too. The name SVISH is derived from the word SWISH, which means the sound of water, and going forward, SVISH will replace the word sanitize or the act of spraying to sanitize’.

Sanitization was a choice in the pre-COVID-19 era, but in the post-COVID-19, it’s a must. Earlier consumers purchased what was available in the market at their disposal, no matter how awful it looked or smelled. But times have changed, and sanitizers are a must-have lifestyle product for safety in the new everyday world.