Consumer Health · India · Reckitt
A Reckitt brand portfolio operating across Dettol, Lizol, Air Wick, Veet, and four additional sub-brands had no unified digital home. Each brand had fragmented, inconsistent online presences managed by different teams with no shared infrastructure. The result was poor SEO performance, inconsistent brand presentation, and a customer experience that reflected a confused, siloed organisation rather than a global market leader.
The challenge was to build a platform that served the distinct identity needs of 8+ brands while maintaining unified infrastructure, shared authentication, central product management, and consistent checkout — without any brand cannibalizing another's traffic.
We architected a multi-brand e-commerce umbrella platform built on a custom headless architecture with a shared backend. Each sub-brand received its own bespoke design system — distinct colour palettes, typography, tone-of-voice, and product presentation logic — while sharing a common cart, payment gateway integration, and customer account system.
The platform was built with an SEO-first information architecture that gave each brand independent URL hierarchies, preventing cross-brand keyword cannibalization. We implemented a centralized PIM (Product Information Management) system enabling the marketing team to manage all 8 brands' catalogues from a single interface.