Convertex: Made In India, Made For The World

The Indian FMCG cleaning products market is witnessing a remarkable transformation, driven by shifting consumer preferences, enhanced hygiene awareness, and infrastructural development. Post-COVID, the industry has seen exponential growth, with consumers opting for better-quality cleaning solutions. This shift, combined with reduced dependency on imports from China, has positioned domestic manufacturers like Convertex India Pvt. Ltd. at the forefront of this evolution.

Convertex has been a trailblazer in introducing revolutionary cleaning products. Over 29 years ago, the company introduced India’s first stainless steel scrubber, reshaping household cleaning practices. “At a time when traditional plastic nylon balls and coconut-based cleaning tools dominated the market, we identified a gap and filled it with an innovative, durable, and efficient alternative”, highlights Ritesh Mehta, Managing Director, CIPL.

As consumer habits evolved from using detergent bars to liquid soaps, Convertex responded by developing advanced foam pads with a combination of stainless steel wire, polyester thread, and foam. These pads cater to the Indian market’s unique needs, ensuring effective cleaning of utensils commonly used in Indian households. By continuously innovating and adapting to consumer trends, the company has maintained its competitive edge in the industry.

Manufacturing Excellence & Cost- Effectiveness

Convertex's success is deeply rooted in its state-of-the-art manufacturing capabilities. Although maintaining consistent quality in volumetric manufacturing is a challenge, the company has overcome it through an efficient quality assurance team and ISO-certified processes. Timely delivery is another cornerstone of Convertex’s operations. The company’s in-depth knowledge of procurement, supply chain management, and market demands allow it to fulfill customer requirements with efficiency. Keeping production under one roof helps enhance efficiency, reduce costs, and ensure seamless workflow, enabling the company to offer highquality products at competitive prices. “Unlike competitors who diversify into multiple product categories, we focus on a select range of high-volume cleaning products, which helps improve quality control, allows for continuous R&D, and ensures cost efficiency”, shares Ritesh.

Besides superior manufacturing infrastructure, stringent quality standards, and competitive pricing, Convertex’s ISO and TUV certifications reinforce its credibility, making it a preferred partner in the FMCG sector. By maintaining high production volumes, the company achieves economies of scale, making its products more affordable without compromising on quality.

A Team Built on Expertise & Market Insight

Convertex’s leadership and team members bring a wealth of industry experience and expertise. They have spent decades studying market trends, traveling to various cities, and identifying innovative solutions that cater to Indian consumers. This deep understanding of product design, consumer needs, and global best practices, along with a market research-driven approach, ensures that every product innovation is aligned with evolving consumer demands. Certifications and quality assurance processes further enhance credibility, ensuring that customers receive only the best products. “We also maintain a disciplined approach to product expansion, introducing up to only six to seven products at a time, ensuring that each new product is developed with thorough R&D”, adds Ritesh.

Key Products for 2025-2026 & Beyond

Currently specializing in stainless steel scrubbers, foam pads, green pads, sponge wipes, Microfiber clothes, and mops, Convertex plans to expand into surface cleaning products. The upcoming product range includes different types of mops, spin mops, wipers, and brushes designed to be distinct from existing market offerings while remaining affordable. Unlike competitors who rely on imports, the company is dedicated to manufacture these products in India, with only advanced technology sourced from global markets.

“While low-ticket products like cleaning supplies have traditionally faced challenges in online sales due to slim profit margins, we are strategically developing our product portfolio to align with e-commerce trends, ensuring greater market penetration and accessibility to consumers”, says Ritesh. In addition to product expansion, the company is strengthening its operational presence with a new office in Mumbai, set to open by the end of July 2025.

Made in India

A strong advocate of the ‘Make in India’ initiative, Convertex has transitioned from being 70 percent import-dependent before COVID to becoming a fully self-reliant manufacturer within just three years. Today, the company takes pride in producing 100 percent of its cleaning products domestically, significantly reducing reliance on Chinese imports. Convertex believes that while technology can be sourced globally, manufacturing must remain indigenous. This philosophy aligns with India’s growing capabilities in high-quality manufacturing and ensures that the country emerges as a dominant player in the global FMCG cleaning products industry.

As the global FMCG landscape continues shifting, with companies looking for alternatives to Chinese manufacturers, Convertex is well-positioned to fill this gap, with its highquality, cost-effective cleaning solutions. The company has already established a presence in Mauritius, Dubai, South America, and South Africa, and is actively working towards expanding its footprint further.

The Magiccleen Brand

Convertex’s Magiccleen brand is set to take center stage in the company’s expansion plans. Historically, the company focused on private labeling, but with a growing in-house expertise, it is now investing heavily in its own brand. All upcoming product innovations will be introduced under Magiccleen, with a strong focus on general trade, quick commerce, and e-commerce platforms. “The next three years will see Magiccleen evolve into a household name, supported by strategic marketing initiatives and a well-defined product roadmap. Our dedicated team is enthusiastic about the brand’s potential and is committed to ensuring its success”, concludes Ritesh.