4 2 Superbrands Volume 15 Market Initial Hygiene Singapore (Initial) is a leading provider of hygiene solutions, offering a comprehensive range of services designed to meet the needs of businesses across various sectors. As part of Rentokil Initial, a global leader in pest control and hygiene services, Initial has established itself as a market leader in the country. The company’s market encompasses many industries, including hospitality, healthcare, education, retail, and office environments, where maintaining high hygiene standards is essential. The brand caters to businesses of all sizes, from small enterprises to large multinational corporations, offering tailored solutions to their specific hygiene needs. The increasing awareness of hygiene and cleanliness, especially following the COVID-19 pandemic, has driven demand for professional hygiene services, positioning the brand as a key player in the market. Achievements Initial has achieved numerous milestones that have solidified its reputation as a leader in the hygiene services industry. One of its most significant achievements is its widespread recognition for excellence in service delivery. The company has received various industry awards and certifications, including ISO certifications for quality management and environmental standards, which underscore its commitment to maintaining high standards in its operations. Initial is also recognised for its innovation in hygiene solutions, having introduced several groundbreaking products and services that have set new benchmarks in the industry. The company’s ability to adapt to changing market needs, particularly during the COVID-19 pandemic, has been another noteworthy achievement. Initial quickly responded to the heightened demand for hygiene solutions by expanding its product range and enhancing its service offerings to include specialised disinfection services, earning praise from customers and industry peers alike. History Initial has a long and storied history, both globally and in Singapore. The company was founded in the UK in 1903 as a provider of sanitary disposal services and has since grown into a global leader in hygiene services. Initial expanded its operations to Singapore several decades ago, establishing a presence in the local market to meet the growing demand for professional hygiene solutions. Over the years, the company has evolved significantly, expanding its product and service offerings to include various hygiene solutions, from washroom services to air care, hand hygiene, and disinfection services. Initial has played a pivotal role in setting hygiene standards in the country, working closely with businesses and government agencies to promote better hygiene practices. Product Initial offers a comprehensive range of hygiene products and services designed to create clean, safe, and healthy environments. The company’s product portfolio includes washroom hygiene services, hand hygiene solutions, air care, feminine hygiene, and disinfection services. Initial provides various products in washroom hygiene, such as soap dispensers, hand dryers, sanitisers, and sanitary bins, all designed to maintain cleanliness and hygiene in public and private washrooms. The hand hygiene solutions include a range of hand sanitisers, dispensers, and handwashing stations that are essential for preventing the spread of germs. Air care products, such as air fresheners and purifiers,
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