Sustainable maintenance specialist, the French group Altaïr strengthens its portfolio by integrating Inga, French pioneer of the market, to the more than 5 million products sold since its creation in 2021.
With Inga, it is the second national brand in the sponge segment (nearly 5% market share in supermarkets) who joins Altaïr. This step should allow it to accelerate its deployment in large food stores, in DIY and internationally, within a group present in more than 50 countries. Two years after the integration of Marcel’s Green Soap in 2024, Inga completes Altaïr’s portfolio, particularly known for its three nuggets of home maintenance : Starwax, Briochin, et K.pro. By integrating this brand with a strong identity, Altaïr confirms its ambition to offer sustainable solutions capable of making as many people as possible want to change their habits.
The alternative to disposable sponges
Inga targets consumers looking for an alternative to disposable sponges. For that, the brand has chosen very identifiable colors with even patterns like leopard ! Its success is based on the quality of a washable sponge, one year warranty, which scratches without scratching, machine or dishwasher safe, dries quickly and helps reduce waste such as repeated purchases of disposable sponges. Inga surveyed 3,733 customers 12 months after their purchase. The figures demonstrate the enthusiasm for the product : 94% of them adopted the Inga sponge to the detriment of the disposable one ; 89% say they are ready to buy it again, particularly citing its lifespan (82 %) ; and 92% give it a rating higher than 8 out of 10.
A new category of products
“We created Inga in 2021 around a simple conviction : so that sustainability prevails, you have to create desire rather than impose an additional constraint. It is this conviction that led us to offer a unique offering on the sponge market. : reusable sponges, effective, durables, and colorful. This approach allowed Inga to design a new category of products, of which it is today the reference », explains Benjamin Bir, co-founder. François-Xavier Apostolo, general director of the Altaïr group, abounds in its meaning : “Inga has already been able to create a reflex of use around the washable sponge. Our role will be to help it take a step forward in France and Europe by mobilizing our ability to grow quality brands while respecting their uniqueness., by relying on innovation and our commercial expertise. »
