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HLL allots 10% of detergent sales for advertising

06-January-2004
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HLL allots 10% of detergent sales for advertising

Hindustan Lever Ltd (HLL), which has a 40 per cent share of the Rs 5,700-crore market for fabric wash products, has earmarked 10 per cent of its revenue from sales of washing powders and bars for advertisements and brand-building initiatives.

Stating this at a press conference, Mr Sanjay Behl, Marketing Manager (Fabric Wash) of HLL, said the company's advertisement and brand-building corpus was in tune with the average advertisement spending in the industry.

He said the Indian market for fabric wash is growing at around one-and-a-half per cent per annum. HLL's market share has grown from 29 per cent in 1992-93 to 40 per cent three years ago. Since then, however, the company's fabric wash products have had a "flat" growth rate.

HLL would leverage on technology and advertisements to facilitate the growth of the market and in augmenting its own market share. In volume terms, the market for fabric wash products, which include washing powders, bars and laundry soaps, has been pegged at 2.6 million tonnes. The per capita consumption of fabric wash products in India is stated to be 2.65 kg per annum.

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