HLL relaunches Rin Shakti brand

HLL relaunches Rin Shakti brand

Author | exchange4media News Service | Saturday, Sep 18,2004 8:30 AM

HLL relaunches Rin Shakti brand

In yet another revamp, Hindustan Lever Ltd (HLL) has relaunched Rin Shakti as Rin Advanced with a new formulation while maintaining the old price.

Confirming that Rin Advanced is being rolled out in the market, a company spokesperson said, "The improved formulation has been launched to modernise the mix." Both the powder and the bar under Rin Shakti have been relaunched but Rin Supreme bar remains unchanged.

According to analysts, the relaunch could be a result of rival Procter & Gamble's brands Tide and Ariel increasing their share in the detergent market. As per market estimates, HLL still commands the highest 35 per cent share of the detergent market with Surf Excel Blue, Rin, Wheel and Sunlight brands. Nirma is a distant second, with about 18 per cent market share.

The revamp of Rin follows close on the heels of the company phasing out its age-old brand Surf in favour of Surf Excel Blue a few months ago.

The company has also been relaunching and revamping several other brands in its portfolio. For example, it relaunched Lifebuoy in a new shape, changed the formulation for Close-Up toothpaste and added Lux Body Wash range to the Lux franchise. Also, premium fairness products were added to the Fair & Lovely range, while Liril Orange was added to the Liril franchise. Besides, for the first time in Lakme's history, two imported products were added to the brand.

The Rin portfolio accounts for about Rs 500 crore worth of sales for HLL each year and comprises one of the company's five `mega' brands. HLL has identified 35 `power brands' within its portfolio as future growth drivers, but five of these brands are known as mega brands since each of them contribute over $100 million in sales each year.

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