Hindustan Lever Ltd (HLL) has relaunched Rin Supreme with what it claims is a "path-breaking patented technology introduced for the first time in the world".
According to company sources, this innovation would keep clothes looking new for longer unlike other detergent bars, which contain almost 40 per cent mined ingredients. The technology used in the bar is called ''Pure Clean''. HLL has filed the product for patent.
This `newness for longer'''''''' is the platform the new Rin Supreme is taking to attract sales. The prices have been hiked - while the 125-gm and 250-gm packs are now costlier by 50 paise each at Rs 8.50 and Rs 16.50 respectively, the 400-gm pack now costs Rs 25, up by Re 1. The bar has also got a makeover in terms of shape (which promises better grip), fragrance and packaging.
HLL has launched the new Rin Supreme in Tamil Nadu, to start with. Launches in the South will follow. The new version of the detergent bar will have a national presence well before the end of this year.
The brand will adopt a multimedia communication approach, comprising print, television and outdoor advertising. The advertising campaign, designed by HTA, is slated to break in the electronic media on May 27. It will focus on the `new for longer'''''''' and the `no mineral'' content of the detergent bar.
According to sources, the company had invested around Rs 20 crore in coming up with the new formulation, which took about two years to perfect and test. The new bar is being manufactured in the Silvassa plant, which has the capacity to meet the demand in Tamil Nadu.
Rin Supreme has a value market share of 15 per cent in detergent bars nationally, according to the ORG Retail Audit. It was launched in 1969 and takes credit for creating the detergent bar market in the country.
Source: Business Standard