Top Story


Home >> Marketing >> Article

HLL reviewing market for Lifebuoy talcum

Font Size   16
HLL reviewing market for Lifebuoy talcum

Having stretched the equity of its largest selling soap brand - Lifebuoy - to a talcum, HLL is now re-evaluating the powder variant.

Mr Gopal Vittal, Vice-President, Personal Wash, HLL, said, " We are re-evaluating the entry of Lifebuoy talcum powder and are taking a closer look at the need for this variant.''

Considering Lifebuoy continues to be the largest selling soaps brand in HLL's kitty, the FMCG major feels that its powder variant also needs to have significant shares to justify its existence in the market. "We have had reasonable success with Lifebuoy talcum powder and are not exactly gloriously happy about it,'' says Mr Vittal. Currently, Lifebuoy Talcum has a 2 per cent value share in the stagnant talcum powder category with Lever's own brand of Ponds Dreamflower talc commanding a leading share in the category.

Adds Mr Vittal, "When you have a brand as big as Lifebuoy, you have got to have entries that are equally big. We are not satisfied with a 2 per cent share for Lifebuoy Talc. It should have either a 10 per cent share or should not exist at all.''

While the Lifebuoy franchise currently commands a leading 17.5 per cent value share in the soaps category, growing its talc variant to register significant shares in the languishing talcum powder category is not going to be easy for the company. Besides, HLL's own Pond's talcs are already sitting pretty with a dominant share in the category followed by a host of fragmented talcum powder brands with shares less than five per cent.

In fact, in the recent past, HLL had also decided not to extend its Fair & Lovely brand into a talcum powder. Besides, it has recently also withdrawn its Vaseline brand of talcum powders from the market.

HLL has also decided to restrict its Lifebuoy hand-wash to certain outlets considering the limited acceptability of the product.

In March 2003, HLL had introduced Lifebuoy Family Talc on the platform of health. It has two pack sizes, pegged at Rs 28 for 100 gm and Rs 68 for 400 gm. Positioned as a `complete family health' talc, Lifebuoy Family Talc is expected to provide `All day protection' and meant to fight body odour causing germs all day long, according to the communication on the purple and white packs of its talc.

Apart from Ponds, HLL has in its portfolio talcum powder brands such as Liril, Axe and Denim.


In this week's chillout, Gupta shares her weekend routine that not only helps her deal with the high stress of corporate life but also allows her to create some cherished memories. Read on…

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

Nikhil Kumar will report to Paritosh Srivastava, COO, Publicis India

On the back of resounding success of its maiden work for Motilal Oswal, Mullen Lintas has introduced a sequel in different settings; again, reinforcing the image of Motilal Oswal as ‘Experts in Equity...

Sony Ten 1 took over Star Sports 1 Hindi to lead the sports genre with three of its properties making it to the Top 5 Programs for BARC Week 46