Hindustan Lever Limited (HLL) is rejuvenating its oral care portfolio to arrive at a 50:50 sales turnover ratio between its rural and urban sales for its two toothpaste brands, Closeup and Pepsodent. The company plans to put all its additional resources behind its two power brands to divide its sales turnover equally between the urban and the rural markets.
According to company sources, 60 per cent of HLL's oral division's turnover comes from the urban markets while rural sales comprise the rest. The company is now attempting to tilt the balance towards the rural markets to achieve an equal sales turnover ratio between the two.
With Aim out of its portfolio, HLL now intends putting all its might behind Closeup and Pepsodent to penetrate rural markets.
According to market research agency ORG-MARG, HLL has a combined market share of 36 per cent in the oral care category, while Colgate still reigns on top with a 46.6 per cent value share. The company also intends increasing the presence of its two brands in some select markets.
Source: Business Line