The Indian arm of global FMCG major Procter & Gamble, Procter & Gamble Home Products has doubled its turnover in less than a year from the powder detergents business to Rs 550 crore. The doubling in turnover comes at a time when for the most part of the last 12 months, P&G and India’s largest FMCG company Hindustan Lever Limited (HLL) have been engaged in a price war
“We have doubled our turnover to Rs 550 crore in the powder detergents business in less than a year. Tide and Ariel contribute equally to this turnover,” said Chester Twigg, the sales and marketing director of P&G at a press conference in the city on Thursday. The total Indian laundry market, comprising both powders and bars,—is estimated at around Rs 5,000 crore. Detergent powders comprise around 57% of the market.
Mr Twigg was speaking while unveiling the bar version of Tide. Tide bar has been launched in three price points Rs 5 for a 75 gm bar, Rs 8.50 for a 125 gm bar and Rs 13 for a 200 gm bar.
These products are pitted against Hindustan Lever’s Rin Supreme variants.
Explaining the rationale behind the move to launch a bar version of Tide, Mr Twigg said, “Our extensive study on laundry habits, in India indicated that 95% consumers use a combination of a powder and a bar. Also “superior whiteness” and “whiteness maintenance” are a home-maker’s most important laundry needs, unmet by current bars in the market. This led us to develop and launch the new Tide Bar with Whiteons to give superior whiteness through tough dirt removal; thereby making the world’s no 1 detergent accessible to Indian consumers in both the powder and bar form.”