The war between Procter & Gamble and Hindustan Lever Ltd is hotting up further. P&G is now all set to unveil the bar version of Tide detergent and this will be positioned against HLL’s Rin Supreme. The Tide detergent bar will be priced at Rs 8.50, the same as Rin Supreme. “This is yet another attempt by P&G to emerge as a mass marketer. The company decision has been based on research which showed that most people who bought soap powders also bought detergents,” sources close to the development said. Senior P&G executives were unavailable for comment. The last few months has seen an intense price war between the two companies. This has been prompted by P&G’s attempts to emerge as a mass marketer, and move away from its original role as a player in the premium end of the segment. The price wars had shown signs of tapering off earlier this quarter.
The country’s largest FMCG company, Hindustan Lever has been facing declining toplines due to the intense competition it has been facing across various categories. The company which is already under pressure due to the mushrooming of smaller players has had to face the onslaught from P&G as well this year.