According to an ORG-Marg, there are as many as 113 look-alike fairness creams that are distributed in the rural market. According to HLL, nearly five per cent of the total market for Fair & Lovely, has been taken away by the fake products. About 60 to 70 per cent of the total spurious products that are distributed in the market are manufactured in Delhi alone.
Small wonder, the company is focusing on revving up its distribution systems in the small towns and rural markets. The company is experimenting with various new channels of distribution such as women’s self help groups and more recently, mobile traders apart from the regular retail route.
The brand is extremely popular and the recall is very high amongst the consumers in the small towns and rural areas. To counter the fake brands being distributed in the rural areas the company has 20 employees, who, in turn, have informers only for investigation of the same.
Taking the brand a step forward, the company has launched dark circle remover under the same brand for the urban consumers.