Hindustan Lever Ltd (HLL) may disband the Surf laundry services initiative, which was being test marketed for about two years in Mumbai suburbs. According to the company, the long-drawn test marketing operations were proving to be an unviable cost challenge for the company.
The laundry service was a business inspired from the west. The company started testing these services in line with its strategy to redefine the market and create potential growth opportunities. These services comprise both a retail and home-to-home operations and offers a range of garment care solutions.
However, the initiative has not yet received a ready acceptance from the Indian consumer, the source pointed out.
The reason why HLL has retained the initiative in the test marketing phase, according to the source, is because the company was trying to create a positive consumer awareness and urge for the initiative.
According to industry sources the company may go in for a possible test marketing in the future in some of the other northern states (like Chandigarh) in the future, depending on the company’s renewed business strategies on laundry services.