Top Story


Home >> Media – Print >> Article

HLL to phase out 2 toothpaste, 1 detergent brands

Font Size   16
HLL to phase out 2 toothpaste, 1 detergent brands

Hindustan Lever is phasing out a few of its toothpaste and detergent brands. The brands being removed from the shelves are toothpaste brands Close-Up Oxyfresh and Close-Up Renew and Revel, a washing machine powder.

These moves come at a time when HLL is undertaking an exercise which involves focusing on only a few brands. The company has decided to focus on 30 brands out of a total of 110 brands.

HLL’s strategy, which has been spelt out by its chairman M S `Vindi’ Banga, involves focusing managerial resources and adspend on brands which contribute a large chunk of the company’s turnover and profits.

In toothpastes, the company has Close-Up, Close Up Renew, Close-Up Oxyfresh, Pepsodent, Pepsodent 2 in 1, Pepsodent G and Aim. It has a 31.5 per cent marketshare in the toothpaste segment with Close-Up alone accounting for about 18 per cent, according to the December 2000 ORG-Marg report.

Pepsodent, another toothpaste brand from the HLL portfolio, has a 11.1 per cent marketshare. Market leader Colgate Dental has a 38.8 per cent marketshare. The toothpaste market is estimated at about Rs 1,200 crore a year.

Close-Up Oxyfresh was launched in 1999 and was positioned on the platform of delivering freshness through oxygen rich bubbles entrapped in the paste. It was a white paste with green gel and was considered a breakthrough in this category when launched.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...