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Henkel Spic extends Pril brand to glass cleaners

09-September-2004
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Henkel Spic extends Pril brand to glass cleaners

Henkel Spic India Ltd has extended its dishwash brand Pril to glass and surface cleaners and is phasing out the Brisk brand of glass cleaner.

Pril, which has gained market leadership in the dishwash liquid segment, was extended to the dishwash bar segment earlier this year.

Mr A. Satishkumar, Managing Director, Henkel Spic, told Business Line that since Pril had better brand equity today, it made sense for the company to leverage the Pril equity in the small and stagnant market for glass cleaners.

The under Rs 10-crore market has just a couple of strong brands - Collins, with an 80 per cent market share, and Brisk, which makes up for 15 per cent. Smaller brands make up the rest of the market.

The market, Mr Satishkumar said, could be given a push with a brand such as Pril.

Henkel Spic acquired the Brisk portfolio of brands from the Modern Group several years ago for around Rs 4 crore. While the company earlier withdrew the Brisk brand of toilet cleaners, it retained the dishwash brand, Limeshot, at a price point lower to Pril. The brand has a presence in the floor cleaners market as well, where it competes with the likes of Domex and Lizol.

Pril glass cleaner has been launched in a lime and vinegar formulation, which, the company says, will provide the highest degree of cleanliness.

The Pril brand is available at Rs 48 for 500 ml, with an introductory offer of Rs 40.

Mr Satishkumar said the North and West were stronger markets for glass cleaners. So, the Pril brand was launched in New Delhi, where uniformed attendants from the company cleaned the windows of a Shatabdi Express in Delhi to exhibit the product's cleaning prowess.

The product will be distributed through the regular channels in other States.

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