Top Story


Home >> Marketing >> Article

P&G slashes Rejoice price by over 20%

Font Size   16
P&G slashes Rejoice price by over 20%

Procter & Gamble (P&G) has announced a cut in the prices of its low-end shampoo brand, Rejoice, by over 20 per cent. The 100 ml bottle will now cost Rs 30 (Rs 39 previously), while the 200 ml bottle will cost Rs 59 (Rs 75).

SSKI Securities vice-president research, Nikhil Vora sees this as a realignment of prices of part of P&G to take Hindustan Lever (HLL), headon.

Mr Vora predicts more price realignment happening in near future in the shampoo market. HLL is likely to further cut prices of some brands. Another Mumbai-based analyst finds this as a reaction to HLL’s price cuts done some time ago. Now both, Rejoice and HLL’s Clinic Plus, are priced at Rs 30 for 100 ml. Clinic Plus costs Rs 55 for 200 ml pack.

However, P&G India director-marketing & sales, Chester Twigg, said that the company has no plans to further cut prices of any of its shampoo brands. The company claims encouraging response to the launch of Rejoice in January 2004 and has initiated the cuts to provide competitive pricing. The price of 7.5 ml Rejoice sachet remains unchanged at Rs two. HLL, when contacted for their possible reaction to P&G’s move, refused to comment on any issue related to competition.

An analyst opined that P&G is determined to match HLL in pricing and is particularly getting aggressive in the low-end segment of shampoos. Mr Vora said that P&G is using Rejoice as a flanking brand, since it cannot reduce the prices of its high-end brands like Pantene and Head & Shoulders.


Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, on their three-year association with IPL where they will promote their new model Tata Nexon

Vikas Sharan, shares Regalix's vision and mission, and how the company has progressed over the years since its inception in 2004 with the ever-evolving technologies

Larraine Criss on the launch of MainAd's flagship proprietary technology, Logico by partnering with Google and how they are going to expand in and explore the Indian market

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

The publishing giant could not find an appropriate replacement for ex CEO, Vivek Khanna's position

Kranti Gada has been promoted as the Chief Operating Officer from that of Senior Vice President-New Business Development

In a letter, various employee associations of AIR and DD have requested the Government to explore the possibility of payment of salary directly from the I&B Ministry