The Hindu Business Line : Hind Lever relaunches `Rin Shakti'

HINDUSTAN Lever Ltd (HLL) has relaunched its Rin Shakti powder, which now comes with the promise of `double whiteness.' It has also relaunched the Rin Shakti bar to deliver higher `detergency.'

Addressing a press conference here, Mr Sanjay Behl, Marketing Manager (Fabric Wash), HLL, said the company's proprietary `Pure Clean' technology was being extended to the powder.

About a year ago, the Rin Supreme bar had been relaunched with this technology — it claims that the lack of mud-like minerals in the formulation enables a better wash, as it does not leave any residue.

Mr Behl said the company aimed to upgrade consumers at the low-end of the market to its higher-priced segments, for which it has come out with various price points to "reward" consumers.

The new Rin Shakti powder is priced at Rs 45 for a 1-kg pack but will be sold at Rs 42 as the introductory price. The 2-kg pack, targeted at those in the high usage segment, is priced at Rs 80, while the smaller unit packs, aimed at those who use Rin only for special clothes, cost Rs 21 (in the South; Rs 20 in other regions) for a 500-gm pack, Rs 10 for a 250-gm pack and Re 1 for a 25-gm sachet. The prices of the Rin Shakti bar have been hiked from Rs 3.50 to Rs 4 for a 100-gm bar, from Rs 6.50 to Rs 7 for a 200-gm bar and from Rs 9 to Rs 10 for a 275-gm bar with an extra 25-gm free.

HLL will also support this relaunch with aggressive advertising not only in the traditional media but also in non-traditional media and at the point of purchase, Mr Behl said.

The new TV campaign for the brand stars Tamil film choreographer and actor Raju Sundaram.

The Rin brand has a 12.3 per cent share of the country's Rs 5,700-crore fabric wash market.

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