The Hindu Business Line : New-look Mr White hits retail shelves

HENKEL Spic India has re-launched its Rs 50-crore mid-segment detergent brand, Mr White, with an enhanced formula and a new fragrance. The brand has also a new look in terms of packaging.

Addressing a press conference on Thursday, Mr A. Satishkumar, Managing Director, Henkel Spic, said that the re-launch exercise was undertaken with an objective to increase the brand's market share from the existing 14 per cent to 20 per cent in the Rs 385-crore mid-segment detergent market. Mr White, according to him, witnessed a flat growth last year, while the overall detergent market de-grew.

The re-launched Mr White would also be accompanied by a new TV commercial created by RK Swamy BBDO, which would be on air from the last week of February in both regional and national channels. The brand has decided to use scientists and doctors to promote the brand, based on its research findings that consumers believe in voices of authority and experience.

Apart from the TV commercial, the brand has also tied up with Vijay TV for an on-air viewer interactive contest during its popular serial Salanam. "The winner of the contest would be given an opportunity to act in Salanam," said Mr Kumar.

He said that the company is going to spend to the tune of Rs 10-15 crore this year on various marketing and promotional exercises for the brand.

Priced at Rs 42 for a 1 kg pack, the new Mr White would now cost a rupee more. "The marginal increase in price is mainly due to the rise in input costs, but at the same time, we are also going to give a better product," said Mr Kumar.

The size of the overall detergent market is Rs 2,900 crore. Of this, Rs 1,800 crore constitutes the popular segment and Rs 1,100 crore is shared between the premium, compact and mid-range segments of the market.

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