Financial Daily from THE HINDU group of publications
Tuesday, Oct 11, 2005
Financial Daily from THE HINDU group of publications Tuesday, Oct 11, 2005 |
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Marketing
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Strategy HLL plans to enter liquid detergent market with Omo Purvita Chatterjee
Mumbai , Oct. 10 HINDUSTAN Lever is planning to enter the premium end of the fabric-care market with its liquid detergent brand, Omo. According to market sources, HLL plans to bring in Omo, the detergent brand existing in Unilever's portfolio. In fact, the company is in the process of tying up with the Chennai-based Nalli Sarees to endorse the product. It is testing its liquid detergent on the silk sarees belonging to the Nalli Saree chain. However, when contacted, Mr Nitin Paranjpe, Vice-President (Laundry & Household Cleaners), HLL, refused to comment on the entry of the Omo brand in the country. Industry sources confirmed that officials from Unilever were working on an India-specific perfume for the Omo brand. The research for Omo is currently being carried out at HLL's Global Technology Centre in Andheri. They said that the company is working on a code name — Project Gucci — for its foray into the liquid detergent market. According to industry analysts, HLL intends entering the high-end liquid detergent market primarily to get attractive margins, as there are not many players. Apart from Godrej's Ezee, the market has been largely untapped. "HLL's strategy will be to build the product based on the efficacy of using liquids over powder detergents,"said an industry observer. Besides, in winter, there is a need for liquid detergents for garments such as silks and woollens and the product is bound to have some seasonal sales, according to industry observers.
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