Now, HUL and ITC in soap opera

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As FMCG major ITC Ltd is expanding its product portfolio in the Rs 6,500 crore Indian toilet soaps industry, Godrej Consumer Products and Wipro Consumer Care & Lighting are beefing up their operations to woo consumers. To sustain its leadership in the over-crowded category, Hindustan Unilever Ltd (HUL) is currently chalking out a fresh game plan which includes product innovation and high-voltage ad campaigns.

With the changing complexion of the industry, major players are gearing up to gain a competitive edge in this sector, according to industry analysts. Innovation seems to be the main theme of the Indian soap opera this year. Currently, HUL leads the pack with a 53.2 % (AC Nielsen, September quaret 2007).

After launching its premium brand ‘Fiama Di Wills’ soaps on December 22, 2007, ITC is currently test marketing its mass soap brand ‘Superia’ in Andhra Pradesh and Orissa, a company spokesperson said. “With these initiatives, we are now present in three segments, namely super premium, premium and mass markets. Our core strategy is to be the leader in the personal care sector.” he added. Currently, ITC is in the process of rolling out its soap brand ‘Fiama Di Wills’ across the country.

On HUL’s staregy, a company spokesperson said, “Competitive growth for us means both expanding the existing market and growing within the existing market. We continue to strongly invest in our brands. Also, we have strong support in brand activity in terms of relaunches and new launches.” HUL has recently introduced actor Priyanka Chopra as the new face of Lux and HUL’s new launches include, Lux Crystal Shine, Lifebuoy Skingaurd and Breeze Morning Muskan.

According to HK Press, executive director of GPCL, The company’s core focus is on introducing innovative meaningful products at the right price. “In keeping with inflation and increasing volumes, we will hike our adspend in 2008,” he added.

Across the road, Wipro Consumer Care and Lighting is strengthening its distribution network to reach out to a wider target audience. “Our critical priority is to beef up our distribution network in rural markets in 2008. Our sharp focus is on ‘high quality’ products,” said Vineet Agarwal, president of Wipro Consumer Care.

Another player, Dabur India, is also planning to strengthen and expand its presence in this sector. According to Sunil Duggal, chief executive officer of Dabur India, the company is planning to launch a slew of new products in 2008. “As part of our brand-building exercise, we will be engaging celebrities to endorse our soap brands,” said Duggal.