Ujala Supreme entered the market
in 1983 with a promise to solve the
problem of ‘yellowing whites’. White
clothes lose their brightness and become
yellowish over a period of time; some
of the reasons are detergents, quality of
water, and pollution. Ujala Supreme has
a unique whitening action that prevents
this ‘yellowing’ of white fabrics. This
fabric whitener is a market leader with
77.6 per cent market share. Brand sales
have grown over 4 per cent in the past financial year, largely attributable to our efforts to expand the Ujala Supreme
consumer base with effective and highly
targeted brand communication.
Ujala detergent powder, an extension of the brand in the detergent category, was relaunched with a new proposition of ‘effortless cleaning’ in Kerala. The market share grew by 160 BPS to reach 17.7 per cent within just 12 months of its relaunch.
Our understanding of consumers’ changing lifestyles and consequent fabric care expectations helped us develop two very unique and leadingedge products:
This is a post-wash product that maintains the form and finish of clothes while enhancing the shine with every wash. It essentially revives fabrics from
the harsh effects of detergents and
keeps them looking new. Its unique POLYFX action coats the fibre to give a smooth finish and a crisp feel. As a result, the fabric looks fresher and
retains its newness.
Henko, the premium detergent brand
that was part of the Henkel India
portfolio, had to be differentiated in
order to make inroads into the highly
competitive detergent category. Our
sheer in-depth understanding of the
fabric care category helped us to identify
a unique positioning. The insight was to
go beyond stain removal and offer care
through lesser lint removal from the
fabric. This led to the launch of Henko
LINTelligent. Less lint removal from the
fabric means less fraying, protecting the
garment’s colour, shine and texture, and
extending fabric life.
The brand was recognised for its insightful and innovative mix, and won numerous awards, including an award for consumer insights at the Indian Marketing Awards by Exchange4Media, and the Asia Star Packaging Award for excellence in packaging. After the new launch, the brand was ranked No. 8 among Economic Times Most Trusted Brands in the fabric care category for the first time ever. Moreover, the brand was adjudged ‘Product of the Year’ in that category.