Abstract

The case deals with the growth strategies adopted by Henkel Spic India Ltd (Henkel), the Indian subsidiary of the German detergents, adhesives, cosmetics and toiletries major Henkel KGaA. It provides detailed information about the various business as well as marketing strategies adopted by Henkel to strengthen its competitive position in the Indian Fast Moving Consumer Goods (FMCG) market. The case describes how Henkel, using strategies like new product launches, brand acquisitions, strengthening of retail and distribution reach and aggressive marketing, gained market share in the detergents and cosmetics/toiletries market in India. Towards the end, the case discusses Henkel's future growth prospects in India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• New product launches, brand acquisitions, retail and distribution channels.

Keywords

Growth strategies, Henkel Spic India Ltd, Henkel, subsidiary, German detergents, adhesives, cosmetics, toiletries, Henkel KGaA, marketing strategies, competitive position, Fast Moving Consumer Goods, FMCG, new product launches, brand acquisitions, strengthening, retail, distribution reach, aggressive marketing, gained market share, detergents, cosmetics, toiletries, market, India, future growth prospects