Abstract

In June 2012, the India-based Luxor Group, a well-known manufacturer of writing instruments, launched cleaning products in India. Luxor nano clean products aimed to achieve sales of Rs 500 million during 2012-13 by targeting the urban market. This case elucidates how the Luxor Group entered the cleaning products market and the group’s future plans. The case also takes a brief look at the cleaning products industry in India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Discuss and analyze the entry of the Luxor Group into cleaning products.
• Discuss whether Luxor will be successful in its new venture.

Keywords

Cleaning products, FMCG, Foray, New markets, Strategy, Nano technology, USP, Brand Extension, New product, Unique selling proposition, Branding, Advertising Campaign, Above the line, Below the line