Ghari – India’s Largest Selling Detergent Powder
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Details
Case Code:
CLMM104
Case Length:
3
Period:
Pub Date:
2012
Teaching Note:
NO
Price (Rs):
200
Organization:
Rohit Surfactants Private Limited
Industry:
Home Appliances & Consumer Products
Country:
India
Themes:
Brand Strategy ,Advertising & Promotion, Product Management
Abstract
Ghari detergent, manufactured by Rohit Surfactants Private Limited, was launched in 1987. In late 2011, Ghari surpassed Hindustan Unilever’s Wheel to become the largest player in the Indian detergent market. The caselet discusses the strategies that Ghari followed to achieve the coveted position.
Learning Objectives
The case is structured to achieve the following Learning Objectives:
- The strategies a new company could follow in an established market
- Pricing and distribution strategies for products in economy segment
- Communication strategies to reach the target segment
Keywords
HUL, Wheel, Unilever, Nirma, Ghari, detergent powder, Indian detergent market