Abstract

The case discusses in detail the detergent wars in India. The changing dimensions of the industry and the strategies of three major players, Hindustan Lever Limited (HLL), Unilever’s Indian subsidiary Procter & Gamble (P&G) and Nirma are discussed at length. When Nirma, a small insignificant player, began challenging Surf’s dominance in the detergent market, HLL launched various counter measures. The entry of P&G onto the scene further intensified the competition, creating a new market segment - the compacts. HLL has taken retaliatory steps to keep P&G in check and retain its leadership position. The case also discusses the recent price war unleashed by P&G in the detergent category, and HLL’s response.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

MNCs (multinational corporations) in India, Unilever, Procter & Gamble (P&G), Hindustan Lever Ltd (HLL), Nirma, Henkel, Indian business environment, Detergent wars, Competitive rivalry, Marketing warfare, Price wars, Fast moving consumer goods (FMCG)