Abstract

The case ‘Fairness Wars’ focuses on the fierce competition among the major players in the fairness segment of the personal care market. The case explores the rivalry of the three major players, HLL (Fair & Lovely), CavinKare Ltd. (Fairever), and Godrej (FairGlow). The case also highlights the fact that the fairness formula was no longer restricted to creams, but had extended to soaps and talcum powders also.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Fairness products market in India.

Keywords

Fairness Wars, competition, fairness segment, personal care market, three, major players, HLL, Fair & Lovely, CavinKare Ltd., Fairever, Godrej ,FairGlow, fairness formula, restricted, creams, soaps, talcum powders