Abstract

The case examines the marketing strategies adopted by a small Indian company, Jyothi Laboratories, to promote its fabric whitener brand, Ujala. The reason for launching a liquid dye based whitener in the Indian fabric whitener market as against the more prevalent powder version is discussed. The case explores in detail the various strategic initiatives undertaken by Jyothi to meet the competition and emerge as the leader in the segment. The case also takes a look at the company’s entry into other segments of the Indian FMCG market in the early 21st century and critically analyses the rationale of the move.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Importance of marketing mix for the success of a product.

Keywords

Marketing strategies, small, Indian company, Jyothi Laboratories, promote, fabric whitener, brand, Ujala, liquid dye, strategic, competition, emerge, Indian FMCG market, 21st century