Ghari - India's Largest Selling Detergent Powder*

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.

Issues: » 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 Introduction The Indian fabric wash market took a new turn in late 2011, when Hindustan Unilever’s (HUL) prominent low cost detergent brand 'Wheel' was replaced by 'Ghari detergent powder (Ghari) as the top selling detergent powder. Ghari, manufactured by Rohit Surfactants Pvt Ltd (RSPL), a company based in Kanpur, North India, was launched in 1987. It catered to the economy segment and adopted some unique strategies to get ahead of local and Indian players in the Indian market that was valued at Rs.130 billion as of 2012...

Questions for Discussion:

1. How did Ghari become the top selling brand in the Indian detergent market? Discuss the strategies it adopted.
2. What strategies should RSPL follow to make 'Uni' the largest player in the mid-premium laundry market in India?
3. How can Wheel regain its lost market share?

Key words:
HUL, Wheel, Unilever, Nirma, Ghari, detergent powder, Indian detergent market

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.