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