labels: hindustan lever, soaps and detergents, advertising/branding
New Rin powder launchednews
New Delhi:
05 January 2004

New Delhi: Hindustan Lever Ltd, a market leader in the consumer goods segment in India, today announced the launch of new Rin powder with a unique double whiteness proposition. Unlike other detergent powders that contain mud like ingredients the all-new Rin powder dissolves thoroughly in water. This path-breaking innovation is patented by Unilever.

The new Rin powder, with added perfume has a formulation far superior to the erstwhile Rin Shakti. The new Rin ensures longevity, keeps your clothes looking new longer with double the whiteness.

A recent survey on habits and attitudes of consumers revealed that maintaining whiteness of clothes is the second most important consumer problem. Realising the criticality of whiteness for every Indian housewife, HLL has addressed their need by launching the all new Rin powder, which gives double the whiteness. Since its inception, Rin has always been a brand that stands for whiteness.

Sanjay Behl, HLL's marketing manager for the fabric wash division, says: "HLL believes in superior quality products. Our research indicated that more than 25 per cent of consumers rates detergents based on its ability to deliver whiteness. While other detergent powders do not dissolve completely in water, but leave behind a mud-like residue, Rin's new innovation allows 100-per cent dissolution and thereby enhanced whiteness."

Priced at Rs 45, the all-new Rin powder is now available at a special introductory offer price of Rs 42 on the 1-kg pack. Other pack prices are Rs 80 on the 2-kg pack, Rs 20 on the 500-gm pack, Rs 10 on the 250-gm pack and Re 1 on the 25-gm sachet.

The Indian fabric wash market is estimated to be around Rs 5,700 crore with a volume turnover of 2.6 million tonnes. Rin bar was the first-ever detergent bar launched in India. It was the market leader for nearly 20 years with practically no competition till about 1987. Together with its four variants - Rin Shakti powder, Rin Shakti bar, Rin supreme powder and Rin supreme bar - the Rin Brand alone has a turnover of nearly Rs 700 crore. With a value share of 12.3 per cent in the laundry market, it is the second largest brand in HLL's detergent portfolio.


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New Rin powder launched