Mumbai:Global consumer goods firm Procter and Gamble Home Products Ltd on Wednesday raised the weight of its Tide Naturals detergent powder by 25%, effectively offering consumers lower pricing. The volume change comes in the middle of an ongoing battle with Hindustan Unilever Ltd’s (HUL) detergent brand Rin.
Launched in December 2009, Tide Naturals, a 30% cheaper variant of Tide, has since gained 0.6% marketshare in the Rs13,200 crore fabric care market. Following its launch, HUL, India’s largest consumer goods company by sales, cut prices of its detergent brands Rin and Surf by 10%-30% in January. It also also moved the Madras high court on the use of the word ‘Naturals’, claiming it misled consumers to believe that the detergent had natural lemon and sandalwood ingredients. HUL also launched a advertising campaign, claiming a better ‘superior white’ cleaning campaign, which was later pulled after P&G moved the Calcutta high court claiming the commerical was “disparaging”.