Big brands have opportunity to create, lead conversations: Priya Nair6 min read 06 Aug 2018, 02:54 PM IST
Priya Nair speaks on how marketers have developed the category and the evolution of the category over the years
Mumbai: Detergent is the first cleaning agent that enters a consumer’s home. It is used by everybody right from the bottom of the pyramid to the top. Yet, this well-penetrated category is anything but saturated. Also, doing laundry is not just about getting a whiter or cleaner wash. It is also about being relevant, connecting over issues from financial empowerment of women to accepting failure to sustainability and conservation of water, says Priya Nair, executive director (home care) at Hindustan Unilever Ltd (HUL), which has a 40% share of the ₹ 20,000 crore laundry category with products such as Surf, Rin and Wheel.
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