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Henkel to strengthen position in liquid dish wash market

Henkel to strengthen position in liquid dish wash market


New Delhi: FMCG firm Henkel is planning to consolidate its position in the estimated Rs40crore liquid dish-washing market in India by expanding its portfolio.

The Rs500-crore company is planning to consolidate its share in the market and has moved into the lower-price unit sachet segment with its ‘Pril´ brand of liquid dish-wash to increase its penetration.

“The Indian dish washing market is growing at around 40% annually, according to A C Nielsen. Our brand Pril holds a 44% share in the market and plans ahead are aimed more toward expanding the dish-wash liquid category and consolidating the shares in the next few years," Henkel India category manager, laundry and homecare division, Debashis Das has said.

He said Pril contributes to around 20% of the company’s turnover for the laundry and homecare business. “Now we have introduced our next generation Pril Multi Degreaser for grease removal in two variants including lemon fresh and natural anti- bacterial neem," he said, adding plans are now afoot to expand into other variants.

The brand is at present available in a number of combinations including lime and vinegar, orange and vinegar, mix fruit and vinegar and wild berry and vinegar mango etc.

“Our new anti-bacterial dish washer is the first liquid dish wash to have anti-bacterial ingredient," Das said. The company has also moved into the lower-price category by launching its products in sachet format to tap the expanding market, he added.

It has undertaken a consumer activation programme under the stewardship of the Pril Home Care Academy. “Under this programme we undertaking training courses for maids on usage of a liquid format, besides giving them insurance cover of Rs25,000. This is an effort by the company to recognise and reward not only the buyer but also the end user," he said.

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