The Hindu Business Line : Surf liquid wash goes off shelves

According to Mr Sanjay Behl, Marketing Manager, HLL, "both the in wash and post wash categories are not developed and continue to be niche segments. We have delisted from the liquid concentrate segment where we were present through Surf Excel."

MUMBAI, June 11

HLL's detergent division has decided to withdraw its liquid concentrate brand of Surf Excel.

Having launched it almost three years ago, this super premium concentrate wash has been taken off the shelves since HLL's direct marketing brand (Lever Home) would be catering to this category through the direct marketing route.

However, HLL will continue to be present in the pre-wash segment with its Rin Ala bleach where it dominates with a 90 per cent share.

According to Mr Sanjay Behl, Marketing Manager, HLL, "Both the in-wash and post-wash categories are not developed and continue to be niche segments. We have delisted from the liquid concentrate segment where we were present through Surf Excel."

While moving out of the super premium segment, HLL is consciously trying to plug into the Rs 10 SKU with its brands such as Surf and Rin Shakti Powder. Adds Mr Behl, "The Rs 10 segment comprises the heart of the mass market we have decided to specifically tap.''

Meanwhile, HLL has also decided to price its bars of 501 and Rin Shakti on par and has upgraded the quality of the former to match that of Rin Shakti. Added Mr V. Vijaygopal, Senior Product Manager, HLL, "Today both the bars have the same quality performance.'' HLL has decided to retain both the brand names in spite of similar product delivery since the brands enjoy different equities. While Rin has a more progressive image, 501 is a Tomco-acquired brand and has a family oriented image to it.

"We did not want to confuse our consumers by changing the names of the brands,'' says Mr Behl. Even its Sunlight detergent powder has been pegged on par with Rin Shakti powder after the former was upgraded with a new colour lock technology. A laundry brand, Sunlight is the oldest brand in Lever's detergent portfolio with the Sunlight bar presently having a 90 per cent share in the organised laundry segment.

Meanwhile, the biggest challenge remains for HLL to upgrade its users with its new innovative technologies across all these brands combined with the price cuts to justify its price value equation. It is also trying to convert bars users to migrate to using powders in southern States such as Tamil Nadu where the usage of bars continues to be the high.

Adds Mr Behl, "We are trying to move our consumers from direct application methods to solution-wash.'' In fact, the present promotion for its Rin Shakti powder is directed towards this change in usage patterns.

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