Domex and Harpic go head-to-head in the toilet wars
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The Drum has asked some marketing and creative folks to share what they think about the challenger brand marketing battle just launched by Domex to get a share of the toilet cleaner category from Indian consumers.
Health and hygiene have seen a surge like never before in the post-pandemic world. With Covid-19, products such as handwash soaps, sanitizers and surface disinfectants have seen a huge spike. As per reports, an additional 20m households used RB’s Harpic brand of toilet cleaners, which would have grown several times over as the infection gripped more and more people in the last few months.
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Domex Fresh Guard toilet cleaner claims to prove its ‘99.9% germ-kill formula’ through ISO-certified lab attestations
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With the evolving concerns on health and hygiene, brands in the post-pandemic world are rushing to grab a slice of the pie. The Drum finds out from Prabha Narasimhan, executive director and vice-president – home care (South Asia), Hindustan Unilever Ltd, the flagship home hygiene player Domex’s brand marketing plans to find increased relevance in a hitherto low-engagement category such as toilet cleaning.
The toilet cleaner category is in for some action of the marketing variety, as Domex, the disinfection and home-cleaner brand, takes the open combat route to educate consumers about the category players. Domex, part of Hindustan Unilever Limited (HUL), India’s largest fast-moving consumer goods company, has been around since its India launch in 1997.
Government should support urban poor to boost growth: HUL head
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HUL’s performance is considered a proxy for broader consumer sentiment in India. The maker of Rin detergent and Dove soap posted a 12.7% growth in sales with volume expanding 9% for the first quarter ended June.
Hindustan Unilever Ltd (HUL) chairman Sanjiv Mehta said the government will have to reach out to the urban poor, especially in the informal sector, to spur growth. Also, the pace of Covid-19 jabs should be nearly doubled as rapid inoculation offers the best return on investment for the government and corporations, he told ET in an interview.