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HUL s homecare brand Domex has launched the toilet war in India – here s how

Domex Fresh Guard toilet cleaner claims to prove its ‘99.9% germ-kill formula’ through ISO-certified lab attestations TRENDING TODAY 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.

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