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Germany's Henkel in the Indian FMCG Industry |
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"A wider product portfolio, new launches and enhanced distribution reach will enable the company to establish itself as one of the leading players in the consumer goods business." 1 - An Analyst, Speaking of Henkel's Growth Prospects in India, in February 2002. Especially for the Indian Hausfrau!
This was a significant development since till then, many of the company's leading products (including Pril liquid) had been sourced from the German parent company Henkel KGaA. Henkel opted for celebrity endorsement for promoting the dishwash bar. The company roped in Sanjeev Kapoor (Kapoor), a famous chef and host of a popular television cookery show for this purpose. Henkel allotted Rs 50 million3 for a multimedia advertisement campaign. The idea behind the exercise was to transfer the strong brand equity of Pril liquid to dishwash bars. Henkel launched the product in south and west India initially, with plans to make it available nationally (in around 100,000 retail outlets) by November 2003. Industry observers opined that launching the Pril dishwash bar was yet another step from Henkel towards consolidating its presence in the Indian fast moving consumer goods (FMCG) industry Besides detergents and household cleansers, the company offered cosmetics and toiletries. Germany's Henkel in the Indian FMCG Industry - Next Page>>
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1] 'Spic-n-Span...Lather Your Portfolio,' www.indiainfoline.com, February 12, 2002. |
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