Ujala - The Supreme Whitener

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Case Details:

Case Code : MKTG051
Case Length : 10 Pages
Period : 1983-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Jyothi Laboratories
Industry : FMCG
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note

The story of Jyothi can be traced back to M P Ramchandran (MPR), an accountant in a chemical company in the suburbs of Andheri, Mumbai (Maharashtra).

MPR had developed a formula for fabric whiteners in 1960 since he was not satisfied with the products available in the market at that time.

For many years, he looked for an opportunity to market his formula (his whitener, unlike the blue powders available in the market, was a violet colored liquid that dissolved easily in water)...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Marketing Ujala

Ujala was lucky in that the Robin brand did not receive sufficient marketing support from R&C. By the time Ujala entered the market, Robin had become an old-fashioned brand that lacked 'visibility, readability and proximity' in spite of its initial popularity and strong performance. Although at one point of time, Robin had become a generic name for blues, its brand equity was nearly dormant. This gave Ujala ample scope to become strong enough to be able to transfer the value of 'blue' to the color violet...

What Lies Ahead

In the early 21st century, Jyothi launched a number of different products in the FMCG category. In 2000, it launched 'Exo,' a dish washing bar and soon extended it to a dish washing scrub. The company entered the mosquito repellent market in 2001, with the brand 'Maxo' coils. It planned to extend this brand to a liquid vaporizer in the future. In the same year, Jyothi entered the incense stick market through the 'Maya' brand. While Exo was made available only in a few southern states, Maxo and Maya were marketed across the country...


Exhibit I: An Ujala TV Commercial

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