Three decades after launching 'Wheel' detergent, FMCG major Hindustan Unilever is all set to launch its latest fabric wash brand 'Love & Care'. This will be HUL's fifth brand in the laundry segment after 'Surf Excel', 'Rin', 'Sunlight' and 'Wheel'.

This 'made in India' product is part of HUL's premium portfolio and will be launched on a pan India basis starting this week.

"We will be launching this product in modern trade and e-commerce channels all over India. Love & Care is designed for special fabrics. The laundry segment is a core part of HUL's strategy and we will continue to premiumise the market," said Priya Nair, executive director, Homecare, HUL. However, she refused to comment on the revenue potential of the product.

This launch comes at a time when the competition is heating up in the Rs 25,000 crore laundry segment. HUL holds close to 40 percent market share in this category, followed by RSPL which manufacturers 'Ghadi' detergent and P&G, the maker of 'Tide' and 'Ariel'. Recently, Future Group entered the laundry space with the launch of its liquid detergent 'Voom'.

Positioned as an 'expert care' solution, HUL has priced Love & Care at Rs 350 for 950 ml (Rs 300 for other variants), almost twice the price of Future Group's Voom.

Commenting on competition in the market, Nair said, "The detergent market is very attractive and therefore there is a lot of competition. The Indian detergent market is still very undeveloped. There is a place for everyone."

The home care segment makes up 35 percent of revenues for HUL and the company is focussed on expanding this pie by building a good product mix & innovation. "We are growing double-digit in homecare. The focus is to continue the growth momentum."

First Published:Aug 19, 2019 12:33 PM IST