Five Competing Brands of India

Topics: Laundry detergent, Product life cycle management, Brand Pages: 12 (2598 words) Published: April 27, 2010

We are thankful to Almighty Allah for His help in the completion of the project. We are thankful to our respected teacher Mr. KASHIF SAEED for his keen interest and support in providing us the needed information and we like to thanks for assigning us this project that has helped us in learning the basic concepts of marketing management.


First of all we thank to Almighty ALLAH who has granted us such a great opportunity to prove ourselves.

Then we are thankful to our beloved Parents, our honorable and cooperative Teacher Sir Kashif Saeed and all MEMBERS who have helped us a lot to prepare this Project.

5 Detergent Brands in INDIAN Market

We choose following 5 Brands from Indian market

3. RIN


Wheel is India's number one detergent brand. Launched in 1987, it cleans effectively with lesser effort, making a laborious chore like washing light and easy. Moreover, Wheel does not burn hands or harm clothes like some other detergents, which contain a high percentage of soda.

Ever since its relaunch in 2001, with the new positioning of 'best clean with less effort', Wheel has been growing strongly. Research showed that consumers seek a solution to heavy duty laundry, like bed sheets and curtains. Developing on this insight, wheel sought to eliminate the trouble of tough dirt or heavy-duty laundry. Mass market consumers have welcomed the solution, making it the number one.

This product is for low level of income. Target market of wheel is rural areas and the people think that wheel is a power full and cheaper detergent as compare to other detergent and soap available in market.

Surf Excel

A pioneer in the Indian detergent powder market, Surf Excel has constantly upgraded itself over the years, to answer the constantly changing washing needs of the Indian homemaker. Today Surf Excel offers outstanding stain removal ability on a wide range of stains. This means that mothers now have the freedom to let their kids experience life without worrying about stains.

Surf Excel quick wash is powered with a path-breaking technology- it reduces water consumption and time taken for rinsing by 50%. It is a significant benefit, given the acute water scarcity in most of India.

Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick Wash and Surf Excel Automatic. So whatever be the need, Surf Excel hay Na.

Surf Excel powder is for the people of middle and high level of income. Main focus on the children because they advertise as DAGH TO ACHY HOTY HAIN and also for those who want fragrance in there clothes.


Launched in 1969, Rin with the power of its thunderous lightning flash has become a household name synonymous with dazzling white clothes, for millions across the length and breadth of the country. Over the years, Rin has constantly evolved to cater to the growing aspirations of the Indian housewife. Be it with Rin Advanced or its perfumed variant Jasmine Fresh, the brand guarantee superior cleaning, incomparable white clothes and self-confidence which comes only from wearing spotless clean clothes. That too, at affordable prices. Recently Rin re-wrote the rules of branding and marketing by teaming up with the country’s leading entertainment channel, Star Plus to launch a unique reality show for kids titled – ‘Rin Mera Star Super Star’- a nationwide talent hunt providing a platform for talented children to showcase their potential to the entire country. The winning contestant won a scholarship of Rs. 500,000 to help him chase the dream of becoming an artist or to pursue future education. Over the years, Rin has won a number of accolades, the most recent being voted as the Most Preferred Detergent brand in India at the Awaaz Consumer Awards in 2006. The Awaaz Consumer Awards voice the opinion of 10,000 consumers of 39 product and service categories across 21 countrywide locations.

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