We are accelerating premiumisation of the portfolio by impactful innovations, understanding the needs of consumers and scaling the new benefit spaces. Our brands such as Lakmé continue to be at the forefront of bringing on-trend innovations. Each of our big brands are also ensuring availability in access packs in the right channels so as to continue to grow penetration and increase usage.
We are energised with the opportunity of leading market development across categories through access packs and targeted communication. We are leveraging the powerhouse of our brands to lead the charge in categories of the future like face cleansing, male grooming and antiperspirants.
Our premiumisation journey is accelerated through the touch and feel benefits of modern trade. We are educating consumers on the premium benefit proposition through assisted selling and counters.
We are leveraging the fastest growing channel of e-commerce by making all our brands available across platforms and playing a differentiated portfolio strategy curated for the channel.
We are focusing on new models of marketing to take innovations and activations to consumers. Our Winning In Many Indias (WiMI) cluster deaveraging strategy enables us to derive differentiated consumer insights which are then used to employ precision targeting through a multimedia mix.We continue to strengthen content creation with initiatives like ‘Be Beautiful’, a platform that educates consumers on their beauty and personal care needs.