Consumers
9 out of 10 Indian households use one or more of our brands every day to feel good, look good and get more out of life.
9 out of 10 Indian households use one or more of our brands every day to feel good, look good and get more out of life.
Our portfolio of iconic and purpose-driven brands straddles the price-benefit pyramid, making our products accessible and aspirational for all consumers across the country. We are bringing alive our philosophy of ‘Winning in Many Indias’ through superior products and marketing strategies that serve the regional preferences of our consumers. Our brands Lifebuoy and LUX have winning products by region that put consumer centricity at the heart of product design.
During 2021-22, Lifebuoy further strengthened its position as India’s No.1 soap brand. Clinic Plus, Dove and Sunsilk were rated as the top 3 Hair Care brands in the country as per ‘Kantar Brand Health Check Report’. Lakmé, India’s most followed beauty brand on Instagram, is engaging with its consumers digitally and gets 30% of its sales through digital platforms. Our Premium Beauty Business Unit (PBBU) is now fully operational with 3 digital-first brands Simple, Love Beauty & Planet and Baby Dove.
Our purposeful brand Dove’s ‘Stop The Beauty Test’ campaign won a Silver Lion at the Cannes Festival of Creativity. Lifebuoy is promoting better hand hygiene through its ‘H’ for handwashing campaign. Similarly, Clinic Plus, launched a film under its inspiring ‘Meri Beti Strong’ campaign to educate mothers about domestic violence.
Our brands are at the forefront of making our consumers’ homes cleaner and safer through superior product offerings and strong innovation capabilities. Surf excel is now India’s largest fabric solutions brand. Vim and Rin continue to deliver strong performance and have crossed the Rs. 2,000 crores turnover mark this year.
We are upgrading our consumers’ experience through our premium offerings such as Surf excel Easy Wash and Surf excel Matic in detergent powders, and Vim liquid for dishwash. We are also creating new future formats such as Vim Matic for dishwashers and Surf excel 3 in 1 Smart shots for effective and convenient cleaning.
Our brands continue to drive salience with consumers by putting purpose at the heart of every action and communication. Sunlight, through its campaign ‘Tantir Rong’, supports the handloom weavers of Bengal, while Vim’s ‘Change your outlook, move beyond dishes’ campaign attempts to break social stereotypes. We are also leading our industry towards a cleaner future through the power of science and innovation. Surf excel liquid’s product and packaging has become environment-friendly with 100% biodegradable actives and recyclable plastic bottles.
We strive to provide great-tasting, nutritious and sustainable foods for our consumers, leveraging our world-class innovations and brand purpose. We are strengthening our market leadership in Tea through our wide portfolio of multiple tea blends that cater to different taste palates and preferences of our consumers. Our Ice Cream business which was impacted in the summer months due to the second wave of COVID-19 rebounded strongly in the latter part of the year and is now significantly ahead of the pre-pandemic levels.
Our innovations in the Foods portfolio - Hellmann's Mayonnaise and Kissan Peanut Butter are gaining traction with consumers. We have launched the Bru Beaten Coffee, designed to cater to the tastes and preferences of coffee lovers in the North and West of India. In Health Food Drinks, we are building category relevance and driving penetration through market development. Through our media campaigns and extensive sampling programmes, we are reaching out to millions of consumers. We have further expanded our product offerings in Horlicks portfolio with the high sciences range such as Diabetes Plus, Mother’s Plus, etc.
Over the last two years, we have launched several products that offer positive nutrition. Our Horlicks Plus range addresses specific life stage needs such as protein supplementation, loss of calcium in women, and sugar and cholesterol management for diabetics. We also partner with our suppliers to achieve sustainable sourcing of agricultural raw materials. In the last year, 93% of tomatoes used in Kissan ketchup and 68% of Tea for our brands were sourced sustainably.