competitive advantage – Marine Products, Basmati Rice, Castor Oil and its Derivatives
It is India's largest exporter of Marine Products, and one of the largest global players incastor.
MARKET LEADING BRANDS
HLL’s brands have become household names. The company’s strategy is to concentrateits resources on 30 national power brands, and 10 other brands which are strong in certainregions. The top five brands together account for sales of over Rs.3000 crores. Each of these mega brands has a potential scale of Rs.1000 crores in the foreseeable future.Some of the big brands in Soaps and Detergents are Lifebuoy, Lux, Liril, Hamam,Breeze, Dove, (all soaps) surf excel,surf , Rin, Wheel (the number one detergent brand inIndia, and HLL's
largest), 501, Sunlight (all detergents). HLL also markets the Vim andDomex range of Home Care Products. In the Personal Products business, HLL's Hair Care franchises are Clinic, Sunsilk and Lux shampoos; the company markets Nihar oil. InOral Care, the portfolio comprises Close-up and Pepsodent toothpastes and toothbrushes.In Skin Care, HLL markets Fair & Lovely Skin Cream and Lotion, the largest sellingSkin Care Product in India; a brand developed in India, it is now exported to over 30countries. It has been extended as an Ayurvedic cream, an under-eye cream, a soap and atalc, in line with the strategy to take brands across relevant categories. The other major Skin Care Franchises are Pond’s, Vaseline, Lakme and Pears. In Colour Cosmetics, HLLmarkets the Lakme and Elle-18 ranges. In Deodorants, the key brands are Rexona, Axe,Denim and Pond's, while the Talc brands are Pond's, Liril, Fair & Lovely, Vaseline andLifebuoy. Axe and Denim are HLL’s franchises for Men’s toiletries.HLL has recently launched Lever Ayush Ayurvedic Health & Personal Care Products.Health Care is among the new businesses HLL has chosen to enter. The product rangecomprises Cough Naashak Syrup, Headache Naashak Roll-on, Dandruff Naashak Shampoo, Hair Rakshak Oil and Body Rakshak Soap. The purity of the Ayurvedicingredients in Lever Ayush is endorsed by the renowned Arya Vaidya Pharmacy (AVP) of Coimbatore.
PRODUCT & QUALITY STRATEGIES:
It is for the first time that rigorous Testing procedures of the pharmaceutical industryhave been applied to Ayurvedic products. That is why the brand seal is ‘Truth of Ayurveda; Proof of Science’.HLL has started franchised Lakme Beauty Salons, offeringstandardised services, in line with the strategy to add a service dimension to relevant brands.HLL and Pepsi have formed an alliance to distribute a full range of tea and coffee andsoft beverages through vending machines; HLL already has a base of around 15000 suchmachines. The coffee business comprises Bru Instant Coffee and Deluxe Green LabelRoast & GroundCoffee.The Kissan and Knorr Foods range comprises Spreads & Jams, Biscuit Sticks, Soups,Squashes, Tomato Ketchup, Sauces, Puree, and Cooking Aids. Popular Foods, lFlour