Market
It is hard to estimate how many utensils are
washed each day in India; but given the
population the number could run into billions
and create a market for utensil cleaners that
would be the envy of every country in the
world. The truth is an eye-opener.
The Indian market in terms of volume is
pegged at 285,000 metric tonnes and in terms
of value at just Rs. 914.60 crore (US$ 190.50
million) (Source: Nielsen, 2008). The strength
that manufacturers of utensil cleaners can draw
is that its growing at 12% annually. Projected on
this compounded annual growth rate (CAGR)
the market, over three years, is expected to
touch Rs. 1167.90 crore (US$ 243.30 million) by
the end of the 2010/11 financial year.
The dishwasher market is up against fierce
competition from ash a by-product of
cooking. Coming as it does free, ash is
commonly used across India to clean utensils
and is seen as a superb degreaser with the
added quality of being hygienic. The latter belief
stems from the fact that ash is created by the
process of burning, which in Hindu mythology is
the ultimate cleanser.
The organised market for utensil cleaners is
divided into four segments. Dish wash bars with
a share of 73% comprise the bulk of this
market. The balance is divided between
powders at 21.8%, liquids at 5% and pastes at
0.20% (Source: ACNielsen).
This utensils cleaner category owes its rapid
growth to various factors which find refuge in
increased disposable incomes.
Amongst them is the
elimination of coal-
and wood-fired
kitchen hearths.
With these gone,
ash, the natural
cleanser of
yesteryears has
been replaced by
modern aids.
Added to this
are improved life
styles, better
homes, finer
crockery and
cutlery and
superior
utensils and
152 SUPERBRANDS
of Pril. It is the only product in India that
guarantees proven degreasing, odour
neutralisation and anti-bacterial protection,
all in one.
This fine record has resulted in more than
7 million housewives across India trusting Pril
(Source: IMRB).
History
As an international brand, Pril is nearly 60 years
old with a footprint that spans 22 countries.
Introduced in Germany in 1952, Pril moved
quickly up the pecking order of dish washing
the shape of the coming market begins to soaps and established a significant status as a
emerge. superior cleaner. Its a position it continues
The liquid format for cleaning utensils and to occupy.
crockery was pioneered in India by Pril more In 1999 Henkel brought Pril to India. This was
than ten years ago. As Pril entrenched itself in the time when bars and powders dominated
peoples minds and homes the brand added the urban kitchen sink. Both were deficient
several variants, each either upping the value- products, turning quickly into soggy putty. They
benefit proposition or increasing price points. required large amounts of water to wash off the
residual soap or, when there wasnt enough of it
Achievements as often happened simply left a thin white
Pril which injected excitement into a low- film on utensils.
involvement category such as dishwashing has The launch of Pril liquid finally gave
received many accolades since its advent into housewives an alternative. Positioned as tough
the Indian market. The Pril dish wash bar was on grease, soft on hands the brand was the only
voted the Most Popular Debutante Brand in the player in the category that could, in the same
popular awards category of the FMCG Awards breath, talk of both functionality and skin care.
TM-2003. Maintaining the initial momentum, Pril A new sub-category had been formed that
was ranked among the Ten Most Trusted promised greater hygiene and a superior wash.
Household Brands
in India by the
Brand Equity
survey of The
Economic Times in
2008. Pril Anti-
Bacterial Neem
won the Product
of the Year award
in 2009/10 for
being the most
innovative product
to be launched in
its category over
the past two years.
The evolution of
the dish washing
detergent from the
simple utilitarian
happened because
 However, change in ingrained habits and
traditions come slowly. To fill the breach, Pril
developed a differentiated wash bar in 2003
that gave consumers a reason to switch. The
Pril bar offered the power of lime and
vinegar. While lime helped cut grease, vinegar
eliminated odour, leaving utensils visibly clean.
In a few months, Pril had gained significant
market share.
The brand had by now been fully
established. Encouraged by the market
response, Pril quickly extended its franchise
into speciality cleaners, launching Pril glass
cleaner and Pril multi-degreaser.
Product
Pril has exposed Indian consumers to better,
more fragrant dish cleaners. The brand brought
an exotic cocktail of lime, vinegar, neem,
orange, tamarind, coconut and mango extracts
to enliven a low-focus market segment. These
are the variant combinations that transform oily
dishes into clean, fragrant and sparkling
kitchenware.
Each Pril variant has been developed to
resonate with regional sensitivities. Pril was the
first to introduce the concept of odour
neutralisation with its lime and vinegar bar and
liquid. Lime in India is well-known for its grease
cutting action while vinegar is its odour
neutralising western twin. The orange Pril loaded
with citric acid, adds a dash of colour and zing
to dish washing. Tamarind and vinegar were
combined in yet another zippy Pril bar while the
mango-vinegar variant was introduced because
it was discovered that mango peel is used as a
scrub in the State of Uttar Pradesh.
Following success in the dish wash category,
Pril was cast as an effective surface cleaner, too.
But long before it was launched, the product
was thoroughly researched. The study revealed
not just a need gap but also a little noticed
nuance: people believe that a product that
foams is actually working.
This explains the unique foaming action of
Pril multi-degreaser.
Recent Developments
Pril, quite simply is research led. A proprietary
study conducted by Pril revealed that in most
Indian households, dishes are not washed
immediately after a meal which makes them
vulnerable to the growth of germs and bacteria.
This lifestyle insight resulted in the launch of a
new variant of Pril: Anti-Bacterial Liquid, a
pioneer innovation that combined the benefits
of degreasing and deodorising with the unique
anti-bacterial properties of neem. This variant of
Pril has been conferred with the Product of the
Year award in 2009/10.
2009 has been a special year and has held
much promise for Pril. It was in this year that
Pril was re-launched as Pril Perfect. The launch
was significant because it elevated the entire
dish wash category. The new Pril Perfect now
offered a unique triple-action benefit that
degreased, removed odour and killed 99.90% of
all germs, too. The new Pril Perfect, distinguished
by its drop shaped logo, is available in four
variants Lime + Vinegar, Orange + Vinegar,
Lemon Fresh and Anti-Bacterial Neem.
Pril has also made a strategic foray into the
unit sachet segment to increase its penetration
and tap into the huge growth potential of this
category.
By redefining cleanliness as not only looking
clean but also smelling clean Pril is setting in
motion its next steps in growth.
Promotion
The Pril tagline tough on grease, soft on hands
addressed the needs of millions of housewives
across the country and very quickly captured
their hearts and minds.
In its mission to simplify the lives of
housewives every Pril advertising campaign
focuses on the superiority of the liquid over the
bar. The re-launch of Pril as Pril Perfect was
heralded by a high decibel media campaign that
high-lighted the unique benefits of its triple
action; the glamour quotient was provided by
the brand ambassador, Sonali Bendre.
The commercial once again drove home the
superiority of Pril liquid over the bar through
the innovative hot water test. The success of
these efforts has helped upgrade consumers
and build a greater
equity for this
pioneer brand.
Prils many
unique, below-the-
line activities have
served to reinforce
its franchise and
connect with the
consumer. Research
revealed that one
hurdle in the wide
acceptance of liquid
Pril was the
reluctance of the
housewife to give it
to maids, because
they feared waste.
The Pril Home
Care Academy
(PHCA) instituted an outreach programme
for domestic maids a hitherto neglected
demographic group. Even as it provided training
to them on the usage of Pril liquid it also gave
them a free insurance cover worth Rs. 25,000
(US$ 520.80). The PHCA created a great buzz
around the brand for it was the first time in this
industry that an initiative was rewarding both
the buyer and the end user.
The Pril You Are the Star Contest was
another Pril initiative that simply made brand
ambassadors of consumers who recommended
Pril to others.
In a unique customer contact event to launch
Pril multi-degreaser, Pril went to Delhis famous
Paranthewali Gali the heart of grease territory.
In full media and public glare Pril identified a
shop and removed the toughest grease with the
minimum fuss and effort. Here was a perfect
example of actions speaking louder than words
and an outstanding testimony to Prils unique
formulation.
Brand Values
Pril delivers quality with responsibility. The brand
believes that responsibility does not end once
the product is placed on the shelf and sold; in
fact, it begins at the manufacturing stage where
conservation of the environment takes
precedence and ends when the consumer
endorses the brand and comes back for a
repeat purchase. In between these two
functions are several lesser known factors that
build a brand. Its signature jingle, the unique
bottle shape and logo with the Pril drop are
part of this unique chemistry.
These, among others, are the dynamics that
earn for Pril its worldwide following.
www.henkel-india.com
Things you didnt know about
Pril
Prils journey to leadership began in 1952 when
it was first introduced in Germany
Pril is present in 22 counties worldwide and is
a market leader in many
Pril is the first eco-sensitive dishwashing
detergent in India
The twelfth edition of Philip Kotlers book on
marketing management showcases a Pril ad as
being one of the most creative in recent times
Pril was the first to introduce product variants
and celebrity endorsement in the category
SUPERBRANDS 153