Ghari Detergent

PRESENTED BY,
CHRISTOPHER CHRISTIAN,
SUDIPTA NANDI.
History of the Ghari
RSPL (Rohit Surfactants private limited)
Kanpur based company.
The detergent brand was founded by
Muralidhar and Bimal Kumar
Gyanchandani in 1987.
RSPL had their product like Xpert, Red
Chief, Venus, Wind energy, Real estate,
Dairy products
Marketing Mix
Product

Quality
Features
Brand name
Packaging Sizes
 Price

 The price of Ghari detergent comes at a

price less than Tide, Ariel and surf
excel.
 Affordable price
 Discounts in form of lesser price and
quality product.
 Ghari offers 15-20% profit margin to
the dealers whereas rivals offer 10%.
Price list of Ghari
 Place

The brand is now present in 20 states.

Targeting area in which more
population is there like Uttar Pradesh.
Targeting rural area.
Easily switchable to the other brands.
Value for money.
Targeting remote area.
Low income.
Promotion
 The first campaign was the Ghari Detergent
Express(a summer special Train) in 2008 that
ran between Lucknow and Guwahati for two
months.
 Advertisement in Train and Railway station.
 Roadside show like Magic and exhibitions in

smaller towns and cities.

 The Ghari advertisement could also be seen

in TV and in some Magazine.

Cont . . .
 New plant in Karnataka for expansion.
 In the next three years the RSPL (Rohit

Surfactants private limited) would add 10

more states (including union territories)
Drawbacks
 Targeting low income group.
 Different fragrance flavors are not available only
premium are available.
 Innovative adds are not there.
 Product variety is not there
 Lack of presence in urban area.
CONCLUSION
 Second largest-selling detergent in the country.
 Ghari was able to beat Nirma because of well
established in Uttar pradesh, india’s largest
population.
 Currently as of December 2011 the market
share of Ghari is 13.5 %
 Local brand such as Power detergent, Tran keri,
Vidsha, etc market share had fallen from 13% in
previous to 2.9% in 2010 according to Nielsen
data survey
“PEHLE ISTAMAL KARE
PHIR VISHWAS KARE”