Prior to 1987, the Indian laundry detergent market had been dominated by premium brands offering goods that were only affordable to more affluent consumers. During the 1990s the market became more accessible to lower-income consumers, who were now offered a choice of affordable detergents. Building a firm consumer base and targeting consumers at the lower-income level can yield rewards for manufacturers within the laundry detergent industry.
Ghari detergent was launched in India in 1987 and was able to appeal to lower-income consumers seeking aspirational purchases that are affordable.
Slowly Ghari was able to attract the attention of consumers in its home region of Uttar Pradesh as well as the neighbouring Bihar, Madhya Pradesh, and Punjab regions which soon followed.
Ghari showed that a company does not need to spend a huge budget on advertising to attract consumer interest. Word of mouth can be just as powerful for marketing as it helps build trust and expand brands both organically and economically in the emerging markets.
"Success Case Study: Ghari Laundry Detergent" is part of Canadean Consumer's Successes and Failures research. It examines the details of and reasons behind the success of Ghari laundry detergent, a low-priced laundry detergent aimed at low-income Indian consumers. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.
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