Lifebuoy, used by one in two Indians, is the largest soap brand in the country, and one of the Anglo-Dutch Unilever subsidiary's top five 'power' brands, the company said.
"Sales volumes had dropped 15-20 per cent in 2001, amid a sluggish market as well as consumer perception of Lifebuoy as an "old-fashioned" soap, Sanjay Dube, head of HLL's mass market business, said.
Dube said Lifebuoy is no longer a carbolic soap but is now "a milled toilet soap with a new health fragrance". With the relaunch of the Lifebuoy brand, it now becomes a part of the discount-popular soap category.
Nearly 70 per cent of Lifebuoy's sales come from the rural markets. A poor rural market economy had caused soap market in the country decline 9-10 per cent in value in 2001, Dube said.
"Lifebuoy, which was positioned purely as a health soap targeted at a male population, has now got rid of its carbolic nature, smells different and is positioned as a family soap," he added.
"We are hoping that Lifebuoy which was declining by 15-20 per cent will get back to double digit growth," Dube said. He refused to divulge how much Lifebuoy contributes to HLL's overall sales.
The new 125 gm pack will cost Rs 9 and will replace the old 150 gm pack costing Rs 8.50, he said. HLL will also launch its biggest ever rural consumer contact programme in two months, aiming to reach 10,000 villages in 8-9 states, as part of Lifebuoy's relaunch and health awareness campaign, officials said.
HLL is also evaluating alternative strategies for its Lifebuoy Liquid brand. Dube said: "When we launched the brand in the handwash category, we were looking for a big market. However, we were not able to convince consumers and lacked a more coherent strategy."
According to Mumbai-based dealers, the Lifebuoy liquid brand is not easily available in the market. However, Dube said: "We have not yet withdrawn the brand officially. However, we are not pushing the brand either. This is because the brand or category is not of high priority to us and we may relaunch it at a later date. However, no final decision has been yet taken on the future course of the Lifebuoy liquid brand, he added.
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