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| P&G increases grammage of 'Tide' with no price hike |
| Press Trust of India / New Delhi Mar 10, 2010, 20:32 IST |
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FMCG giant Procter & Gamble today said it is increasing the weight of the packs of its detergent 'Tide Naturals' by 25 per cent without hiking prices to enhance its market penetration.
"In keeping with our vision to reach more home-makers with great value, we have commenced shipments of Tide Naturals with increased grammage of 25 per cent at no extra cost," P&G said in response to an email query.
The company said it has started shipment of the product with the increased grammage and the new pack sizes of its variants 'Chandan' and 'Lemon' will be available in the market from tomorrow.
Meanwhile, it is understood that the company is also increasing the pack size of its mother brand 'Tide' and it will be available from March 12.
Tide brand is available in the market in two variants Lemon and Chandan with pack sizes of 100 gm, 200 gm, 500 gm, 1 kg and 2 kg and 20 gm single use sachet. It is available at the price points of Rs 10, Rs 20, Rs 26 and Rs 56 at present.
However, it did not specify whether the increase is across all the pack sizes.
"In the last three years, the brand has grown by 250 per cent, with over 35 per cent year-on-year growth on average where the category growth has only been 20 per cent," the company said.
The company was recently in news for the legal tussle with one of the country's largest FMCG players Hindustan Uniliver for a TV commercial claims that its detergent brand Rin is better product than Tide.
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