A Clean Sweep

This is the third Gillette brand launched by ISPL. The earlier brands include Sensor and Sensor Excel. With a slew of products in the bag, ISPL hopes to shave off a substantial size of the premium segment.

With GII Plus, ISPL hopes to dominate the middle and upper segments of the three billion units a year shaving blade market. The conventional flat blade segment which account for 80 per cent of the market is dominated by Topaz, Laser, Panama, Ashok and other brands. Most of these belong to the Rs 130 crore Harbans Lal Malhotra & Sons group and the Rs 70 crore Vidyut Metallic. Using a twin strategy of low price and dealer incentives, their brands virtually edged out ISPL. Currently, the ISPL brands in this segment include the 365 Stainless aimed at the barber, and 7'O Clock Super Premium and 7'O Clock Stainless.