New P & G Ariel Keeps Clothes Fresh-Looking'
For the first time in the world, Procter & Gamble has launched a new, high-technology detergent in India that the company claims will not only clean clothes but also keep it looking fresh.
The New Ariel with Microshine has been launched in the Rs 300 crore compact segment where P&G has locked horns with Hindustan Lever for a big share of market growing at 35 per cent. New Ariel comes in three packs, 500gm of Rs 55, Rs 23 for 200 gm and Rs three for 20 ml sachet.
The brand is being launched through P&G Home Products, P&G worldwides 100 per cent subsidiary, which also handles other Ariel brands, Pantene shampoo, Camay beauty soap and Pampers diapers.
The new brand includes two components, carezyme and OD Base, both proprietary P&G technology. So far, P&G had been using these ingredients separately in its detergents, never together. New Ariel, will for the first time, incorporate carezyme and OD Base together and India is the first market in the world chosen to use the product.
Washing conditions in India are very difficult and tough. Atmospheric conditions and body sweat damages the clothes. The dirt is also tough to remove. Many places in India has hard water which makes washing difficult. New Ariel is designed for such conditions, said Nayantara Bali, marketing manager of P&G.
Ariel is a five-year old premium detergent brand in India and has a 12 per cent value share of the detergent market.
In compacts, a Rs 300 crore market comprising 20 per cent in value terms of total detergents sales in the country, Ariel has a over 60 per cent share followed by Surf Excel of Hindustan Lever.
New Ariel follows the launch of Surf Excel with heavy ad blitz by Lever in May last year. This ignited the compact market spurring demand to rise by nearly 35 per cent. Bali believes growth will settle down around 20-25 per cent by next year.
Dr N V Iyer, head of laundry research and development, P&G, said: New Ariel with Microshine is a revolutionary upgrades in detergents history.
Carezyme prevents formation of pills and fuzzes that make clothes look old and worn, while OD Base, the other major ingredient prevents redeposition of in-solution dust on the clothes during the wash.
It also provides a protective coat on fabrics to prevent tough dirt and stains from settling on it.
What we are trying to do out here is redefining cleaning. The previous Ariel launches establishing the superior cleaning properties of the brand. Now we are going beyond just cleaning and also emphasising on the protective qualities of the brand, Bali added.
New Ariel with Microshine has been recommended by Vimal, the fabric brand from Reliance Industries. Says Gomber, head research and development, Independent lab tests confirm that New Ariel with microshine keeps clothes looking newer longer.