HUL, Emami and the aggressive play in Rs 5,000-cr fairness creams category

The battle over a name is more than an ego clash, it reveals the aggressive play in the Rs 5,000-crore fairness creams category for loyalty and brand affinity

Vinay Umarji | Ahmedabad
Last Updated at July 8, 2020 06:05 IST

Fair & Lovely ads, even before the renaming, pitched the brand as a confidence-building product rather than a fairness cream as did Emami for its product in the category

The fight over the newly renamed Glow & Handsome may have boiled down to the use of an ampersand (Hindustan Unilever uses the symbol while Emami expands it); and hit a temporary pause, as the Bombay High Court granted interim relief to HUL, stating that there must at least a week’s notice before any legal action is initiated against the use of the trademark, but the battle say experts, has just begun. The clash is not just over the use of a name, but one for loyalty and affinity in a category that is controversial, cluttered with promises and full of look-alikes.

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