Indiantelevision.com Team

(22 May 2007 7:00 pm)

MUMBAI: FMCG company Henkel India Ltd has introduced its flagship dishwash brand Pril Dish wash bar into the Indian market with the addition of coconut scrub that provides an extra abrasive power.

Henkel India VP sales and marketing Ranju Mohan said, "Our research showed that one of the key benefits that a consumer looks forward to in a dish wash bar is that it should be abrasive to ensure better cleaning. Coconut fibres have been used for time in memorial as a scrubbing agent. Keeping these in mind, we are giving our consumers the goodness of coconut scrub along with the superior degreasing power of Pril in a unique, first time in the category, product."

The product is available across the country in a 400 g pack size at a price of Rs 16. The other variants include orange and vinegar, tamarind and vinegar, lime and vinegar.

Henkel India found a strong consumer insight in the form of an un met need in residual food smell after extensive qualitative research and translated that into a product benefit. Vinegar was added in the product for odour neutralisation.

The emphasis in the messaging used for the Odour neutralization campaign was - 'Pril Bar not only effectively removes burnt marks and the toughest of grease but also removes the residual food odour from utensils. It has the double power of lime and vinegar. Lime degreases and removes burnt marks while vinegar removes residual food odours, thereby giving utensils a sparkling shine and complete cleaning', says an official release.

Henkel India Limited, founded in 1987, is a part of the Henkel KGaA Group. HIL along with its subsidiaries, manufactures and markets a range of detergents, cosmetics, household cleansers and hair care products.