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Talking to a press conference today, Nitin Paranjpe, Category head-Fabric Wash, HLL said that, today Indian Women have become delegatory, ie they look forward to products that would do work for them, New Surf Excel with its low foam Technology enables low scrub, low rinse and quick wash. Therefore it is perfect clean in half the time. Mr. Nitin also added that the detergent is not recommended for washing machine, Surf has its Surf Excel Automatic detergent which is useful for washing machines.
The New surf Excel also comes in an attractive pack. According to Nitin, it is a compact package, which would stand erect in the shelves of the shopkeepers. The product is priced at Rs 70 for half a KG. The New Surf Excel is a total relaunch of Surf Excel, ie, the Surf Excel will be replaced by the new one. According to Nitin, it is a risk taken by the company, as traditionally people associated good detergent with more foam. The Ad Campaign for the same will be launched in two phases. The first phase with erase the traditional view from the minds of the people, and the second will talk about the advantages of low foam detergent. Surf Excel had reduced its price from Rs 85 for half Kg to 70 three months back. Mr Nitin said that there has been 15% growth in the consumption after the reduction of the price. After this new launch the company is expecting 10% growth in their consumption.
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Copyright
2008, Chennai Interactive
Business Services (P) Ltd. |
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HLL today introduced an innovative low foam detergent. The New Surf Excel has been specially developed with technology to conserve water, making it the first of its kind in the country. The innovation keeps in mind the current water scarcity scenario in India.
