Hindustan Unilever has finally decided to capture the surface cleaning market too by introducing Cif to the Indian market. Cif, is the popular surface market cleaner in the Europe and South Africa. It is also the first cream based surface cleaner. HUL has introduced its international brand Cif this year as experts believe that the Indian urban population is now ready for this product. Being priced at Rs 53 for 270 ml which is in the same range as its competitors, Cif needs a little push on the promotion front. However, that is taken care of as well, with the 360 degree promotion for the surface cleaner. Radio stations and TV commercials are already on the roll and demonstrations are being made in the malls.

HUL already has made its presence in the household cleaning segment. This Rs. 1240 crore segment has utensil cleaners, floor cleaners and toilet cleaners like Vim and Domex. However, there no specialist surface cleaners were introduced so far.

Although only ten percent of the Indian population can afford this product, that still would amount to approximately over ten million people. The market is tremendous although it’s for a small urban population. However, the competition is tough with other brands like Reckitt Benckiser’s Easy Off Bang, SC Johnson’s Mr. Muscle etc.

Via: Business Standard