Ghari Detergent Powder

Pehele Istamal Kare fir Vishwas Kare

The Beginning and Growth

Ghari Detergent powder is product of Rohit Surfactants Privated Limited (RSPL). The detergent brand was founded by Muralidar and Bimal Kumar Gyanchandani in 1987 in Knapur, Uttar Pradesh. It came to limelight in late 2012 when it beat HUL’s Wheel detergent and grabbed the top spot in terms of market share. The UPS of the product is “A low-priced detergent which provides cleansing within the budget of a lower-middle class family”. With Ghari detergent RSPL expanded its sectors.

RSPL has their products in

·         FMCG Sector

o   Ghari Detergent Cake

o   Ghari Detergent Powder

o   Xpert Dishwash Bar

o   Xpert Ultra Gel (Liquid)

o   Venus Soaps

·         Footwear

o   Red Chief

·         Real Estate

o   Nimmi Builders

·         Dairy Products

o   Namaste India

·         Wind Energy

Market Size

In November 2011, Ghari was the market leader with a 17.3% share compared with Wheel’s 16.9% and Tide’s 13.3%.

Target Group and Product Price

Ghari targated the rural customers, middle class and lower middle class customers.

The product is low priced owing to its target group. A 1 kg of Ghari detergent powder is priced at ₹ 35 and a 2.5 kg pack is priced ₹ 85 only which is an affordable price for the middle class customers. They didn't had to relay on premium brands anymore.

Stronger Dealer Base

Ghari detergent provides a profit margin of 9% to its dealers, which is lower than the standard profit margin given by premium brands i.e. of 12-13%, but at the same time is higher that 6-7% begin offered by the competitors in the same segment. This enabled Ghari to have a stronger dealer base to push sales while keeping its price low.

Network

Due to financial problem to compete with HUL and P&G in other states, RSPL had launched Ghari detergent in Uttar Pradesh. It focused on developing an intense distribution network to reach the customers effectively. Now the company has entered other states and has its ware in 19 states, through more than 3500 dealers. It has 21 manufacturing units, 15 of which were added since 2006. 2011 Onwards, RSPL stared using ‘Msales’ to book sales and track distributor’s positions and sales which made them tracking the orders and dealers easier.

Marketing

Ghari detergent has been very innovative in reaching the customers. With RSPL investing 2% of sales for marketing and promotional activities, it has used trains for initial campaigns to promote the product. Its first train campaign that ran between Lucknow and Guwahati for two months, was launched in 2008 and was called ‘The Ghari Detergent Express’. RSPL also promotes Ghari through roadside shows, magic shows and exibitions in smaller towns and cities where people are unlikey to see other brands. Also instead of going with celebrity endorsements, the brand has left it on consumers to try the product and decide if they like, just as it claims in its campaign.

Conclusion

Ghari detergent brand is one of the fatest growing brand in the FMCG market. The RSPL Limited Group, in spite of huge competition form Wheel, Nirma, Surf Exel, Ariel, is soaring in the Indian Detergent Industry and is currently ranked as the 2^nd largest brand in its category. It is striving to make its position even better by sticking to its mission to be part of consumer's daily life by giving them best value for money.