Henkel SPIC relaunches Mr White detergent powder

Company press release, February 19, 2004

Chennai

Henkel SPIC India Ltd, a joint venture between Henkel KgaA, Germany and Tamilnadu Petroproducts Limited has re-launched its Mr. White detergent powder, with an enhanced formulation, fresh new fragrance and an all new international Gusset pack. The brand re-launch is a result of extensive and continuous research.

The formulation of Mr. White, the only eco-friendly detergent in its segment, has been significantly enhanced bringing the promise of superior product performance and unique dazzling whiteness with a fresh new fragrance. The new International Gusset Pack graphics has been specially developed by Albert Bauer, Germany to portray the premiumness, better quality and strong shelf visibility.

Commenting on the re-launch of Mr. White, Mr. Satish Kumar, Managing Director, Henkel SPIC, said, "Mr. White has become the number 2 brand in its category and has been steadily growing over the past 5 years. With this strong and powerful re-launch, Henkel SPIC plans to garner a market share of 20% in this segment". "Consumer research showed substantial improvement in product performance and the new fragrance scored far better than our old fragrance as well as competition." he further added.

Henkel SPIC plans to corner a huge chunk of the mid-range segment market by bringing in for the first time premium values, thereby enabling the consumers to really experience a good quality product at a reasonable price. Mr. White from Henkel SPIC is a Rs. 50 crore brand and has a current market share of 14% in the mid range detergents segment. The product has a very strong presence in AP, Kerala and Tamilnadu markets. The re-launch of the Mr. White brand is expected to add technological superiority in the segment and offer significantly higher order benefits.

The company plans to support the re-launch with heavy and continuous media support in key markets. Research findings showed that people believe in voices of authority and experience, such as Scientists, Doctors, Teachers, etc,. Based on the findings, the new TV commercial for the brand uses a scientist as the main protagonist. Plans are on for consumer interactive contests on select channels and activities involving the trade for creating a very high recall of the brand.

The new Mr. White Powder is priced at Rs.42 for the 1 kg Gusset pack, Rs.21 for the 500 gm pack and the sachets will be available for Rs.1. The new product mix has an all round focus on superior product, a strong communication with a great pack and a good merchandising.

About Henkel SPIC India Ltd:

Henkel Spic India Limited (HSIL) incorporated in 1987, is jointly promoted by M/S Henkel KgaA, Germany and M/S Tamilnadu Petroproducts Limited (TPL). They commenced commercial production during March 1993 at their state of the art plant at Karaikal. HSIL along with its subsidiaries, manufacture and market a range of world class Detergents. Cleansers, Cosmetics and Hair care products. It is the first detergent plant in India to receive the ISO 14000 certification. Their product portfolio includes international brands like Henko, Pril and Fa, besides strong domestic brands like Margo, Neem Tooth paste, Mr. White, Aramusk, Tuhina, Chek, Limeshot, and Brisk.

For details contact,

Bipin Cherian

Tel: 044 -24330089

Fax: 044 - 24321641

Email: bipin@henkel-india.com