P&G increases product weight to fight competition

Submitted by Raj Bansal on Thu, 03/11/2010 - 23:51

P-G-LOGOProcter & Gamble (P&G) has increased the weight of its detergent, Tide Naturals, by as much as 25 per cent.

This has been done by the FMCG giant to answer back to its rival, HUL, which came up with the controversial ad campaign showing Rin, its detergent brand and Tide Naturals.

The weight increase would mean that 200 gms of Tide Natural, that was available for Rs. 10 will now give 250 gms for the same price.

The same calculation applies for the 400 gms. pack as well, but the quantity given would be more. The grams here would rise by 100 units.

Tide Naturals is made for the mass market and the weight will become operational from now on. The company has informed that rise in weight will also apply to the current stocks.

On the other hand, there are no such plans from HUL's side as of now.

Interestingly, the move comes immediately after the Madras High Court asked the company to prominently write a disclaimer saying that it does not contain lemon or chandan. P&G, till now, claimed that they are the key ingredients in its powder.


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