HUL to launch its 5th brand in laundry segment with 'Love & Care'
HUL to launch its 5th brand in laundry segment with 'Love & Care'

Hindustan Unilever (HUL), India’s largest packaged goods firm by sales, is all set to launch detergent brand ‘Love & Care’, a new India-focused product. This is HUL's fifth brand in the laundry segment after 'Surf Excel', 'Rin', 'Sunlight' and 'Wheel'.

‘Love & Care’ will be launched across the top 30 cities in India. The brand is developed for washing premium fabrics such as silk, fine cotton and chiffon among others. It will be positioned in the premium category.

The new launch is also part of the company’s ongoing ‘premiumization’ strategy in the laundry category.

Priya Nair, Executive Director, HUL, said, “We have delivered both volume-led and profitable growth (detergent business). We are well-placed in the country with the kind of portfolio we have. Therefore, our focus now is how do we create a new segment that caters to consumer needs. The launch of Love & Care expert fabric care is one part of the strategy to continue to drive premium brands.”

The new brand will be available at modern retail outlets and on e-commerce platforms, targeted at affluent Indians. HUL has already roped in fashion designer Manish Malhotra as the brand ambassador.

“We are continuously looking at how we can evolve our portfolio. India has immense potential for the laundry category and is still an underdeveloped market. So, the opportunity is quite substantial. We will keep innovating as we see emerging consumer needs,” Nair stated.

 
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