Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Price Wars, Indian Detergent Market

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Case Title:

Price Wars in the Indian Detergent Market

Publication Year : 2004

Authors: T Phani Madhav

Industry: Home Appliances and Personal Care Products


Case Code: MKS0013

Teaching Note: Available

Structured Assignment: Available

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Towards the end of 2003, the Indian detergent industry witnessed a price-cutting spree by the major players Procter & Gamble (P&G) and Hindustan Lever Limited (HLL). P&G initiated the price wars by reducing the prices of its detergent products and other players such as HLL and Henkel followed suit. P&G's price cuts, at the time when the fast moving consumer goods (FMCG) industry was going through a sluggish period, was seen as an attempt to wrest advantage from HLL, which was grappling with decelerating growth.

Pedagogical Objectives:

  • To discuss the Indian detergent market and the different strategies being adopted by the major players
  • To discuss the impact of a price war on different players and whether the price wars will benefit them.

Keywords : Procter & Gamble company, Marketing Strategies Case Study, Hindustan Lever Limited, Nirma Limited, Price wars, Henkel Spic India Limited


  • Introduction
  • Major players in the Indian detergent market
  • Indian detergent market
  • Price wars: the outcomes

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