Fairness Wars

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG009 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges


Marketing Mix
Case Length : 7 Pages
Period : 1999 -2001
Pub Date : 2001
Teaching Note : Available
Organization : Cavin Care Ltd, HLL
Industry : FMCG
Countries : India


The case 'Fairness Wars' focuses on the fierce competition among the major players in the fairness segment of the personal care market.

The case explores the rivalry of the three major players, HLL (Fair & Lovely), CavinKare Ltd. (Fairever), and Godrej (FairGlow).

The case also highlights the fact that the fairness formula was no longer restricted to creams, but had extended to soaps and talcum powders also.


Understand the fairness products market.

Identify the key drivers and trends in the market.


  Page No.
Who's The Fairest of Them All? 1
Background 2
Fair (Ness) Wars 2
Promotional Wars 3
The Wars Continue Unabated 4


Fairness Wars, competition, fairness segment, personal care market, three, major players, HLL, Fair & Lovely, CavinKare Ltd., Fairever, Godrej ,FairGlow, fairness formula, restricted, creams, soaps, talcum powders

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