Ujala - The Supreme Whitener

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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 : MKTG051 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Advertising and Promotion
Case Length : 10 Pages
Period : 1983-2003
Pub Date : 2003
Teaching Note : Not Available
Organization : Jyothi Laboratories
Industry : FMCG
Countries : India


The case examines the marketing strategies adopted by a small Indian company, Jyothi Laboratories, to promote its fabric whitener brand, Ujala. The reason for launching a liquid dye based whitener in the Indian fabric whitener market as against the more prevalent powder version is discussed.

The case explores in detail the various strategic initiatives undertaken by Jyothi to meet the competition and emerge as the leader in the segment. The case also takes a look at the company's entry into other segments of the Indian FMCG market in the early 21st century and critically analyses the rationale of the move.


• Explaining the importance of marketing mix for the success of a product


  Page No.
Shaking The Market Leader 1
About Fabric Whiteners 2
Background Note 3
Marketing Ujala 4
What Lies Ahead 6
Exhibits 9


Marketing strategies, small, Indian company, Jyothi Laboratories, promote, fabric whitener, brand, Ujala, liquid dye, strategic, competition, emerge, Indian FMCG market, 21st century

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