“ The challenge is to understand the rural consumer, create better distribution, and appreciate the heterogeneity.” When building a brand in rural India, word-of-mouth is a huge motivator. Colgate-Palmolive, a leading oral hygiene product manufacturer, entered the rural market . INTRODUCTION
The rural market penetration is a whopping 80 million households.
Market share, Market Penetration & Lifebuoy’s share in the total market share of HLL: HLL relaunched the Lifebuoy brand in 2002 and continues to be the largest selling popular soap in its category. Toilet soap industry is one of the oldest Fast Moving Consumer Goods (FMCG) industry in India. It is among the highest penetrated category within FMCG sector reaching an estimated 95% urban and 87% of the rural households. HLL has the highest household penetration which is 88%. Lifebuoy has the highest market penetration in the soap category which is about 91%. Today, 95% of HLL is its FMCG business. HLL’s market share in the personal wash segment is about 56-58% in which lifebuoy’s market share is about 18-21%.