Detergent market of Bangladesh, Business opportunity, Market Risk, Leading Brand, Market Capacity

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Chapter 1
Introduction

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1.1. Definition of Detergent Powder
Detergent is a material intended to assist cleaning. The term is sometimes used to differentiate
between soap and other surfactants used for cleaning. The term detergent by itself is sometimes
used to refer specifically to clothing detergent, as opposed to hand soap or other types of
cleaning agents
1.2. History of Detergent Powder
Throughout the history of our civilization, the need for efficient washing of skin and clothes
pushed many inventors and scientist to create many types of substances that facilitated that need.
Because modern detergents found their footing only after the rise of technology and chemistry of
20th century, our ancestors focused their attention on production of various soaps.
The first archeological proof of existence of soap was found in ancient Babylon, over 4800 years
ago. However the inscription found at the pots that were intended for boiling of animal fat with
ash did not provide references of soap usage. Ancient Egypt provided many evidences of soap's
widespread usage - from exclusive baths, to providing medicinal care for the skin and tool for
more efficient washing of clothes.
Biblical records from that time also talk about personal hygiene and use of soap and oil products.
Roman Empire brought the use of soaps, oils and ash mixed gels to the height of popularity.
During that time both public and nobility used cleaning product regularly, and many legends
surrounded soup (which was by legend first discovered at Mount Sapo, where fat from
sacrificed animals traveled down and was collected into pools of soap). After the fall of Roman
Empire in 5th century AD, the tradition of washing disappeared from Europe, which brought the
1000 years of cleanliness, poor hygiene and several waves of deadly plagues (most notably
Black Death in 14th century). After 17th century, public hygiene and cleanliness returned to
Europe which brought the need for creation of many new cleaning products.
One of the first instances of industrially made cleaning detergent happened during First World
War, when Germany economy was strained and left without easy access to soap. In 1930s,
commercially available routes for creating fatty alcohols brought the rise of several detergent
brands intended for industrial use (German BASF, DEFT and Procter and Gamble from United

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States with their famous "Tide" brand). After the end of Second World War many American war
effort factories were converted for civilian use, and one of the most widely available products
was tetra propylene, which was used in creation of home detergents.
By 1950s, soap was almost completely displaced as a means of cleaning clothes in developed
countries. One of the most popular detergents of that time were alkyl benzene suffocates, but its
inability to be biodegradable forced the manufactures to create Linear alkyl benzene suffocates,
which were much more degradable. Since then industry of detergents started to grow
exponentially, introducing many new ways of washing and reaching all four corners of the
world.
Here are some of the most notable detergent related inventions in the last 60 years:
1950s - Creation of automatic dishwasher powders, fabric softeners
1960s - Prewash stain removers, enzyme presoaks
1970s - Multifunctional products (detergent + softener), liquid soaps
1980s - Detergents with support for cold water washing, concentrated washing powders
1990s - Aromatic gels, ultra fabric softeners, super concentrated powders and liquid detergents
2000s - Biodegradable and green friendly products, water conservation washing machines,
laundry detergent "all in one" tablets

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1.3. Detergent Powder Formula
Let’s come to know how to make detergent powder. By this blog you can start your own
business of detergent powder.
Please have a look of formula of Detergent Powder.
Detergent powder making Formula / Recipes
300 Gm Guar Gum Powder
535 Gm Edta - Ethylenediaminetetraacetic acid
16.250. Gm Labsa
10 kg Water
1.650.Gm Sodium Perborate monohydrate
4.300 Gm Carboxyl Methyl Cellulose
430. Gm Costic Soda
75. Gm Cbx
90. Kg Soda
105 .Kg Salt
4.300. Gm Stain remover
430. Gm fragrance
2.250. Gm speckles

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1.3.1. Recipe
Blend no .1:- Mix the Sodium carbonate and sodium choroid for 5 minute with machine speed 35
RPM.
Then Add EDTA dye sodium for 1 minute with machine speed 45 RPM. Then mix all the
ingredients with Sodium Perboret monohydrate, Carboxyl Methyl Cellulose Costic Soda.
Blend no .2:- Mix the Labsa (Acid slurry) and Hot water for 15 minute with 10 RPM Speed.
After 15 minute this ingredients will be thick. To remove color of labsa (LINEAR
ALKYLBENZENE SULFONIC ACID ) add Cbx.
Then mix the blend no. 1 and blend no. 2.And keep in blender machine till 5 min with 35 RPM
machine. After blending these materials add stain remover and speckle.
After 30 minute just spread fragrance whatever you want.
Then put this material in dryer machine. Keep it in 60 Degree till 10 minute. And powder is
ready to sale. You can pack in different packing.

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1.4. Important of the study
Knowledge and learning become perfect when it is associated with theory and practice.
Theoretical knowledge gets its perfection with practical application. As our educational system
predominantly text based, inclusion of practical orientation program, as an academic component
is as exception to the norm. This Internship Report is an important partial requirement of BBA
program. As the parties; educational institution and the organization substantially benefit from
such a program, it seems a “win-win situation”. That is why practical orientation is a positive
development in professional area. Recognizing the importance of practical experience, Green
University of Bangladesh has introduced a three months practical exposure as a part of the
curriculum of BBA program. In such state of affairs the present aiming at analyzing the
experience of practical orientation related to an appraisal of the RSPL Health BD Limited.
1.5. Scope of the study
As I am an entry level Employee of the company so my scope was very much limited and
restricted. I had maintained some official formality for the collection of data for my report.

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1.6. Objective of the study
Major objective:
The broad objective of the study is to prepare report on Detergent Industry in Bangladesh
Specific objective:
To gather knowledge about the function of Detergent Industry in Bangladesh
To identify the different Detergent Company Marketing Practice.
To identify the problem of RSPL Health BD Limited.
To recommend suggestions for the Management
1.7. Methodology
The study requires a systematic procedure from selection of the topic to preparation of the final
report. To perform the study, the data sources were to be identified and collected, to be
classified, analyzed, interpreted and presented in a systematic manner and key points were to be
found out. The overall process of methodology has been given as below.

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1.8. Research Design
This is an “Exploratory Research”, which briefly reveals the overall activities of RSPL Health
BD Limited and also analyzes the Detergent Industry in Bangladesh. Both primary and
secondary data have been collected to conduct this report. I have gathered primary data by
personal interview of the Executives of RSPL Health BD Limited. Mainly I discussed with them
verbally. I collected information from them and the report, journals, brochures, manuals and
several books on Housing to prepare this report. Some of the information’s are collected from
articles, and others are collected from the books as well as the information provided by the
website. In short, the sources of data outlined below
Sources of Data
There are two types of data:
a) Primary Data
b) Secondary Data
Data Collection Procedure
Primary Data
Face to face conversation with the Officers.
Secondary Data
Information was mainly taken from Intranet.
Official records of RSPL Health BD Limited.

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1.9. Limitation of the Report
Although, I have worked at Sales & Marketing, I obtained whole-hearted co-operation from
employees of RSPL health BD ltd. Area Manager of RSPL Heath BD Ltd. And HRD in Head
Office. All the day, they were so busy, but they gave me much time to make this report properly.
But they were not able to give me many documents that I would require, on the way of my study;
I have faced the following problems that may be terms as the limitation of the study.
1.9.1. Limitation of time
The first obstruct is time itself. Due to the time limit (Twelve Weeks), the scope and dimension
of the report has been curtailed. I could not spend sufficient time for my report because the time
limit given for submitting the report was very short.
1.9.2. Data insufficiency
Since all the officers were very much busy, they were not always able to provide me much time,
I received co-operation from the officials. Since RSPL is a one of the oldest multinational
company of the world. But it is new in Bangladesh. There is not enough data to analyze the
proper growth according to market economy. Moreover, all strategic information is not possible
to collect.
1.9.3. Lack of records
Insufficient books, publications, Facts and figures narrowed the scope of accurate analyses
1.9.4. Fear of disclosure
Another limitation of this report is RSPL health BD`s policy is not disclosing some data and
information for obvious reasons, which could be very much useful.
As a Lower Level Employee it was not possible for me to collect all the necessary secret
information
I had to complete this report within a very short span of time (Twelve Weeks) that was not
sufficient for investigation.
Because of the limitation of information, some assumptions were made. My perception about
some observation may not be correct.

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Chapter 2
Detergent and Soap
Industry of Bangladesh

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2. Detergent and Soap Industry of
Bangladesh
Bangladesh has a detergent market of about 8.8 billion taka of which Unilever occupies a share
of 48% making it the market leader. The major competitor brands in the detergent market for
RIN are Keya, Chaka and Jet, Surf Excel. To fight this steep competition the above mentioned
companies constantly run consumer promotion in hope to sell more than the respective
competitors. Although this strategy worked well at first but with the passage of time, the intense
consumer promotions have done little to prevent Unilever from loosing shares to its competitors.
In 2004, Wheel (which is now RIN), Unilever’s largest detergent brand ran about nine consumer
promotions where as in 2005 it ran no consumer promotions at all. Consumer promotion over all
is a very expensive affair. Unilever has the largest brands of detergent and so the cost of
providing a consumer promotion offers is also large by the same proportion. Besides the
competitor brands are known to involve in some unfair practices. They pay a very low wage rate
to their labors so overhead costs are low, they under invoice their imported raw materials so that
they can evade import taxes and other duties, so they save a lot of money in the process. They
can then utilize this money for consumer promotion and other competitive activities that can earn
them a higher share of the market. Therefore it is imperative that consumer promotions and other
dependant elements have to be studied, to make sure that if a consumer promotion activity is
implemented it is a highly effective one. This way, precious monetary resources have the
minimum chances of being wasted. To understand the competition in the detergent market...
About the detergent market of Bangladesh are discusses in below
2.1. WHEEL, RIN and Surf Excel
Uniliver is world famous brand. Uniliver operate their operation in Bangladesh also. Uniliver are
the main consumer product producer. Most of the product of Uniliver are famous in Bangladesh.
Most of the market share is capture by Uniliver product. Uniliver has product in Soup and
Detergent industry also. LUX is world famous soup Brand and Uniliver are produce LUX.
Uniliver produce two different types of Detergent one is WHEEL lemon Power and another is
RIN POWER WHITE. WHEEL lemon power is old brand in Bangladesh. Bangladeshi
consumer is known about WHEEL then other detergent powder. Wheel is an offering to millions

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of women across Bangladesh, helping to transform a tedious chore like laundry into a delightful
experience that lifts her spirits for the rest of the day.
The brand is available in two formats
Laundry Soap
Detergent Powder
Wheel Laundry Soap provides a high quality clean and also takes care of the skin.
The powder is available in two variants:
1. Wheel Lemon Power: It contains the power of lemon and the fragrance of a thousand flowers.
2. Wheel Lemon and Jasmine: It has the power of lemon and the fragrance of jasmine.
.
The size and price are given bellow
Size Price
1000 Gm 72.00
500 Gm 37.00
200 Gm 22.00
30 Gm 3.00

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Another detergent brand is RIN POWER WHITE.
Our clothes speak for us. Rin Power White plays an integral part in helping us to look good by providing
superior whiteness, giving us the confidence to realize our ambitions
Striking white clean clothes help us make great impressions on the people we meet and also provide us the
confidence to realize our ambitions. Rin Power White understands this need and strives to deliver best
whiteness.
Over the years, Rin Power White has undergone several innovations to meet the changing consumer needs.
The new and improved Rin Power White has the ‘world’s best yellowness removal technology’, that removes
the faded yellowed look from your favorite white shirt. Rin Power White provides a premium laundry
experience at an affordable price.
The size and price are given bellow
Size Price
900 gm 100.00
450 gm 52.00
250 gm 28.00
30 gm 3.00

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Surf Excel
Surf Excel believes that dirt is good; it is an essential part of a child’s development. It’s how
children learn, express their creativity, and even bolster their immune system. Children are so
involved in what they do that without noticing they can get dirty in a matter of minutes.
However, Surf excel realizes that this should not stop them from trying to explore the world
around them.
The all new Surf Excel has the power of lemon, liquid blue and soap bar that helps in removing
multiple stains with just 1 product.
Surf excel is the highest selling premium washing powder in Bangladesh. Over the last twenty
years it has anticipated the changing washing needs of the Bangladeshi homemaker and
constantly upgraded itself.
Surf excel is a champion of unleashing human potential. Consequently, it believes that children
learn best when left to discover things on their own. For any consequential stains there is Surf
excel, which now has the ability to remove multiple stains
The size and price are given bellow
Size Price
500 gm 99 TK
30 gm 4.00

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2.2. JET
2006 Kallol Group of Companies acquires Jet Detergent factory, a brand which is more than 50
years old. Jet concern name TLRA Holdings Ltd is situated in Tongi with fully equipped
machineries from Italy, Ballestra S.P.A Company. This factory produces two types of Detergents
which are premium quality Jet Powder and Kohinoor. The factory was established in 1968 and
production started in 2006. The production process contains two unique processes to produce
Detergent powders. Spray dry process is used to produce Jet and Dry mixing process is used to
produce Kohinoor. The factory produces six SKUs of Jet and three SKUs of Kohinoor.
The size and price are given bellow
Size Price
400 gm 90
220 gm 50
110 gm 25

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2.3. CHAKA
Every day from dawn to dusk we are exposed to different kinds of dirt. But now you don't have to worry any more for fighting long
hours to remove these dirt and harm your clothes using harsh chemicals. So there is no room when it comes to taking care of them.
Because, we have "CHAKA- Dirt Fighter" which is competent of actively fighting against any kind of dirt considering the well being of
your clothes. Chaka is always active in fighting against dirt and keeping your clothes dirt free. So, now you are equipped with Chaka
which is smarter than dirt.
Chaka Washing Powder Chaka Washing Powder promises to keep your clothes clean like new
even after repeated washing. Chaka Washing Powder removes tough dirt and greasy substance
from cloth easily and effectively without causing harm to the fabric.
The size and price are given bellow
Size Price
1000 gm 72.00 TK
500 gm 40.00 TK
250 gm 20.00 TK

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2.4. KEYA
KEYA is a group of company. KEYA produce all products under KEYA cosmetic limited
company. KEYA produce 4 kinds of detergent powder.
KEYA LEMON DETERGENT POWDER
The new formulation of KEYA LEMON DETERGENT POWDER is enhanced with the lemon
dirt in your cloth, but also leaving cloth smelling of lemon well after washing
Ingredients
Sodium LAS, Sodium Carbonate, Calcium, Carbonate, perfume and color
KEYA WHITE PLUS DETERGENT POWDER is another detergent powder under KEYA
cosmetics. With and affordable price, KEYA WHITE PLUS DETERGENT’s advanced
formulation not only makes your clothes whiter and brighter, but also requires less powder then
the ordinary detergents available in the market.
Ingredients

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Sodium LAS, Sodium Carbonate, Zeolite, Tinapol CBS-X, SCMC, Colored Bentonite, Perfume
and aqua
KEYA SUPER EXCEL is a new detergent under KEYA group. KEYA SUPER EXCEL
detergent powder is the highest selling premium washing powder. KEYA SUPER EXCEL has
powerful Stain Expert formulation effectively penetration the layers of fabrics and removes
tough stains.
Ingredients
Sodium LAS, Non-Lonic matter, Sodium Carbonate (Light), Sodium Sulphate, Anhydrous,
Zeolite, CMC, Sodium, Tripoli, Phosphate, Sodium, Silicate (Powder), Optical Brightening
Agent and Perfume

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The size and price are given bellow
Size Price
1000 gm 72.00 TK
500 gm 36 TK
200 gm 20 TK

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2.5. Tibet detergent powder
Tibet detergent powder is one of the old and famous detergent brands of Bangladesh. Tibet
detergent powder is one of the products of Kohinur Chemical Company limited.
New Tibet detergent powder is prepared from non effective extra power whitening and
brightening agents to protect delicate skin and fabrics. Gentle refreshing touch of Jasmine or
lemon fragrance keeps a miracle satisfaction of mind all day long.
Specialties
 Enriched with BSTI certified active detergent
 Balanced free alkali
 Optical brightener
 Water softener
 Balanced chemical
 Lemon jasmine dual fragrance.
 Manufactured in latest and completely automatic machine.
Effectiveness
 Adequate foam helps wash cloth fast
 Softens skin and helps cloth longevity with fabric quality remaining unchanged.
 Keeps clothes as brightened as new ones
 Fortified washing powder due to active detergent ingredients and removes dart and stain from
deep inside the fabric
 Helps keeping cloth color unfaded and glowing
 Active note of lemon or Jasmine flower remains long after washing
 Ensures international quality.

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The size and price are given bellow
Size Price
1000 gm 72
500 gm 38
200 gm 20
Fast wash detergent powder

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2.6. Ghari detergent powder
Ghari Detergent Powder is a new detergent powder in Bangladesh detergent market. In April 27th
2014 Ghari Detergent Powder launch in Bangladesh. Ghari Detergent Powder is leading
detergent brand of India. Ghari Detergent Powder introduce in Bangladesh by RSPL Health BD
limited.
The size and price are given bellow
Size MRP
1000 gm 80.00 Tk.
500 gm 40.00 Tk.
175 gm 15.00 Tk.
30 gm 3.00 Tk.

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Chapter 3
Company Profile

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3. GHARI Detergent powder
GHARI Detergent powder (Bangla: ঘিড় িডটারেজ পাউডার) is manufactured by Rohit
Surfactants Private Limited (RSPL), A Gazipur based 300 crore diversified conglomerate in
Bangladesh. The detergent brand was founded by Muralidhar and Bimal Kumar Gyanchandani
in 1987. When GHARI was launched, market was already dominated by big brands like Surf
Excel and RIN. Over the years since the launch of GHARI detergent powder, till date there have
been introduction of plethora of brands from biggies like Uniliver, Squre, Keya, Tibbat and
many local players. In 1987, a year before Wheel was launched by HUL, without much attention
of media or public, Muralidhar and Bimal Kumar Gyanchandani launched GHARIdetergent
in Kanpur, Uttar Pradesh. In 1988, Muralidhar and Bimal Kumar incorporated Shri Mahadeo
Soap Industries Pvt. Ltd. under which they started manufacturing GHARIdetergent. Eventually,
Shri Mahadeo Soap Industries Pvt. changed its name to Rohit Surfactants Private Limited
(RSPL) in June 2005.
GHARI detergent is a mediocre brand. It is said that GHARI was inspired by Nirma, which was
launched in 1969 and evicted HUL's Surf Excel within four years of its launch to become the
market leader in 1987 having a market share of around 30%. Nirma was at its peak when GHARI
was launched in 1987. In 1988, HUL launched Wheel to take on Nirma which snatched top spot
from Nirma in 2000. GHARI had to compete against to big players Wheel and Nirma since its
launch. At last GHARI had its day. After 25 years of its inception, it took the top spot in
detergent market
Slogan: The slogan of GHARI Detergent Powder is “আেগ ব বহার ক ন পের িব াস ক ন”

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3.1. History of Chari Detergent Powder
In 1987, a year before Wheel was launched by HUL, without much attention of media or public,
Muralidhar and Bimal Kumar Gyanchandani launched Ghari detergent in Kanpur, Uttar Pradesh.
In 1988, Muralidhar and Bimal Kumar incorporated Shri Mahadeo Soap Industries Pvt. Ltd.
under which they started manufacturing Ghari detergent. Eventually, Shri Mahadeo Soap
Industries Pvt. changed its name to Rohit Surfactants Private Limited (RSPL) in June 2005.
Ghari detergent is a mediocre brand. It is said that Ghari was inspired by Nirma, which was
launched in 1969 and evicted HUL's Surfexcel within four years of its launch to become the
market leader in 1987 having a market share of around 30%. Nirma was at its peak when Ghari
was launched in 1987. In 1988, HUL launched Wheel to take on Nirma which snatched top spot
from Nirma in 2000. Ghari had to compete against to big players Wheel and Nirma since its
launch. At last Ghari had its day. After 25 years of its inception, it took the top spot in detergent
market.
3.2. The Profile of RSPL Health BD
Limited
The leading brand “GHARI” and some other brands in the detergent segment were earlier owned
by KTC Private Limited, the marketing company of the group. The company has been merged
with Leayan Overseas Private Limited; another group company engaged in the manufacturing
and marketing of leather shoes under the brand name of “RED CHIEF” and finished leather.
Pursuant to the Scheme of amalgamation becoming effective, the name of the company has been
changed to “GHARI Industries Private Limited”. The activities of the merged entity are now
broadly into two segments, the marketing and trading of GHARI detergent cake/detergent
powder and manufacturing and marketing of leather shoes and finished leather.
Rohit Surfactants Private Limited -Company does the manufacturing and trading of detergents,
toilet soaps and other FMCG products. Poonam Developers & Infrastructure India Private

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Limited -This Company is involved in the business of construction and real estate. Calcutta
Detergents Private Limited -This Company does activities of manufacturing and trading of
detergents. All the Companies are under the supervision and control of the same management,
thereby making its recognition as the “GHARI GROUP”.
Bangladesh Corporate office Nikunjo, Khilkhet, Airport, Dhaka
Country Director: Motin Rahman
Marketing Manager: Mr. Raqibul Matin
Total Employee: 600 (Approximate)
Industry: Gazipur Industrial Area
Manufacturing capacity: 500 ton per month (Approximate)
3.3. Group Vision & Outlook
GHARI group has diversified into other businesses with firm foot in leather, wind energy,
construction, and toilet soap. With a view to backward integration of raw materials (Alpha olefin
suffocates, optical brightener and integrated packaging unit for captive consumption) the group
has allocated $8000000 for this purpose and has managed its funding with its internal accruals
and borrowing from financial institution. $5600000 (approx) has already been invested.
The group with its commitment to quality control to utmost level has setup a fleet of tankers and
trailers to stop adulteration and to manage its logistics more efficiently and cost effectively.

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To avoid double taxation and transport cost group has established their production units and
depots in different locations across the country.
3.4. Soap and detergent division
We have a very strong market presence in major parts of Bangladesh; however some parts had
been left untouched hitherto. Steps are being taken to strengthen and increase our already strong
dealer network of 250 dealers, so that we are able to penetrate those markets where we have little
or no presence. By the next two to three years, we hope to have a significant share of the
Bangladesh Detergent market. Initiatives are being taken to set up modernized units in order to
meet the growing consumer demand for our products and fulfill the age-old adage of ‘value for
money’.
Last but not the least; it is the dedicated and loyal workforce of the group which has helped the
GHARI group to reach such a leading market position. We try to create a work environment
which is employee friendly & soothing. This approach has been of great value in the retention of
our employees, and is evident from a very low employee turnover rate of less than 1%.
The ultimate destination of the group is healthy industrial and economic growth and to honor its
commitments towards the nation & society.
Product Profile
GHARI Detergent Powder

28. 28 Size MRP
1000 gm 80.00 Tk.
500 gm 40.00 Tk.
175 gm 15.00 Tk.
30 gm 3.00 Tk.

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3.5. Leather Division
Red Chief is one of the leading footwear brands in India, manufacturing high quality genuine
leather footwear at unbeatable price.
Quality Policy
We trust in the ideology of "Value for Money". It has been our guiding principle to deliver high
quality shoes at affordable prices, which is unmatchable by any of our competitors.
Each of our products incorporates the highest standards of quality achieved through stringent
quality control by adopting latest technologies, rigorous testing of raw materials, continuous on-
process monitoring , battery of post assembly checks and commitment of our employees to
achieve quality standards. Our products meet all relevant international standards and regulations.
An urge to give even better product to the customer keeps us engaged with constant quality up-
gradation. Experimenting with new ideas in technology and design, an in-house research and
development cell equipped with the most advanced tools ensures a constant flow of new ideas
and breakthroughs.
Philosophy
Our company's corporate philosophy can be expressed in one sentiment "Customer Delight"- by
providing products of the highest quality within an economical and affordable price range. Total
consumer satisfaction is the most important component we pack into all our products and
absolute consumer confidence is our biggest reward.
Perfection is a never ending pursuit for us. With quality as the hallmark, it is our sincere
endeavor that each product that comes through our state-of-art production line should truly act as
the ambassador of goodwill, with the consumers-reinforcing their conviction in Red Chief.

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Social Commitment
The company displays high level of social commitment by active participation in social welfare
activities. All packing material used for packing footwear and finished leather is recyclable and
environment friendly. The tannery at GHARI Industries Pvt.; Ltd has one of the modern water
treatment plants to treat effluent water and has high safety standards for workers.
Infrastructure
With the most advanced manufacturing facilities spread over 6000 sq. mtrs, Red Chief has been
consistently meeting the requirement of its customers.
Red Chief has state - of - the art production facilities to manufacture 2000 pairs of shoes per day.
The complete vertically integrated infrastructure, all under one roof gives us the huge edge. The
complete in house manufacturing capabilities include upper stitching and injection mounding
machines. If required production capacity can be increased up to 3000 pairs a day.
The facilities are fully networked for the smooth flow in the assembly line. The emphasis on
quality is not compromised at any level and under any circumstances. To ensure this, rigorous
controls and checks have been implemented in every stage right from the acquisition of raw
material to the finished products. The company keeps abreast with the latest shoe manufacturing
technology. Many machines in the footwear and Leather Division are imported from countries
like Italy, Germany, Czech Republic and some other European Countries.
Advertisement Campaign
Since 1997 'Red Chief' has come and long way and has established itself as a major brand in the
Indian footwear market manufacturing designer shoes, formal shoes, casualshoes, boots, etc.,
with the brand proposition 'naturally its leather'. A lot of effort and hard work has been put into
the brand since that time besides consistency in the product quality; high quality advertisement
has also helped the brand promotion.
The main media in use for advertisement of Red Chief are newspapers and magazines. Besides
this, intensive outdoor advertisements like billboards, poster panels, side hoardings, vehicle
wraps and also walls capes are used as a medium of advertisement.
All the outdoor venues for advertisement and carefully picked to maximize the effect of the ad
on the potential customers. Besides this at Red Chief we also give a lot of importance to in-store
advertising, the retailers are provided with a lot of promotional advertisement stuff, like

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hangings, posters, display racks, electric boarding and also stationary with Red Chief printed on
it. Frequent television advertisements also support the main media.
3.6. Organizational Chart
Board of Directors
Shri Murli Dhar Chairman & Managing Director
Shri Bimal Kumar Managing Director
Shri Manoj Gyanchandani Director
Shri Rahul Gyanchandani Director
Shri Rohit Gyanchandani Director
Shri Bansi Lal Director
Shri Tara Chand Director
Dr. R.P. Singh Director
Mr. Raqibul Matin Head of Marketing
3.7. Financial Report
GHARI Detergents brand is one of the fastest growing in the FMCG market. The RSPL Limited
Group, inspire of competition, is making great strides in the Indian Detergent Industry and is
currently ranked as largest brand in its category with more than 16% market share and is striving
to better its position by constant endeavor. A family business which started around 1970 for
manufacturing and marketing of oil soap with a turnover of a couple of Lac turned into a
corporate in the year 1988 by entering in manufacture of Detergents

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With the passage of time, by adopting latest technology and using premium quality raw material,
it developed a product under the brand name ‘GHARI’ to the liking of the masses. The Company
then diversified into the dish wash bar segment and launched “XPERT”. Further to the success,
the company entered into toilet soap segment and launched toilet soap under the brand name
“VENUS”, which is available in various variants.
RSPL Limited has achieved a turnover of more than Rupees 1940 Crores during 2009-10 from a
mere turnover of Rupees 1.39 Crores in the year 1988-89 with an average growth rate of 15 to
20%.
3.8. Promotional Partner of RSPL
India’s one of the leading corporate conglomerates, Rohit Surfactants Private Limited (RSPL)
has appointed Top of Mind as AOR agency for its corporate affairs in Bangladesh.
The signing ceremony was held at the RSPL Country headquarter in Nikunja area of Khilkhet,
Dhaka recently.
Chief Executive Officer (CEO) of Top of Mind, Mr. Ziauddin Adil and Head of Marketing of
RSPL Health Bangladesh Limited, Mr. Raqibul Matin signed the agreement in favor of the
respective parties.
Sayeda Umme Salma, Media Director, Top of Mind; Sajid Iqbal, Marketing Manager, RSPL
Health Bangladesh Limited and other high ups of both the organizations were also present there.
Under the agreement, Top of Mind will provide all media solutions to RSPL. The corporate
conglomerate is looking forward to introduce its detergent brand GHARI Detergent and other
leading brands in Bangladesh market.
Top of Mind is Bangladesh’s leading AOR agency, providing AOR services to brands like
Banglalink, OLX, Marico, BRAC Bank, Micromax, QUBEE etc.
GHARI detergent is India’s number one detergent product and RSPL is one of the fastest
growing corporate conglomerates. The detergent brand was launched during 1987 and it took for

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nearly 25 years to become India’s top detergent brand. During 2012, the detergent brand had a
17.4% share compared with Wheel’s 16.9%.
Paper and Bill board advertisement of RSPL Health BD ltd

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Branding of RSPL Health BD Limited
Transformational Change
FOUR ELEMENTS OFTRANSFORMATIONAL LEADERSHIP Individualized Consideration
Intellectual Stimulation Inspirational Motivation Idealized Influence
Transformational Leadership
Develop a challenging and attractive vision, together with the employees. Tie the vision to a
strategy for its achievement. Develop the vision, specify and translate it to actions. Express
confidence, decisiveness and optimism about the vision and its implementation. Realize the
vision through small planned steps and small successes in the path for its full implementation
GHARI the Brand is a perfect example of how you don’t always need big celebrity endorsements
to build a brand. It’s really interesting to see how GHARI Detergent, a India based brand with
low advertising and promotional activities managed to defeat brands such as Tide, wheel, RIN,
Surf Excel etc.
Evolution is Constant
The Brief the one line brief was to give the GHARI Brand a total makeover. There was no clear
vision as to how much or how little the brand should change.
Understanding Strategies
GHARI targets housewives in small town and villages, who are extremely, value conscious
buyers and willing to switch brands. The only USP is the Value for Money proposition. Hence
the brand must remain approachable for the consumers.
More so because it’s a brand for the lower SECs, who might not welcome their brand going for a
complete, relook, overnight. Also in the market in which it operates there is also the risk of the
new brand look being thought as counterfeit?

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Select a profitable and force concentration
In military terminology Force concentration is the practice of concentrating a military force, so
as to bring to bear such overwhelming force against apportion of an enemy force that the
disparity between the two forces alone acts as a force multiplier, in favor of the concentrated
forces. GHARI also realized that it cannot beat Giants like Wheel and Surf Excel due to their
financial muscle. GHARI also implemented extensive dealer network
Know your consumer and reason to people consume your product
GHARI focused on housewives in small town and villages which are extremely value conscious
buyer and willing to switch brands. GHARI realized that the only differentiating factor it can
offer is the value of money. To offer value for money GHARI management settles the net profit
margin of 9% against the industry standard of 12 to 13% for the premium brands. What may
work in GHARI`s favor is the higher profit margin of 9% the company offers its dealers; rivals
seldom offer better than 6% or 7%
Innovation is the key
GHARI launched detergent in cheaper price. They preferred Rural marketing with only 35 crores
of budget allotted to Marketing and promotional activities. GHARI detergent goes to train.
In addition, Rohit Surfactants promotes GHARI at roadside shows, magic shows and exhibitions
in smaller towns and cities. Customers are unlikely to see other brands at these places — an
innovative idea to break the clutter. The magic shows have given GHARI good visibility in cities
like Gagipur, Jassore, Kustia, Munsigong and Rajshshi. About10 company-owned vehicles are
used for out-of-home advertising. Of late, the company has taken some tentative steps towards
the popular media.
The Design Solution
First and foremost the Brand Logo was tweaked. A bevel effect was rendered to it along with a
modern look. The Font and Colors were retained. However the black color was eliminated to
simplify the logo. The fact that GHARI is a detergent brand was reinforced by bringing the
words ‘Detergent Powder’ close to the logo and giving it the logo colors thus forming a tight
lockup.

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Challenge
The biggest challenge was to revamp the packaging of GHARI detergent and yet retain most of
the existing design elements. When you are dealing with such huge volumes they can’t take the
risk of changing the brand completely overnight and lose out on the loyalists. It’s the only pack
among the top selling detergents in India which has a predominantly white pack. Most
competitors are either Blue or Yellow. Research showed that the housewives recognized the
Brand by the White and Blue packaging. WOW! Design believed that GHARIshould leverage
this unique property.
The Price Game
P&G, Uniliver decided to cut price for competitor GHARI. P&G decided to cut prices of Tide,
its detergent brands. Within two days, Wheel followed suit and cut prices for Surf Excel. This
sudden cut in prices shocked the industry. P&Gs decision to cut prices and Uniliver`s decision to
follow it, hit Uniliver s get some benefit but GHARI remains unbeatable.
Driving Force
The driving force at RSPL Limited is to understand profound changes in product technology and
consumer needs to make their brands the way consumer desires them to be. They believe that the
only constant in history of mankind is evolution and so should it is our endeavor to give superior
brand experience and most superior value for consumer’s money. Our undeterred pursuit for
evolution has led the company to progress on the path of value during our growth.
The Result
The outcome was a new refreshed look for the Brand, yet not losing out on the familiarity in the
minds of the consumer. A perfect example of where ‘Less is more’.
Future Extension
The company has set up a unit in Gazipur for the manufacturing of personal and home care
products like Shampoo, Hair oil, Toothpaste, Moisturizer, Shaving Cream, Liquid Hand Wash,
Floor Cleaner, Liquid Detergent and Toilet Cleaner.. Installed capacity of unit will be 123 MT
per day for all the products taken together.

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Chapter 4
Job Responsibility for
RSPL Health BD
Limited

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4. Job Responsibility for the RSPL Health
BD limited
4.1. Description of The Job
In RSPL Health BD limited I have worked as a Sells Representative. As a product oriented company
the major responsibilities were to visit the Shop physically and take the order for product. I have
done some other works too. In the following there is a short description of my work.
4.2. Responsibility
I am assign in RSPL as a Sells Representative, My main duty is conduct with various
shopkeeper, talk with shopkeeper about our detergent. Collects order from shopkeepers and Send
the order to my dealers point.
4.3. Maintain Database
After visiting of our clients/ Shopkeepers when I came to the office, I have putted
all the information to our office database for future work. This database was
always updated by me. From this database I have called the Shopkeepers Name,
Shop Name, Size of Order, Day of Visiting, Phone Number of Shopkeepers and so
no. This will help to keep record of our clients.
4.4. Managing Shopkeepers
Understanding a client/ Shopkeepers about a new produce is so critical. There are
most of the shopkeeper are not well educated. I have done a massive work for
those who don`t know more about our new produce which is Ghari Detergent
Powder. This direct marketing helped me because I have closely monitored the
client`s behavior and their demand. So understanding client`s psychology is an
achievement for me

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Chapter 5:
SWOT analysis of the company

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5. SWOT Analysis
A tool that identifies the strengths, weaknesses, opportunities and threats of an organization.
Specifically, SWOT is a basic, straightforward model that assesses what an organization can and
cannot do as well as its potential opportunities and threats. The method of SWOT analysis is to take
the information from an environmental analysis and separate it into internal (strengths and
weaknesses) and external issues (opportunities and threats). Once this is completed, SWOT analysis
determines what may assist the firm in accomplishing its objectives, and what obstacles must be
overcome or minimized to achieve desired results.
5.1. Strength
1. Brand image of GHARI detergent & cake.
2. Covering 18 states.
3. Leading company.
4. Turn over 17000 crore pa.
5.2. Weakness
1. Not flexible policy.
2. Low advertisement.
3. Low promotion of new product.
4. High consumption and less production.
5.3. Opportunity
1. They have to cover rest of the state uncovered.
2. Brand expansion
3. Govt. policy is accordingly

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Threats
1. Competition with other product as Wheel.
2. Low rate of production.
3. Rate increasing of rough material.
4. Fewer margins for distributor.

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Chapter 6
Recommendation & Conclusion

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Recommendation & Conclusion
As for as the entire project is concern GHARI has got a very good brand image into the market.
In detergent section detergent and cake had captured the major section of the market. GHARI
group has a very good market image it need to pay a little more attention to penetrate the new
market segment like in the bath Soap and Dish wash bar segment. GHARI group has a very good
market image it needs to promote other products under the brand name of GHARI group because
the GHARI users are loyal to the company. People hesitate to purchase a new product. It will
help them to purchase a known brand.
I was assigned in the detergent sector in Bangladesh. Three months are short to understand every
aspect of a company and overall market condition of this sector. Actually it needs more time to
determine the overall market size, conditions, opportunity, and business activities of the
company. Though, within the short time, I have tried to show the overall scenario of real estate
sector and its marketing activities and actual market image of different company through direct
interviews from different customers based on marketing activities of RSPL Health BD Ltd.
And finally, I have tried my best to analyze the company’s market image and position on the
basis of my surveys results. So from my own experience I may suggest the following
recommendations for sound and success market operation of the company:
The company management response to the market must be efficient and active. The company
should recruit experienced and active people should be appointed in the marketing division.
Product Price should be moderate and adjusted with the competitors’ price. The company
executives should be more caring to the customer’s speeches and opinions. The company should
establish sound and effective communication channels with internal customer through electronic
mail. Decentralized authority to prompt communication and decision. More details on website
needed for the convenient of the customers. Company should give more advertisement in
different media like Radio, TV, Newspaper, Billboard and Magazine. The company must
increase the promotional activity. Establish incentives for frequent and repaid feedback on
performance. Use appropriate technology to help jobs easier, more productive, less redundant &
repetitive.
Finally RSPL Health BD Ltd. has the opportunity to increase its market share as its market
image regarding the above survey found.

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References
1. www.gharidetergent.com
2. www.redchip.com
3. www.wikipidea.com
4. www.uniliver.com
5. www.keya.com
6. www.studymode.com
7. www.yahooanswer.com