Vim liquid is a dish washing brand launched by Hindustan Lever in 1993. It has since grown to become the market leader with 60% share of the Rs. 400 crore branded dish wash market through innovations like a 'Stain Cutter' formulation. HLL plans to grow Vim's turnover to Rs. 260 crore in 2022 by focusing on the flagship Vim Bar brand, which accounts for over three-fourths of sales. Vim liquid has slower growth as it targets urban areas with over 10 lakh population. The overall dish wash market size is estimated at Rs. 1,000 crore.