A thread on how P&G cracked the Indian detergent market.
P&G's detergent brand Tide has been a market leader in the US for many decades. However, when P&G launched Tide in India in 2000 it failed abysmally. Tide could capture just 0.7% of the market after 3 years of its launch.
P&G's detergent brand Tide has been a market leader in the US for many decades. However, when P&G launched Tide in India in 2000 it failed abysmally. Tide could capture just 0.7% of the market after 3 years of its launch.
So the executives were compelled to conduct market research on the Indian detergent market. And they were taken aback by the results.
The research showed about 80% of consumers in India washed their clothes by hand. On the other hand, most people in the US use washing machines so it didn't really matter how the detergent affects your skin.
But here in India, the average consumer was forced into choosing a detergent that was either gentle on the skin yet ineffective, or one that was effective yet harsh. Moreover, the company had been making the mistake of only connecting with the premium consumers all this while.
So P&G decided to double down on a product that solely catered to the Indian consumer. And so in 2009, the team came up with Tide Naturals - a detergent that was potent yet gentle on the skin, and priced 30% less than other harsher detergents.
And within just 2 years of launch, Tide had gained a whopping 13.5% market share in India.
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