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Rin

Clothes talk for us. Rin plays an integral part in enabling us to look good
by providing demonstrably superior whites, giving us the confidence to realize
our ambitions
Clean white clothes play a critical role in our lives by creating a good
impression and being recognized by society. Sparkling white clothes not only
help us form great impressions on the people we meet but also provide us
confidence to realize our ambitions. Rin understands this need and strives to
deliver best in class whiteness through continuous innovation and product
improvements.
Rin was launched in India as a bar in 1969 with the iconic lightning
mnemonic. Over the years, the brand has grown to become synonymous with
sparking white clothes for its consumers.
Rin detergent powder was launched in 1994. This was the first product
extension from the iconic brand that stood for whiteness in laundry.
In 2007, the brand was extended to include bleach in its portfolio. Bleach
being another whiteness solution for numerous Indian households was a
logical extension for the brand.
Rin also added Rin Matic, a specialist washing machine powder to its
portfolio, based on the insight that ordinary powders do not deliver performance
under machine wash conditions, thus leading to an unsatisfied consumer need.
In 2012, Rin Perfect Shine, a liquid blue was launched. It is yet another
category extension from a brand that promises to deliver sparkling white clothes
through its various products.

The 'Rin' brand today is trusted by millions of households across the country
through its various product offerings, and continues to grow and gain the love
and confidence of the Indian consumer.
Market
The fabric wash market in India is estimated to be worth approximately
Rs. 55 billion with a volume turnover of 2.6 million tons. The market is
primarily segmented on the basis of product forms and price. The different
product forms are powders, bars and laundry soaps.

History
Rin was launched in a bar form in a test market in 1969 and extended
nationally in 1970. It was launched as the first detergent bar at a time and in a
scenario where there were stringent rules imposed on the organised sector
manufacturing laundry soaps. It was also realised at that time that powders
would never completely replace laundry soaps.
Initially, the brand was positioned as - 'Rin is not a soap, it is a totally
new idea for washing clothes'. The benefits clearly outlined that the bar had
concentrated cleaning power hence washed 50% more clothes. Moreover, it
washed whiter than any other bar.

The memorable baseline 'Whiteness strikes with Rin' was introduced and
a strong brand property - the mnemonic of the lightning flash was developed.
Once the detergent bar category was created and the consumers made
aware of the functional superiority of Rin bar, the subsequent task then was to
build emotional equity for the Rin brand. To meet this objective, Rin was
positioned as the only way to get superlative whites. Based on the powerful
consumer insight of 'human envy' the creative execution of 'white - off-white
crossover' was developed. The idea being that 'with Rin you get striking whites
that others can't help but envy'. This route was hugely successful in establishing
a superior brand image in the consumer's mind.
In the late 1980s, Rin faced its first real competition with the launch of
low-price discount detergent bars. At prices 60% lower than Rin, they were
positioned as a low sog product. They adopted a challenging note in their
communication and took on the perceived negatives of Rin bar. To counter their
threat, the power and economy of Rin was emphasised. Its communication now
boldly stated that 'just a little of Rin' achieves superlative whiteness. The
advertising campaign 'Zara sa Rin' went on to become a
brand anthem.
The early 1990s also saw Rin successfully battling powder concentrate
brands attempting a foray into detergent bars. Rapid improvements were made
to ensure formulation superiority and Rin bar was re-launched as the Rin
Supreme bar in 1995. Positioned on 'less sog and more whiteness' it reinforced
itself as the detergent bar that washes whiter than any other detergent bar in the
market.
To take advantage of the existing gap in the segment between premium
powders and mass-market powders - a powder variant - Rin Shakti powder was

launched in 1995. Priced at Rs. 25 per kg, it plugged the then wide price gap
between premium powders - average price Rs. 50 per kg - and mass-market
powders - average price Rs. 14 per kg. It capitalised on the brand equity that
Rin enjoyed amongst consumers and was strategically positioned on superior
whiteness as compared to ordinary brands.

This is further sub-divided on the basis of price into concentrates (in the
case of powders), premium, mass-premium/mid-price and mass-market.
Fabric cleaning is a well-developed category in India with a penetration
of 99% for laundry products and a per capita consumption of 2.65 kgs per
annum. Detergent powder penetration is 86% while penetration of detergent
bars is 64%. Laundry soap has a much lower penetration at 33% and is
restricted to select geographies. West and South are detergent bar markets while
North and East have a higher proportion of laundry soap users. Most consumers
use more than one product - a combination of detergent powders and bars are
the most prevalent - with about 82% preferring this usage pattern.
The wash frequency per week in India is 6.9 and the incidence of any
product usage is almost 97%. Recent trends show an increase in the usage of
detergent powders and a decline in the usage of laundry soaps. This is a clear
indication that the detergent market in India is maturing and that consumers are
moving up the price ladder.(Source for all market data: Internal Panel Data)

Achievements
Rin was the face of detergent bars in India. For nearly twenty years, from
1969 to 1989, it reigned the market, with a 40% market share. With superlative
performance to back it, Rin was synonymous with whiteness.
Rin has shown substantial growth over the years. In fact, its three variants
- Rin (Shakti) Powder, Rin Shakti bar and Rin Supreme bar, put together, make
it amongst the largest brands in the Hindustan Lever portfolio.
Rin also enjoys the status of being the Most Trusted Detergent Brand in the
country (Source: Brand Equity Survey 2003 on India's Most Trusted Brands).

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