Product details

On August 20th 2019, Hindustan Unilever Limited (HUL) had expanded its fabric care range with the introduction of Love & Care fabric wash solution. This new launch was part of HUL's existing 'premiumisation' strategy in India's laundry segment. This fabric care range was targeted towards the rising affluent classes in India and the growth in fashion retail. The products under this brand would take care of occasional wear fabrics like silks, chiffons, woollens and fine cottons, with detailed embroidery work. It was launched at Lakme Fashion Week Winter/Festive 2019 and famous fashion designer, Manish Malhotra, was roped in as the brand ambassador of Love & Care. The brand was introduced in top 30 Indian cities and would be available on e-Commerce platforms and also in modern retail outlets. However, one of the major challenges for these premium fabric care products from HUL was that the Indian women were quite reluctant about washing high-end clothes at home and they usually sent these clothes for dry cleaning. Moreover, since these clothes were worn occasionally in a year, it was highly unlikely that consumers would purchase these three variants of Love & Care to take care of these clothes. Given this scenario, would it be possible for HUL to convince the customers to use its Love & Care product range for washing high-end clothes and take its business to new heights?