Product details

This case focuses on the fierce competition among the major players in the fairness segment of the personal care market. The case explores the rivalry of the three major players, HLL (Fair & Lovely), CavinKare Ltd (Fairever), and Godrej (FairGlow). The case also highlights the fact that the fairness formula was no longer restricted to creams, but had extended to soaps and talcum powders also. The case is intended for MBA/PGDBM level students as part of the Marketing elective curriculum. From the case, students are expected to understand the fairness products market. Students should also be able to identify the key drivers and trends in the market. At the end of the discussion, students are expected to analyse the market and devise strategies for the different players in the market to counter competition from the new entrants and the direct selling companies.