Ujala’s violet strategy!! A change from Blue to Violet.

Today’s customers are becoming more conscious about the brands they use and the value they get from it. They take more care in maintaining their cloths. The cleanliness of the cloths is considered to be the main factor which gives image to the individuals and it also shows the ability of the home makers. Even majority of the detergent and washing soap advertisements emphasized upon whiteness
and shows ‘shining’ white clothes as a symbol for a good personality.

The concept of “Blue” in India is very popular that people believed the pigment in the blue powder which makes the cloths whiter and brighter. Reckitt and coleman was the first organized player in the sector despite there are large number of unorganized players in the market. They introduced Robin blue powder which is very lower in prices and possessed a good market share in this sector. This brand “Robin” becomes much famous that the blue was considered to be the synonym for Robin. Since there are no significant threat R&C had never took any marketing effort to enhance the performance of the brand.

Then Jyothi laboratories came with the pioneer idea of whitener which was a violet colored liquid that dissolved easily in water. They decided to introduce under the brand name” Ujala”. The man with the strategic thinking for this brand is Mr. MP Ramchandran. This was the first innovative product in the fabric whitener segment which gives more advantages when compared to other powder blue competitors. The high performance characteristics of the product made the company, register a growth of 50% and grabbed a 25% of the market share in the Rs 25 billion organized fabric whitener market of India.

Strategies used:
Concentration upon the rural markets for its innovative fabric whitener liquid and they made a huge distribution network in the country. Robin lacks in this regard since it is from a foreign company which doesn’t focused upon the rural markets.

Ujala’s Focus on Direct marketing: The company got the required information and the feedback from its staffs who make direct marketing with the customers of the product, helps customers to get more and more customized product.

Innovative radio advertising which had a localized touch in it. This makes path to the word of mouth advertising for the company which made it a huge success and consequently led to the dominance of “Violet” which invaded “the blue”

Advertising agency for Ujala: Situations advertising and marketing services

Other brands of the company:
Maxo – Mosquito repellant
Maya – Incense stick
Jeeva – Soap
Exo – Dish wash bar