Godrej: A fine market follower!!

Even though science says that the outer skin color cannot be changed by applying the fair creams externally, Indians have a perception that fairness is the real beauty and it can be achieved easily. Even I have tried “Fair and Handsome”. But regrettably it failed.


Theodore Levitt, in his article” Innovative Imitation” argued that the strategy of the product imitation is lucrative as that of the product innovation. Godrej made the right way through it.
With the FMCG major HLL’s” Fair& lovely” and Cavin kare’s “Fair Ever” holding a majority of the market share and they are in a severe competition to grab a dominant position in the Indian fairness cream market. Cavin kare was considered to be a prominent player because “Fair ever” was launched with the USP of ‘a fairness cream with saffron’ and the brand associated itself with the herbal characteristics.
In this circumstance Godrej created a new product category, fairness soaps by launching its FairGlow Fairness Soap. It was positioned as twin advantage soap, a clean fresh bath and the added benefit of fairness. Then Godrej had decided to furnish direct competition against the major player by extending its brand by launching “FairGlow fairness cream”.

Strategy used by Godrej:

Godrej launched the website fairglow.com and involved in the online promotional campaign called “FairGlow face of the fortnight” where a winner is selected and awarded with prizes.
The company also launched the ‘FairGlow Express,’ the first branded local train in India partnering with the western railways. The FairGlow cream was also launched in a affordable sachet.
The market leader HLL later launched Lux Skincare soap, positioned on the sunscreen stand followed the market follower Godrej to make its presence in the new product category.