Diva redefines the face of laundry in Sri Lanka
Diva is a leading laundry care brand of Hemas Consumer Brands with a rich history of providing superior laundry care solutions to facilitate the laundry needs of Sri Lankan households. Since its launch in 2003, Diva, a truly Sri Lankan brand set itself on a journey to becoming one of the most embraced household brands in Sri Lanka with the focus on providing the best value for money products. Diva continued to expand its product range while providing affordable access to laundry wash solutions. Empowering Sri Lankans with affordable laundry care solutions was at the heart of Diva while the brand soon became the smart choice of housewives. Interestingly, Diva’s flagship products are infused with a superior formula of perfume magic, fibre clean technology and optical brighteners.
Diva launched its Detergent powder in 2003 with the aim of providing a convenient alternative for laundry soap users.Even though the market was dominant with laundry soap, the brand’s efforts to educate and create awareness on the advantages of detergent powder and change consumers’ perception about detergent powderenabled Diva to win the hearts of local consumers who embraced it as a highly effective laundry care product.
The year 2010 was significant for Diva as the brand relaunched its Detergent powder with a renewed formula and lemon fragrance and also introduced a 1kg pack, which was sufficient for an entire month’s usage for a family. In 2013, Diva Detergent powder was relaunched with a triple action formula, optical brighteners, and significantly improved lemon and lime fragrances. In 2018, Diva relaunched its Detergent powder portfolio with fibre clean technology, which revolutionized the cleaning formula to provide superior cleaning and freshness followed by the relaunch of Diva Detergent powder with Perfume magic in 2019.The year 2020 was a landmark year for Diva as the brand expanded its portfolio into the liquids category with premium products catering to the consumers who were seeking superior liquid products for laundry purposes.
During the journey spanning over 18 years, Diva has been able to support Sri Lankans with superior laundry wash solutions while positioning itself as a local household brand who understand the local consumers evolving needs.