PREMIUMISATION SPE­CIAL­IST

PRIYA NAIR IS TAK­ING PRE­MIUM PROD­UCTS TO SMALLER TOWNS.

Business Today - - THE MOST POWERFUL WOMEN IN BUSINESS - BY AJITA SHASHID­HAR

Priya Nair, Ex­ec­u­tive Di­rec­tor (Home­care), of Hin­dus­tan Unilever, firmly be­lieves that pre­mium prod­ucts are not only for con­sumers in metro-cities. Nair proved this with ‘pre­mium’ home­care prod­ucts such as Com­fort Con­di­tioner and Surf Ex­cel liq­uid de­ter­gent that led in the home­care cat­e­gory of the HUL grow­ing by over 20 per cent. Home­care ac­counted for a third of HUL’s to­tal rev­enues of ` 35,288 crore.

Nair says fab­ric con­di­tioner Com­fort sa­chets – that she has been push­ing in ru­ral mar­kets – are her high­est sell­ing sa­chet SKUs. “Peo­ple in ru­ral In­dia are in­creas­ingly in­vest­ing in fab­ric con­di­tion­ers as they lengthen the life of clothes, of­fer fra­grance, and if you are

WHY SHE MAT­TERS Has laid a three­p­ronged strat­egy for build­ing the brand

a con­sumer who is con­cerned about how long your clothes last, it makes in­cred­i­ble sense for you to add fab­ric con­di­tioner to your wash. Ev­ery­body wants their clothes to smell good, look nice, and last longer,” she ex­plains.

The sce­nario with liq­uid de­ter­gents is just as nice. Nair says with pride that 200 ml bot­tles of Surf Ex­cel liq­uid sell like hot­cakes in ru­ral mar­kets. “Peo­ple find ways to in­clude it in their bud­get be­cause they use it for their spe­cial clothes, or for chil­dren’s uni­forms.” Nair has also steered in­no­va­tive prod­uct launches such as the Rin de­ter­gent vari­a­tion for con­sumers who bat­tle wa­ter short­age. The prod­uct claims to sub­stan­tially re­duce the wa­ter needed per wash.

With an eye to pur­pose­ful brand build­ing, Nair laid down a three-pronged strat­egy for HUL’s home care busi­ness — premiumisation, cre­at­ing new seg­ments, and fi­nally cre­at­ing prod­ucts in­cor­po­rat­ing air and wa­ter pu­rifi­ca­tion. “The op­por­tu­nity is to con­vert con­sumers from proxy or no prac­tice to us­ing a prod­uct,” says Nair.

PRIYA NAIR E x e c u t i v e D i r e c t o r, Home­Care,HUL

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