ooks like Procter & Gamble (P&G;) has finally realised that aiming low does sometimes translate into rising high above the competition. The premium women�s hygiene products maker will now offer its customers high-quality sanitary napkins for less. With the launch of its new brand, Whisper Choice, that will retail at Rs 26 for 10 pads (Whisper Maxi Regular retails at Rs 58 for a pack of 10), P&G; aims to force its way into the mass market and possibly take away the competitor�s marketshare. Not a vague speculation here, given that P&G;�s Whisper has always maintained its image as a high-end quality product. The company has roped in actors Tanuja and Tanishaa to endorse the brand. Wonder what competitors Johnson & Johnson�s Stayfree, that is priced at Rs 23 for a pack of 10, and Kimberley Clarke Lever�s Kotex, that retails at a pack of eight for Rs 28 and a pack of 15 for Rs 48, have to say to that.

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