odrej Consumer Products Ltd (GCPL) recently launched a new soap, Nimin, positioned as �a natural germkill.� The target for Nimin are the 25 to 35-year-old consumers, belonging to SEC B, C and D. Priced at Rs 8 for a 75-gm bar, and Rs 13 for 125-gm, Nimin faces competition from Lifebuoy (Hindustan Lever), Dettol (Reckitt Benckiser) and Savlon (Johnson & Johnson) which also sell on the health platform (although the last two are priced higher than the new entrant).

The advertising campaign for Nimin, created by Mudra Communications, focuses on the ingredients that go into the product. The soap, says the company, has 76 per cent total fatty matter (TFM), and the rest is trichlorocarbanilide (which serves as an antiseptic), besides neem, tulsi, lime extracts and perfume. ... more