s competition lathers up in the FMCG market, big daddy Hindustan Lever Ltd (HLL) has got down to revamping its personal care portfolio in a big way. While on the one hand, the multinational is upgrading its soap, toothpaste, skin cream and shampoo brands as well as offering price cuts and attractive promo offers on them, it is also busy assuring investors that the company will not sacrifice margins on the way.

The process began in February with the relaunch of HLL�s 45-year old detergent brand Surf as Surf Excel Blue, and that of HLL�s lower-end washing powder Rin with an improved formulation. Then came Liril Orange Splash soap, bolstering the Liril portfolio of Liril Lime Fresh and Liril Icy Cool Mint. At about the same time, Fair & Lovely fairness soap got a new formulation. ... more