industan Lever has taken a bold step in its bid to alter tradition. The brand in question is 30-year-old Liril, which has just undergone a thorough change - in its shape, positioning and in the core formulation.

First things first. Till recently, Liril was available in three avatars - the flagship lime bar, and the two variants - Icy Cool Mint and Orange Splash. Now the pure lime bar has been replaced with a lime-cum-aloe vera variant, to claim a bigger share of the category which it created and dominates to this day.... more