ITC vs HUL
Hindustan Uniliver had a leading position in most of the FMCG products with not much competition from a considerable player. P & G couldnt do much to much to destablise HUL from its leadership postion, In detergent and sops nirma was beaten to dust in the process by HUL. The signification entery into the FMCG sector was ITC. In a single swipe ITC has managed to enter all the FMCG categories that HUL was previously in. It managed to get some high profile bollywood celebreties soon after the launch. It has Sharukh khan and Sachin Tendulkar for its Sunfeast brand of food products giving competition to britania and parle. Recent bollywood hearthrob deepika padukone was roped in for its fiama di wills shampoo range.
Kareen who was previously associated with HUL’s Lux soaps is now roped into ITC for its vivel de wills soap categories. ITC is the only company that would be giving tough competition to HUL and all other FMGC companies. ITC has already started eating into HUL’s market share. Only time will tell if HUL can maintain its lead position in the long run. It will be interesting to note what will ITC do if it every forays into Detergent category which is HUL’s strong category.