Ghari Detergent SWOT Analysis, USP & Competitors

Ghari Detergent

Parent Company

Rohit Surfuctants Private Limited

Category

Soap & Detergents

Sector

FMCG

Tagline/ Slogan

Pehle istemaal kare, fir vishwaas kare

USP

A low-priced detergent which provides cleansing within the budget of a lower-middle class family

Ghari Detergent STP

Segment

Detergents for households

Target Group

Lower-middle class family (Tier-4 & Tier-3 families)

Positioning

A detergent which provides cleansing at competitive prices

Ghari Detergent SWOT Analysis

Strengths

1. Market leader in the tier-3 & tier-4 segment of detergent market in India
2. Strong reach to the rural consumer
3. The tagline ‘Pehle istemaal kare fir wishwaas kare’ has struck a chord amongst the price-sensitive mass market

4. High push by retailers and high word-of-mouth amongst consumers

5. Good branding through TVCs and print ads

Weaknesses

1. Limited export market as compared to international brands
2. Unable to completely penetrate in premium segment because of image

Opportunities

1. Entered western & southern India recently where lies a huge market opportunity
2. Further penetrate the rural market by collaborating with various NGOs

Threats

1. Low profit margins in detergent sector
2.Threat from existing and new players in the market

Ghari Detergent Competition

Competitors

1. Active Wheel
2.Nirma Ltd
3. Ariel

4. Safed