Active Wheel SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

Active Wheel SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Active Wheel, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Active Wheel to benchmark its business & performance as compared to the competitors, and make strategic improvements. Active Wheel is one of the leading brands in the FMCG sector.

The article below lists the Active Wheel SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Active Wheel SWOT Analysis:

SWOT Analysis of Active Wheel

For Active Wheel, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Active Wheel Strengths

The strengths of Active Wheel looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Active Wheel :

1. Largest selling detergent brand in India
2. Bollywood stars as Brand Ambassadors (Salman Khan)
3. Effective Cleaning with least effort

4. Efficient distribution system by HUL

Active Wheel Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Active Wheel SWOT Analysis:

1. People in rural areas still prefer low frills brands as this is slightly higher priced

Active Wheel Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Active Wheel SWOT Analysis:

1. Further promotion campaigns to penetrate into the un-organized rural India market.
2. Smaller packages to tap rural areas

Active Wheel Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Active Wheel are as mentioned:

1.  Competition from local players in the market
2.  Price Sensitive Market Segment
3. Presence of international detergent brands

Active Wheel Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Active Wheel:

1.  Surf Excel
2.  Rin
3.  Nirma Ltd

Hence this concludes the Active Wheel SWOT analysis.

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About Active Wheel

Active Wheel Overview
Parent Company



Home Care Brands - Detergent



Tagline/ Slogan

Nimbu ki shakti aur hazaro phoolo ki khushboo; mehangi wali dhulai budget mein samai


Transforming even as tedious a chore as laundry into a delightful experience

Active Wheel STP

Detergents – Powder & Bars

Target Market

Consumers at the mass end of the detergent segment


India’s largest detergent brand, Wheel, aims to bring delight back into the lives of lacs of women across India, by giving them a magical wash experience of lemons and thousands of flowers.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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