Proctor and Gamble 2010 Annual Report Download - page 16

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Reaching More Laundry
Consumers in India
Reaching more consumers in Indiaʼs laundry
market meant developing a detergent with
just the right balance of cleaning performance
and mildness at an affordable price.
About 80% of consumers in India—200 million
households—wash their laundry by hand.
With their extremely limited laundry detergent
budgets, most Indian consumers settle for the
lowest priced powders, which can irritate hands
during and after washing.
P&G launched Tide Naturals in India in
December 2009. With unique ingredients
developed at our Beijing Technical Center,
Tide Naturals balances cleaning and mildness
at a price 30% lower than regular Tide. It also
dissolves in water—unlike most competitive
products in the low price range, which leave
gritty materials in the wash water that can be
harsh to hands. And its unique scent containing
natural oils offers an attractive benefit to Indian
consumers that other low-cost detergents don’t.
With the introduction of Tide Naturals, P&G
now offers laundry detergents at three distinct
performance and pricing levels, delivering a
solid value that is now affordable for more than
70% of Indian consumers. Currently available
in about 600,000 outlets in India, Tide Naturals
is an innovation that is helping P&G improve
the lives of more consumers, like Sandhya,
who are delighted by its many performance
benefits and value.
14 The Procter & Gamble Company