Hello Everyone,
First of all welcome to all the new members, I hope you like the content. Please check out my previous words here and share your feedback with me.
I hope you had a wonderful week and have an even more wonderful weekend😊
I had a great week, work on something really interesting this week, wrote an interesting piece, though didn't get selected for submission but I like the process. This week I also worked on an interesting thread, will be sharing that with you all today.
So, that means No story today but an 🧵 on Ghari detergent, whatever little information I could collect about the brand, sharing that with you all today. I hope you enjoy reading it. Let me know what you think.
Note: Before we jump to the thread, a little note to all readers, I am no expert about any brand and it's business. Everything mentioned in this thread is already available on various platforms on the internet. All I did is collected all the information in the single thread.
In any case, if you find anything incorrect feel free to correct me or even better discuss with me, hit me a mail, or DM me on Twitter @57Vipul or Instagram @vipuljhs.
Now before further ado, let's jump straight into the thread.
Thread on Ghari Detergent (“Pehle Istemaal Karein fir Vishwaas Karein") - a story of $1.1 billion.
Two brothers Muralidhar and Bimal Kumar Gyanchandani used to manufacture and sell oil soaps as part of their family business since 1970.
In 1987, they started selling Ghari detergent by bicycles.
In 1988, they ventured into a company named Shri Mahadeo Soap Industries Pvt. Ltd. and then renamed Rohit Surfactants private limited in 2005 after Bimal's Son Rohit Gyanchandani.
In an age where Consumer is shifting to machines and detergent industry, to keep pace with machines introduced new models.
Ghari still reigns the Bucket wash segment of the population and controls the economy category.
Ghari which started with UP is now present in more than 20 states with more than 27 manufacturing units.
Strategies they used for Growth- Focused on the Home state which is 12% of the country's market sales.
The profit margin of 6-7 percent to dealers in comparison to other companies providing only 5%, this helps in building a loyal dealer base.
A mobile app called MSales, developed in 2011 to track sales has made tracking and delivery of the products easier.
The company spent only 2 percent of its sales on advertisement and marketing with the tag line of Pehle Istemal Karein Fir Vishwas Karein( first use it and then trust it)
Customers gave trial and quality justified the tag line led to repeated purchases.
The latest campaign revolves around Saare Mael Dho Daalo — wash away every dirt. It hints at removing dirt not just from clothes but also their minds.
The latest commercial features Amitabh Bachchan, the first big celebrity endorsement by Ghari Detergent powder.
It took 25 years for Ghari to become a market leader in 2012, with a market share of 17.3% and Wheel is tagging behind closely at 16.9%.
In FMCG, the other products from RSPL include Dishwash bar Xpert, Xpert Ultra gel liquid, Uniwash detergent powder, ProEase sanitary pads, and a toilet soap Venus which is available in different variants.
The latest product includes Glori bath soap featuring Akshay Kumar in a TV commercial.
The company is also present in totally unrelated fields like footwear, renewable energy, real estate, leather, and dairy products.
Ghari still accounts for a lion’s share of the total sales revenue. In 2017, it contributed ₹3,700 crores out of the total turnover of around ₹4,550 crores.
Red Chief is one of the leading brands in footwear since 1997, the company has estimated sales figures of Rs. 900 million in benchmarking standards.
The company also creates clean energy to meet the increasing demand for clean electricity and to address the pressing challenges of global warming and energy security.
The Company has seven wind farms in Karnataka Rajasthan, Tamilnadu, Gujarat, and Madhya Pradesh with a consolidated wind energy generation capacity of 50.1 megawatts.
One of the group companies, Nimmi Build Tech Private Limited (formerly known as Poonam Developers & Infrastructure India Private Limited), is engaged in the business of construction and real estate. The company has set up an IT Software Technology Park in Noida.
Namaste India Dairy Products- RSPL Limited in the dairy business with the name of “Namaste India Foods Private Ltd.”. The product portfolio includes Pasteurized Milk, Pure Ghee, SMP & Dairy Whitener, Cheese, Curd, Flavoured Milk, and other dairy products.
The real-time Net worth is $1.1B and featured in Forbes list in 2013, 2017, 2018.
The parent company’s CSR activities include founding hospitals, dispensaries, child welfare centers for the poor, and the setting up of institutions to provide medical education.
One of the initiatives is the Laxmi Devi Dayal Das Charitable Hospital set up in 2013 at Kanpur. It is active in promoting health care and education; supporting rural development; providing sanitation and drinking water; and bettering the lives of the underprivileged, orphans, and differently-abled. It is also associated with the Swachh Bharat Abhiyan.
Even though everyone knows about Ghari and seen ads on TV but still it is difficult to find Ghari in North-East India. It is because of the availability of other products at cheaper rates.
There is so much to share about this, but the end for now.
If you like it then please share it with your friends and ask them to share it with their friends. Let keep this cycle going.
Tweet of the week :
The positive story for this week:
87 year old who came to India to visit her family, got stuck in lockdown. She fed relief workers in India, her name is Kanta Devi Karnani.
She is Awesome and Inspiring both at the same time.
Trending news of the week:
🇺🇸💥Walmart is now part of the race: So We all know how The President Trump administration has pushed TikTok’s owner, Chinese technology giant ByteDance Ltd., to sell its American operations after targeting the app over national-security concerns.
Now Walmart joins Microsoft for the same. Already industry giants like Google's parent company Alphabet and others were bidding for the same.
🙌Students demand postponement of exams: Soon country is going to have nationwide exams of NEET & JEE. Now students who are appearing for the exams are demanding to postpone then considering the situation in the country.
Coronavirus, Floods in Bihar and other states, lockdown in many states (UP will again going in a selective lockdown). Students fear the risk of getting infected and affecting their families’ health. Also travelling is the major problem here given the situation in the country.
Even Activist Greta Thunberg raised her voice for students.
Just for the record- India has recorded the highest spike in a single day, as I am writing this. 77000+ cases registered in a day🥶🥶
🇯🇵 Health is Wealth: Longest serving Prime Minister of Japan resigns citing health reasons. He said he did not want his illness to get in the way of decision making, and apologized to the Japanese people for failing to complete his term in office. He will remain in his post until a successor is chosen.
We wish him good health and life ahead.
In the end, I want to ask one question to all of you-
What do you really ask someone when you meet them for the first time?
Share your thoughts with me and I will share them with everyone next week.
or DM me on Twitter @57Vipul or Instagram @vipuljhs.
That’s it for today folks. Ciao
Much love❤
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