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HUL Launches Ayurvedic Range To Combat Patanjali And Ignite Sales Growth

December 29, 2016: 12:00 AM EST
Patanjali has become a significant rival to Hindustan Unilever in the Indian personal care market since it was founded a decade ago, and HUL is launching a number of ayurvedic products aimed at better competing with this relatively new competitor. It will introduce some 20 products, including oral care, skin care and hair care items, under the Ayush brand, launched in 2001 as a premium line but now positioned for the mass market. Responding to Patanjali's growth, other global players have been launching ayurveda and herbal products opportunity, including L'Oréal with its Garnier Ultra Blends hair care products with 'natural ingredients'. Given the Indian market’s price sensitivity, analysts believe that herbal products there are more likely to succeed in the mass market, and HUL will hope this new initiative will help ignite lackluster sales growth.  
Sagar Malviya, "Hindustan Unilever launching a raft of Ayurvedic products to counter Patanjali", Economic Times, December 29, 2016, © Bennett, Coleman & Co. Ltd.
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