Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

19

Comfort

Fabric softeners in the Indian fabric care market are a relatively new category. Consumers have been used to detergent bars and powders, and it is only in recent times that they have been seeing the ads of liquid detergents. The concept of fabric softeners even in the developed markets, as reflected by the introduction of the category in the United Kingdom, is only about 50 years old (Campaign Live, 2004). Comfort fabric softener (from Unilever India) was introduced in India in the year 2006 (Iyer, 2013). The company was apprehensive about the acceptance of the category by consumers, and therefore had the product test marketed for about four years (Iyer, 2013).

Tamil Nadu was the state chosen for the initial test marketing because ...