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

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Sunsilk

The shampoo category in India is a highly competitive category. There are several well-known brand names in the market, and Unilever India is the leading company that has several well-established brands in this category. The company had also introduced a few other brands that were popular abroad (such as Dove and TRESemmé; Malviya, 2012). Sunsilk is one of the well-known brands that has been a part of the shampoo portfolio of the company for the last five decades (HUL, n.d.).

During the 1970s, a bottle of shampoo was considered to be a high-value item and only consumers who belonged to the upper-middle-class strata of society were able to afford a shampoo. The category exploded with the introduction of sachets (Banumathi, 2007). Sunsilk ...