Fourteen teams which include three wildcard participants battled at the national level. Only three of these teams made it to the grand finale. They presented solutions to a very interesting and relevant marketing challenge from HUL for its magic water saver.
Magic water save is a product which addresses a pertinent need of a large section of the Indian population. Everyday over a 100 million Indians grapple with the problems arising from the scarcity of water. The majority i.e. 57 percent of them belong to the lower income section of society. One of the biggest water consuming activities in household is laundry which accounts for over 20 percent of the daily usage. Almost 80 percent of the water used in this process is actually just to rinse soap off the clothes. Enters Magic Water Saver, this laundry additive was devised to help rinse and wash clothes in just one bucket of water thereby saving up to three buckets for every wash. It was test launched in Andhra Pradesh and has achieved 40 percent of its targeted volumes, with around 150000 households trying it. The response has been slow but encouraging. HUL now wants to increase the rate of trials, educate customers and grow this new category.Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
