Case study: How will Lifebouy grow its hand wash category?

The rise of epidemics globally has led to a shift in the skin cleansing market towards health and hygiene products and the liquid handwash category has been the fastest growing in this space.

However, for Lifebuoy which is the worlds largest health and hygiene brand by volume this format contributes to just 10 percent of the brands overall turnover. 
Over the past three years Lifebuoy has been promoting the unique product proposition of 99.9 percent germ protection in just 10 seconds. The challenge for the brand and for the teams now is to use this proposition and grow the hand wash category.
The wild card teams were selected on the basis of their solutions to a case from Hindustan Unilever for its personal wash brand Lifebuoy. The three teams who will enter this competition at the semifinal stage and give India's top 12 B-Schools a run for their money.