MONOPOLISTIC COMPETITION

IN INDIA: Hindustan Unilever

Limited (HUL)
Group:- 7
Samarth Jain
Abhishek Chaparwal
Saksham Purohit
Kratika
Nandini
Ishita Jain
COMPANY OVERVIEW
Market Share in
Soaps & Detergent
• A subsidiary of Unilever, A
British Company.

• HUL is the largest FMCG

Company in India.

• Market Leader- Detergents

and Soaps.
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HUL’s Brands:

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Life Cycle of Surf
Excel:
Life cycle of a product is divided
into 4 stages:

 Introduction

 Growth

 Maturity

 Decline 4
Product Life Cycle:

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HUL Detergent
Market:
 Captured the Indian Detergent Market in 1957 with “SURF” and
maintained monopoly until Nirma’s entry in 1980.

 Campaign: “Lalitaji, Surf ki kharidari mein hi samajhdari hai” to “Daag

acche hain”.

 Introduction of Wheel and Rin as cheaper variants which eventually

replaced by Ghari from RSPL in 1987.

 Current Market Share and Position-

#1: Ghari (17.3%)
#2: Wheel (16.9%) 6

#3: Tide (13.5%)

MONOPOLISTIC
COMPETITION:  Large number of sellers.

 Freedom of Entry & Exit.

 Selling Cost.

 Product Differentiation.

 Absence of Interdependence.

 Falling Demand Curve

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SWOT
Analysis of
HUL:
STRENGTHS WEAKNESS
• Established target audience in various market • Most popular products in the mass market
segments. have been kept in premium pricing ranges
• Largest company in FMCG sector. due to the preference of the cheaper products
by the rivals.
• Top position in soap & detergent market
share.
• Wide range of products.
• Continuously Innovates.
• Global presence. 8
SWOT
Analysis of
HUL:
OPPORTUNITY THREATS
• Sales are projected to increase as people • Rising Competition from other emerging
become more health conscious. companies.

• In rural area, there is a growing demand for • Losing top position in the market share of
luxury and mid-priced products. detergent to Rohit Surfactants Pvt. Ltd.
(RSPL).
• Nirma’s demise will aid them in regaining
market share.
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HUL’s Major Competitors
Detergents Soaps

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THANK
YOU!