Monday, February 15, 2016

Crisp and Shine : The fabric Enhancer

Brand: Ujala Crisp and Shine
Company: Jyothy Laboratories

Brand Analysis Count: 562

Ujala Crisp and Shine is the re-branded version of Ujala Stiff and Shine. Ujala launched its fabric conditioner Stiff and Shine in 2005. The brand was an addition to the post-wash fabric care product line of Jyothy Lab which was dominated by the liquid whitener Ujala. 

Although launched in 2005, Stiff and Shine was a regional brand. The brand did business around Rs 25 crore in Kerala where it is concentrated ( Source). The post-wash category of fabric care is now witnessing a lot of interest among FMCG companies and HUL is upping the ante with the high profile promotion of its global brand - Comfort.

When launched, Stiff and Shine was primarily viewed by consumers as a product that would offer the convenience of a fabric stiffener ( starch) like Revive. The brand name also reinforced the perception.

HUL launched Comfort not as a fabric stiffener but as a conditioner. Through sustained promotions, the brand has continuously grown in the market.
Probably this growth of the brand Comfort may have led to the re-branding of Stiff and Shine.
The new brand name Crisp and Shine is backed by a product - descriptor  - Fabric Enhancer. Through the product descriptor, the brand is trying to position itself as a complete fabric care product rather than a stiffener.
Jyothy Lab is trying to pitch Crisp and Shine nationally and the re-branding releases the brand from the constraint of " Stiff and Shine " proposition.


  1. I am regular reader of your blog and no doubt it all stuff is awesome. The best thing about your sharing and posting is that you always provide content that is helpful for both the newbie and experts. Looking for more stuff and tutorials.

    Love from Tech Solutions Desk

  2. Ujala crisp and shine is realy good


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