Hindustan Lever's detergent powder, Sunlight, has been off the Mumbai retail market for more than three months now. However, Sunlight laundry bar continues to be present here.

HLL has stopped promoting Sunlight powder in the city owing to poor offtake, said industry sources. Though it has bid adieu to Mumbai, it exists in other parts of the country, especially the south, where it has good demand.

The consumer trend shows a preference for other detergent brands like Rin, Wheel and Surf, all from the HLL stable, which are being strongly promoted by the company. Rin has seen a number of brand extensions with the introduction of Rin Shakti and the relaunch of Rin Supreme.

Retailers say the downfall of Sunlight powder in Mumbai began with the popularity of Rin. Sunlight is one of the `famous five' brands from the Lever stable introduced way back in the sixties. It is the connecting link between the popular brand Wheel and the premium brand Surf.

Sunlight thus "acts like the stepping stone for a consumer who graduates from using a lower end detergent brand to a premium level." It was a marketing decision to pull out the brand from hereas sales were nothing to write home about. However, it may be reintroduced when market research shows positive signs.

Sunlight is a brand promoted on the USP of a detergent with colour guard. Sunlight Powder is priced at Rs 20.30 for a 500 gm pack. Sunlight Super Value attracts a price of Rs 14.60 for a 500 gm pack and the laundry soap, a 150 gm bar, is priced at Rs 5.60.

While Wheel powder is a popular brand targeted at the lower end of the market, Surf has been projected at the premium end. In the premium range, International Surf Excel is priced at Rs 56.60 for a 500 gm tub. In the lower end of the market, Wheel is lower at Rs 10.60 for a 500 gm pack.

Copyright © 1997 Indian Express Newspapers (Bombay) Ltd.