"The divestment is a result of a re-look at the business which indicated that these products do not fit with the long-term strategic plans of P&G in India. Laundry and cleaning products continue to be a focus area in India," a Procter & Gamble source said.

The three detergent product brands have been a strong presence in their respective market niches, and are expected to substantially strengthen Cussons India's presence in the Indian soaps and detergents market, a Cussons India release said. Cussons India has a presence in the premium toilet soap and talc market with its Imperial Leather brand, which has rapidly gained market share in major cities.

According to the release, itsparent company has a track record of acquiring local brands in markets where it operates, adding value to those brands through product upgradation, and developing them into highly successful products which exceed customer expectations.

"Our acquisition of the Ezee, Trilo and Key brands from Procter & Gamble is in keeping with this strategy, and will be invaluable in meeting our long-term objectives of being a significant player in the Indian personal care and detergents markets, to supplement our strong positions in the UK, East European, Pacific, African and Asian markets," Cussons India managing director John Thornber said.

Cussons India also provides its interpretation of the P&G strategy in the release, saying that the divestment by the latter is a result of a re-look at their business which indicated that Trilo, Ezee and Key do not fit in with their long-term strategic plans in India. Laundry and cleaning products continue to be a focus area in India.

Ezee is a liquid detergent brand for use in thecare of expensive and delicate fabrics, and woollens. It has an overwhelmingly dominant position in its market niche and strong brand equity, the Cussons India release said.

Trilo is a laundry-detergent bar in the economy segment, and Key is a powder detergent with very strong brand equity, the release said. Cussons India first entered the Indian market three years ago and after considerable preparatory work test, launched Imperial Leather, its market leader soap brand first in the south Indian market. The brand was launched nationally in August 1997.

Cussons offers innovative new products in the deodourant, talc, bath gel, skin care and detergents markets all over the world, the release said, and refers to a full pipeline of product launches scheduled for the Indian market. "We seek to offer consumers in India truly superior personal-care and home-care products which genuinely deliver better benefits that can be felt and seen," Vikesh Wallia, general manager sales and marketing said.