AIM, with which the multinational is breaking price barriers in the marketthat pose a major hindrance to growth, is expected to garner a 10 per centvolume share in 3-5 years, the company said at a press conference onWednesday to announce the launch of AIM.

Targeted mainly at the rural market, the sampling exercise will help seedthe brand in the consumer mind-set. The phase one of Project Bharat whichwas carried out last year is said to have led to a considerable brand recallamong consumers. Through phase one, the company has covered about 50,000villages. The aim now is to extend it further down to villages withpopulation of about 2,000.

``The launch of AIM, the third toothpaste brand from HLL, is a major stepforward for us in the oral care category. We chose to launch a third brandin toothpaste to take on the rural market potential which is immense,'' saidHLL executive director (personal products division) Arun Adhikari.

``The growth potential lies in the fact that the penetration of toothpastesis low with paste consumers at 49 per cent of population and powderconsumers at 25 per cent. This leaves a huge potential for conversion of thebalance 26 per cent who use either a surrogate product or nothing at all,''HLL general manager -- marketing (oral care) Mukul Deoras elaborated.

AIM has been introduced through HLL's one million odd distribution channeland targets to convert non-users into using AIM which has been attractivelypriced. AIM is priced at Rs 8 for 50 gm, which is a 40 per cent discount toother products.

On the future outlook of the toothpaste market which suffered a degrowth in1999, Adhikari said that the outlook is positive. HLL's all-India toothpastemarket share in value was 35.5 per cent in March as per the ORG-MARGaudit.

Elizabeth Arden in India by year-end
Consequent to a global brand relaunch of Unilever's prestige brand ElizabethArden, the brand's skincare range would hit the Indian shores by the end ofthe year. According to HLL executive director (personal products division)Arun Adhikari, the company would be looking at bringing the skincare rangeof Elizabeth Arden post global relaunch.

Unilever's first prestige brand to be launched in India was Calvin Klein(CK), whose fragrances were introduced to the Indian market in December1999. Calvin Klein is being imported into the Indian market at globallycompetitive prices.