The MRP has been reduced from from Rs 80 to Rs 65 for a pack of 10. The move is aimed at increasing the volumes of the brand.

The price has been slashed keeping in mind the need of the Indian women to experience the benefits of a world product at an affordable price, according to P&G senior manager (public affairs) Anthony Rose. "It is our way of rewarding consumers for their overwhelming response to Whisper Ultra after its launch last year," he added.

According to a consumer research conducted by P&G, 88 per cent women prefer Whisper Ultra compared to other sanitary protection. But the main hindrance is its affordability, the company admits. P&G feels that the revised pricing is thus a move to make Whisper Ultra more accessible to women in India.

Analysts feel that the company will be able to increase the consumer base with the new pricing. "The growth in volumes will be able to absorb the price cut and hence there will be no effect on the financials of the company," an analyst said.

The company has been focussing on schools where new consumers can be added in good numbers, said analysts. They feel that the consumer awareness of the product has been very good, considering the product was launched a year ago.