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P&G Adds One More Detergent to its Basket

WhiteArrow News Service, May 2000, Chennai.

Procter & Gamble Home Products has launched Tide, the worlds pioneering and most trusted detergent in India. Tide delivers superior cleaning, which is evident through the whiteness of the clothes after washing. Tide also brightens colors on cloths. This is possible due to the anti-redeposition global technology that tide employs which prevents dirt from re-setting on the fabric during the wash itself. Tide keeps clothes looking bright white and prevents them turning yellow.

Tide was first introduced in 1946 and triggered the detergent revolution in the world. Soap had been used to clean clothes for nearly 2000 years, but it had many disadvantages including poor performance in hard water. Keeping in mind that new need, P&G discovered that the answer involved a unique combination of synthetic surfactants and special chemical compounds called Builders. Builders helped surfactants penetrate soap fibres more deeply making them considerably more effective than soap flakes.

Tide improved its performance with new technology that broke down protein and carbohydrate pollutants in clothes. The brand has set the gold standard for detergents in doing things that no one dreamed possible before. Although detergents may not seem as radical to consumers today, Tide has remained a leader by constantly innovating to meet changing consumer needs.

With the launch of Tide, the Indian consumer can now avail of yet another quality detergent from the house of P&G to fulfill their cleaning requirements. Tide changes dull white to bright white. It enables the homemaker to spend more time with her family and keeps her family looking their best through clean and bright white clothes., comments Shailesh Jejurikar, Marketing Director of P&G.

Tide also improves the washing experience through its pleasant lemon perfume that lingers on the clothes hours after the washing. Attractively presented in a vibrant orange colour pack, the product will be available at outlets across India, priced at Rs 30, Rs 68 and Rs 120 for packs of 200 gms., 500 gms., and 1kg., respectively.

One wonders why a transnational company like P&G should take over 50 years to launch its superior revolutionary product in India, which was invented in 1946.