After cola, Reliance begins price war in home and personal care space

Earlier, to increase share in beverages market, prices of Campa Cola were cut

After sparking a price war in the carbonated beverages market through Campa Cola, Reliance Consumer Products has taken the pricing battle to the other segments in the fast-moving consumer goods market.

For instance, in soaps, it has priced its product lower than the market leader in the segment at Rs 25 for 100 gms across its three brands – Glimmer, Get Real and Puric.

With Glimmer, Reliance Consumer competes with Lux, which sells a 100-gm soap bar at Rs 36, while Get Real is similar to Hindustan Unilever’s Pears soap bar, which is priced at Rs 54 for 100 gms.