Faced with stiff competition and a slowdown in the oral care market, consumer products giant Hindustan Lever is revamping its portfolio, which includes the Close-Up and Pepsodent brands.
HLL has decided to give its flagship brand Close-Up a leg-up, as it is not satisfied with its performance, a top HLL executive said.
Close-Up, which is focussed at the youth, is the first gel brand to be launched in India. It was launched in 1975.
HLL executives said,
