Home Beauty & Wellness P&G gives a backward push to ‘Rejoice’

P&G gives a backward push to ‘Rejoice’


If retailers are to be believed, the Cincinnati-based FMCG major, Procter & Gamble, has taken its shampoo brand ‘Rejoice’ off the shelves. Needless to point out that the firm is aggressively pushing its other two shampoo brands: and Head & Shoulders. Although industry sources say that Rejoice is being phased out, the company has not confirmed it yet. “While our distribution of Rejoice is demanded, our are Head & Shoulders and ,” says a P&G spokesperson.

Launched in the Indian market in 2004, Rejoice was considered to be a strong competitor to ’s shampoo in the mid-price segment. However, while continues to lead in the shampoo market, Rejoice has definitely not been able to catch up.

According to AC ’s retail audit, Rejoice’s has been declining since 2007, when it had a marginal share of two percent, The brand’s current share, according to industry estimates, is around 0.2-0 .3 percent. Pantene, on the other hand, has a of around 9.5-10 percent, and is said to be growing since its relaunch this year.

Posted on: 3.11.2010
Source: www.economictimes.com