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The Branding of Chhokra

Author

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  • Zillur Rahman

Abstract

The case deals with a local Indian company manufacturing Chhokra laundry soap. The company expanded its portfolio by introducing Chhokra detergent powder and Chhokra mustard oil. The company diversified by launching beauty and skin care product, by launching two products under the Merci brand name, and by launching Chhokra Shine Star, a dish washing bar. For over three decades the company remained market leader in the local markets. The company was on its way to transform itself from regional brand to national brand and was contemplating its next move: Lower income rural and urban customers versus a broader customer base, umbrella branding versus family brand names versus individual brand names, product portfolio expansion versus rationalisation.

Suggested Citation

  • Zillur Rahman, 2009. "The Branding of Chhokra," Vision, , vol. 13(3), pages 61-68, July.
    • Handle: RePEc:sae:vision:v:13:y:2009:i:3:p:61-68
    DOI: 10.1177/097226290901300306
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    Cited by:

    1. Dev Narayan Sarkar & Kaushik Kundu & Himadri Roy Chaudhuri, 2016. "Conceptual Expansion of the Discipline of Rural Marketing: An Objective Analysis," Vision, , vol. 20(3), pages 169-183, September.

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