In this video, Ayesha Farheen I, an Indian Institute of Management, Lucknow and part of the HUL's UFLP 2024 batch, shares her experience of contributing to the launch of Shuddham, a specialized puja utensil cleaner under the Vim brand.
She and her colleagues discuss how the idea originated from identifying a white space in the market, where traditional dishwashing products were not designed to clean copper and brass utensils effectively.
The video covers the entire product journey, from naming the brand and developing a unique formulation to finalizing packaging, pricing, and the strategic launch plan. Ayesha explains how consumer research played a crucial role in shaping Shuddham’s gel and spray formats, ensuring a superior cleaning experience while maintaining convenience.
The video also explores Unilever's multi-stage launch strategy, the pricing decisions, the challenges of benchmarking against traditional cleaning alternatives, and the marketing efforts that positioned Shuddham as a premium offering.
Stay tuned until the end for valuable takeaways from Ayesha’s journey.
For those curious about the behind-the-scenes of product development, branding, and strategic marketing at a global company like Unilever, this video offers a comprehensive look into how different teams collaborate to bring a product from ideation to the shelves.
And if bringing a product to life sounds exciting?
You can be part of this by taking this first step by registering for HUL's Foundation School ‘25. A platform that helps you provide a 3-Day Immersion at the HUL HQ to know more about the world of FMCG and gives you a summer internship opportunity even before you enter your b-school.
Click on the link here to learn more about HUL Foundation School 2025 -
https://cutt.ly/1rpBrilO
*This is a promoted feature