Reckitt Benckiser enters premium liquid laundry detergent category in India with Woolite

Consumer health and hygiene company Reckitt Benckiser (RB) has announced its entry into the premium liquid laundry detergent category in India with Woolite. This is the first time RB has brought an innovative keratin-based new detergent formula, imported from Europe to India and launched exclusively on  e-commerce.

Woolite’s exclusive keratin technology has been designed to repair damaged fibres and make clothes look like new. RB conducted extensive research and testing and looked into consumer behaviours before arriving at a product proposition and launched two variants in India. Woolite Darks for all dark clothes to prevent fading and retain the colour and Woolite Pro Care to brighten your colored clothes.

Sukhleen Aneja

Sukhleen Aneja, Marketing Director, South Asia RB Hygiene Home, said, “We are proud to launch one of the most technologically advanced liquid detergent brands in India. Consumers will enjoy using the product because the ingredients protect the clothes and make them look like new by repairing damaged fibers and maintaining the color of clothes. We are aiming to be pioneers in the premium clothing care category, and our differentiator is the new Keratin formulation that makes it an effective solution. Woolite is a one-stop solution to all laundry problems by ensuring that it cleans as much as it cares.”

Both Woolite Darks and Woolite Pro Care are available in 1 litre size and is priced at Rs 375 for the magic that it creates on clothes. The product is currently available only on key e-commerce platforms like Amazon, Bigbasket, Grofers, Flipkart, Milk basket and more.

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