RB ventures into the Liquid Laundry Detergent category

India, 24 May 2019: RB (erstwhile Reckitt Benckiser) today announced its entry into the premium liquid laundry detergent category in India with Woolite. This is the first time that RB brings an innovative keratin based new detergent formula, imported from Europe to India & launched exclusively on e-commerce.

Woolite’s exclusive keratin technology has been designed to repair damaged fibres & make your clothes look like new. RB conducted extensive research and testing and looked into consumer behaviours before arriving at a product proposition & launched 2 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.

Commenting on the launch, 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 & make them look like new by repairing damaged fibers & 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 ltr size and is priced at an attractive price point of 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 & more. Internationally, Woolite has also won awards for product innovation and ‘Product of the Year’ in the ‘liquid laundry’ category.


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