Jyothy Labs is likely to limit its Ujala washing powder to the southern markets for now. It has also decided to withdraw premium variant Ujala Technobright from its portfolio because of increased competition in the detergent category. The entity is marketing its Ujala washing powder to the rest of the southern states after Kerala, such as Tamil Nadu and Andhra Pradesh, rather than ensuring a pan-India presence.
It had decided to enter the detergent category nearly seven years ago and has a 17% market share in Kerala. It is likely to restrict Ujaja detergent as a mid-priced brand in the southern states in order to avoid competing with Henko detergent, which is a premium brand. Even in soaps, the company is limiting its soap brand Jeeva to Kerala.
