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Case Title:

Hindustan Unilever Limited’s Rexona: Repositioning ‘Rexona’ Deodorant

Publication Month and Year : 2010

Authors: Nilosha Sharma, Joel Sarosh Thadamalla

Industry: FMCG


Case Code: MM0067

Teaching Note: Available

Structured Assignment: Available


Unilever’s INR 55 billion ($1.36 billion) brand – Rexona, internationally spans across 90 markets worldwide commanding 14.5% share of the global deodorant market. In India, as one of the pioneer brands of Hindustan Unilever Limited (HUL), Rexona was worth INR 1.78 billion in 2006. With an annual growth rate of 28%, Rexona continued to compete as one of the core brands in HUL’s brand portfolio. Launched as a soap brand, Rexona’s journey through Indian fast moving consumer goods market has been a dramatic one. At the end of 2006, the brand managed to emerge as a mass deodorant brand, albeit with some hiccups. The case discusses the challenges faced by the popular brand, despite creating a market which was virtually non-existent in India. The case also discusses the Indian consumers’ perception towards body odour and the challenges for Rexona in changing the consumer outlook towards deodorants. The case inculcates various dimensions of brand positioning and the challenges of repositioning a deodorant brand.

Pedagogical Objective:

  • To study the trends in the homecare and personal care market in India
  • To understand the rationale behind the repositioning of Rexona deodorant
  • To discuss the challenges for Rexona in the process of brand repositioning.

Keywords : Rexona, Deodorant Antiperspirant, Hindustan Unilever Limited, Fast Moving Consumer Goods, Brand Repositioning, Consumer Perception, Brands and Branding Case Study, Product Innovation, Consumer Frame of Reference, Brand Extension, Celebrity Endorsement, Brand Perception, Brand Positioning


  • Household and Personal Care Industry in India – A Competitive Landscape
  • Rexona: Evolution as a Deodorant Brand
  • Repositioning Rexona: A Strategic Response

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