One of the leading FMCG in the country, Hindustan Unilever Ltd has cut prices of their products like detergents and soaps and increased the grammage. The price drop ranges from 10-15% and the grammage increase is between 17-25%. The price reduction comes as a relief for its consumers as it is occurring after continuous price hikes by the FMCG, amid high inflation and increased raw material costs. The inflation affected the demand also. The price cut will possibly be able to recover the demand from the customer. The impact of price cut will be volume growth in the current fiscal year, volume push, market share gains, margin cut etc.
The HUL products that now be sold under reduced price include; Surf Excel liquid, Rin detergent powder, Vim bar, Vim liquid, Lifebuoy soap, Dove soap etc. Among stock keeping units for which the effective price cut is applied through the change in grammage include; Wheel green bar and Lux soap. All price cuts haven't arrived at the market yet.
Before HUL, Godrej Consumer products (GCPL), had introduced price cuts on it's selected stock keeping units last month. The Managing Director and CEO of Godrej Consumer, Sudhir Sitapati pointed that the reason for the recent price cuts as the deflation in the price of raw materials like palm oil.
The CEO and MD of HUL said that , During the next two years, the price growth would become lower. He added that there is a need of trigger for the commodity prices to start deflating. One of the big triggers would be if the Ukraine-Russia Crisis gets solved, the commodity prices would go down. If the commodity prices come down, the FMCGs would be able to start passing on the benefit to the consumers. This price cuts from the part of the big FMCGs can be seen as a proactive move of the businesses to maintain market share in a time of declining raw material prices.