Brand Journal
Godrej No.1 Soap Was Priced Below Lifebuoy on Purpose. The Strategy Built Godrej Consumer Products’ Largest Brand.
Godrej Consumer Products needed a volume anchor in mass-market soap. The insight was to find the price point below HUL's cheapest offering and hold it with a better product. Godrej No.1 became India's second-largest toilet soap brand by volume by refusing to compete on anything except value and availability.