HUL announced today that it will enter into an agreement with Unilever to make, market and distribute the Brylcreem brand in India. A press release said HUL plans to integrate this business with its existing personal care portfolio and grow the Brylcreem franchise.
Unilever, through its acquisition of the Sara Lee business, owns the Brylcreem brand. Unilever and Godrej Consumer Products Ltd (GCPL) have mutually agreed to bring to an end the licensing arrangement that exists between them for GCPL to manufacture, market and distribute the brand in India. This will come into effect on March 31, 2012.
A press release from GCPL quotes Chairman Mr Adi Godrej as saying, “This agreement will help us to focus on our own brands in our core categories in line with our 3 x 3 strategy - presence in emerging markets in Asia, Africa and Latin America, through three core categories – personal wash, hair care and home care.”