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Jyothy Laboratories has re-launched the 30-year-old fabric whitener Ujala, for the first time since its inception. The company has differentiated itself by emphasising ‘radiance’ as opposed to normal ‘whiteness’, and is communicating its brand message with an advertising campaign. S. Raghunandan, Chief Executive Officer, Jyothy Laboratories, said that the needs of Indian consumers are becoming more dynamic. He added that the new Ujala packaging aims to cater to the changing preferences of consumers. The company boasts of several brands such as Maxo, Henko, Pril, Margo, Neem, Fa, among others.
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