Safed Detergent Powder: Regional Brand with Rural Focus

Safechem Industries was the leading manufacturer of detergents and allied products in Eastern India under the brand name of ‘SAFED’. Safed had local factories to service the eastern market at a lower cost than other organized players and this also enabled it to compete with the unorganized sector, especially in the rural markets. The case presents a situation in which the General Manager for Marketing & Strategy at Safechem Industries had to formulate the marketing and growth strategy for the future. The company is based mainly in rural parts of Eastern India. The case describes the detergent industry in India with a special focus on rural markets. It also elaborates on the strengths and weaknesses of Safechem with respect to the detergents market and the strategies adopted by it. The General Manager is expected to choose an appropriate marketing and strategic option to help the company achieve its growth plan.