Company Hindustan Unilever Limited
Brand Value US$ 302 Million
Headquarter City Mumbai
Industry Home Care
Year Formed 1969
Rin is an Indian laundry soap and detergent brand. Its positioning as a cleaner that produces brighter whites dates to the brand’s market introduction, in 1969, as a soap bar with concentrated whitening ingredients.
The brand now is available in several forms, including bars, washing powder, and bleach, and continues to emphasize its ability to produce whiter results. Recent brand extensions, such as Rin Matic, for washing machines, and Rin Perfect Shine also extol this functional benefit.
Adding emotional appeal, Rin emphasizes the symbolic importance of clean clothes in enhancing self-image, confidence, and social stature. The brand communicates its whiteness positioning with its logo, a white lightning flash, and its slogan, “Super Whitness.” Another slogan, “Just a Little Rin,” implies that the concentrated cleaner goes a long way, a price benefit.
Rin is brand of Hindustan Unilever Limited, India’s largest FMCG conglomerate.