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Chetan Trading Company

Makrana, Rajasthan

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Pioneers in the industry, we offer Lux Soap, Nirma Washing Powder, Nirma Detergent Cake, Super Nirma Washing Powder, Breeze Soap and Nirma Soap from India.

Lux Soap
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Lux Soap

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The new soap bars are derived from algal oils of the highest quality, sourced from oil-producing microalgae that have been cultivated in a sustainable and responsible way. The soaps are already on shelf in Brazil.

“We have a unique opportunity to make a difference on a large scale, as we help develop a raw material that we know has been responsibly sourced,” explains Anne Radmacher, Lux Global Brand Vice President. “Using algal oils creates a win–win situation: not only do we deliver better products to our consumers, but we also help the planet in the process.”

Sustainable alternative to Palm Oil

Algal oils are widely considered to be an alternative to tropical oils such as palm oil, which has been linked to deforestation. Over the past five years Unilever has been working with algal oil producer Solazyme to research new ways to incorporate the sustainable oil into its products.

“Unilever’s Lux brand is leading the way in consumer innovation and in a new era of sustainability for the 21st century,” says Jonathan Wolfson, Solazyme CEO. “Unilever’s commitment to commercialising these soap products means that they will continue to lead the way in offering consumers the best performing and most sustainable products available.”

Algae on trial

Lux’s has initially agreed to buy 10,000 tonnes of the oil as part of a trial. The oil is being produced in the new renewable oils facility in Moema, Brazil.

This is just the first step in the brand’s long-term plan to use this high-quality raw material. And it underlines Lux’s commitment to look after the planet. It also recently relaunched its Lux Fine Fragrance body wash packaging with a hugely successful new design that is expected to save 1,400 tons of plastic globally.

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Nirma Washing Powder
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Nirma Washing Powder

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This product created a marketing miracle, when introduced in the domestic marketplace. In 1969, when the detergents were priced so exorbitantly that for most of the Indians, it was a luxury item. Nirma envisioned the vast Fabric Wash market segment and sensed a tremendous potential therein. This product was priced at almost one third to that of the competitor brands, resulting into instant trial by the consumers. Owing to its unique environment-friendly, phosphate-free formulation, the consumers became loyal to this brand, helping it to over-take the decades’ old brands, in terms of volumes. This brand had been ranked as the “Most widely distributed detergent powder brand in India” as per All India Census of Retail Outlets carried out in 435 urban towns by the AIMS (Asian Information Marketing & Social) Research agency [Brand Equity - The Economic Times, March 11, 1997]. As per the ORG-MARG Rural Consumer Panel [December 1998] survey, Nirma brand has been ranked as highest in terms of penetration in washing powder category [BT Rural Market Watch, Business Today, June 22, 1999]

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Nirma Detergent Cake
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Nirma Detergent Cake

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Deriving inspiration from its success in the Detergent Powder market, Nirma expanded its product portfolio by introducing the “Nirma detergent cake” in 1987. Here again, the excellent price-quality equation tempted the consumers to try the product. Available in 125g and 250g pack sizes, this brand has done exceptionally well. AIMS survey ranked Nirma detergent cake as “The Most widely distributed detergent cake brand”. Due to its unique formulation, this product offers benefits like less melting in water, better stability, and therefore lasts longer. As per the ORG-MARG Rural Consumer Panel [December 1998] survey, Nirma brand is ranked highest in terms of penetration in washing cakes / bars category [BT Rural Market Watch, Business Today, June 22, 1999].

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Super Nirma Washing Powder
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Packaging Type Packet
Base Water soluble

Exploding the myth that ‘better quality always demands higher price”, Nirma introduced a spray-dried blue coloured washing powder in the premium segment, in 1996. Available in 25g, 500g and 1000g packs, this product out-classed its competitor brands. Though, priced almost 40 % lesser, thus providing a very attractive ‘value-for-money’ proposition. This brand, within a short span of two years, had cornered substantial market share in the premium detergent segment and continues to perform well.

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Breeze Soap

Breeze Soap

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