Nearly four years after Ahmedabad-based fast-moving consumer goods (FMCG) major Nirma made a high profile splash in the premium soaps market with Procter & Gamble's Camay, the agreement between the two FMCG giants has come to an end.
Reason: Camay has failed to work up a lather for Nirma's revenues and has been taken off market shelves for quite some time now.
Now, sources say, Nirma has stopped manufacturing Camay as it had not garnered a great response and was not too keen on renewing its rolling five-year contract with Procter & Gamble either.
When contacted, Nirma officials confirmed that production of Camay had been completely stopped. "We have no plans of initiating production," a Nirma official said, adding they would focus on existing brands like Nima and Nirma. Nirma officials, however, refused to comment on the agreement with P&G citing confidentiality reasons.
Whereas Procter & Gamble, it is learnt, is yet to take a decision on what it plans to do with Camay.
http://timesofindia.indiatimes.com/articleshow/1996296.cms
:SugarwareZ-229:
Reason: Camay has failed to work up a lather for Nirma's revenues and has been taken off market shelves for quite some time now.
Now, sources say, Nirma has stopped manufacturing Camay as it had not garnered a great response and was not too keen on renewing its rolling five-year contract with Procter & Gamble either.
When contacted, Nirma officials confirmed that production of Camay had been completely stopped. "We have no plans of initiating production," a Nirma official said, adding they would focus on existing brands like Nima and Nirma. Nirma officials, however, refused to comment on the agreement with P&G citing confidentiality reasons.
Whereas Procter & Gamble, it is learnt, is yet to take a decision on what it plans to do with Camay.
http://timesofindia.indiatimes.com/articleshow/1996296.cms
:SugarwareZ-229: