*Assistant Professor, Dept of Commerce, Periyar University, Salem
**PH.D Research Scolor, d Dept of Commerce, Periyar University, Salem
Online published on 24 April, 2018.
The fairness product market is flourishing in India, a country that represents a unique amalgamation of social, religious and cultural. India's FMCG market is evolving rapidly and it is like a fuel for the Indian economy. This rapid growth is due to the growth of cosmetics and fairness product in Indian market. The top selling skin lightening cream in Indian is Fair & Lovely from Hindustan Lever Ltd. (HLL) followed by Cavin Kare's Fairever brand. Fair & Lovely is the dominating brand in the fairness cream market in today's concern, it generates about $60 million annually. This paper highlights the techniques and positioning dimensions, which created a stable place for Fair & Lovely products in competitive fairness cream market. The revolutionary innovations, success and achievement story of the brand is also significantly addressed in the paper. The article concludes with the momentous role of positioning that projected the Fair & Lovely brand as a brand that empower the women, increase women's confidence level and also to achieve their dreams and ambitions.
Positioning Aspects, Awareness & Threat, Fair & Lovely, Fairness Cream Products
