Hindustan Lever just about invented the market for personal-care products in India. But it still must resort to all kinds of antics to hang on to it. Hindustan lever has dominated the soap business in India for decades. So when its share of the market dropped from 62% to 60% last year, the company was desperate to reverse the slide as quickly as possible. Western-style soap commercials and cents-off coupons don't suffice here, a country where only half of the 1 billion residents have access to a television, and only 37% have indoor running water.
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