Vim announced its foray into the machine dishwash segment with the launch of Vim Matic. In hindsight to the difficulties experienced during the lockdown by households, Indian dishwasher manufacturers witnessed a 250% increase in demand. Based on this insight, Vim chose to extend its category from hand dishwashing to machine dishwashing with this new product.
Commenting on the launch, Prabha Narasimhan, Executive Director, Home Care, Hindustan Unilever Ltd said, “Consumers trust Vim for its superior degreasing ability. When they considered adopting a machine dishwasher at home, it was natural for us to partner with them in this upgrade. Vim Matic has been designed to address the need of an Indian consumer and help break the myth that machine dishwashers are not meant for India”.
With the launch of this product, the brand aspires to cover the demand from dishwasher owners and also build the Machine Dishwasher segment in the country.
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