BANGALORE: Karnataka Soaps and Detergents Ltd will launch the costliest soap in the country. Priced at Rs 720 per piece, the soap Super Millennium, is expected to hit the market in January next year. This will be one of the best soaps ever to be manufactured by the company. The soap contains pure sandalwood oil along with skin conditioners instead of creams.Chief Minister DV Sadananda Gowda will launch the new product in January, said D N Vasanth Kumar, GM, marketing of KSDL.He told Express that after rigorous research and development, the company has launched the product. Perhaps, no other soap manufacturing company in the country has tried this combination.“According to me, the Super Millennium is the mother of all our products and it is will be received well by our customers. The KSDL is targeting rich and elite customers in India, and abroad who will give less importance to the price factor if the product is good, genuine and reliable.”Banking on the goodwill enjoyed by the company, KSDL is targeting people from high-end of the society and planning to put the Super Millennium on sale in super markets besides, its retail outlets. Reportedly, brand loyalty of the customers is quite high. There are customers who write to the company even if they come across a small change in fragrance or packaging.As seen, this is one of the biggest advantages that the company has been enjoying for over thirty years. The sale of KS&DL products has been good with 35 per cent volume growth and 78 per cent industry growth.The company is likely to make a profit of around Rs 10 crore in its current fiscal despite 100 per cent increase in the price of pure sandalwood oil, the GM noted.Vasanth Kumar noted that the market is flooded with so-called sandalwood soaps even though they do not contain sandalwood oil. This is quite disturbing. The sale of KSDL in Andhra Pradesh was hit for many months because of such soaps.However, now the sale has picked up slowly due to active campaigning by the company. The sandalwood gold soap has been making a good name in the industry even though it is priced at Rs 60 per piece. “People who were using other brands are now addicted to our gold soap,” the GM noted.He said plans are afoot to come out with two new products-perfume in the brand name of Mysore Magic and liquid body wash. Results of test trails of these two products have been encouraged.
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