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Harpic undergoes a change in formulation inspired by consumer’s needs

Published on March 14, 2022

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Harpic, the leading brand in the lavatory care category, changes its original blue with an improved formulation making it thicker and better. The ‘New’ Harpic provides a uniformly thicker coating on the toilet bowl, making it more efficient in cleaning the toilet bowl.

Reckitt India with the all new Harpic pack has launched it’s first-of-its-kind Artificial Intelligence enabled encryption technology to showcase product authenticity over other blue bottles in the market. With this new addition to the packaging on select Harpic packs, consumers will be able to scan the encrypted QR Code to personally verify the product’s manufacturing and origin.

On the announcement, Saurabh Jain, Regional Marketing Director, South Asia – Hygiene, Reckitt, said, “With a strong heritage for over 100 years, Harpic, is committed to providing an enhanced consumer experience by bringing in new solutions that cater to the evolving consumers’ needs. The new Harpic formulation is 20% more viscous than before, enabling the consumer to spread/coat the toilet bowl with ease, leading to a cleaner, germ-free, and sparkling toilet.We are the first toilet cleaning brand in India to bring in AI encrypted QR code technology on our packs. This technology helps consumers verify the authenticity of the product and to drive better engagement by providing them with tips and ways to keep their toilets clean and hygienic.”

Dr. Skand Saksena, R&D Director, South Asia – Hygiene, Reckitt highlighted, “It is our responsibility to push boundaries and continue to make Harpic a superior and preferred brand. Evolving consumer needs call for improved product formulations that can provide an enhanced consumer experience. Harpic’s new thicker formulation makes the product a lot more efficient in cleaning stains, resulting in the liquid sticking to the bowl for longer which leads to longer contact times enabling a more efficient cleaning experience. With the improved formulation, Harpic provides consumers with a superior toilet cleaning experience.”

On scanning the QR codes, consumers will be redirected to a page asking to share a picture of the Harpic bottle, post which a verified tick will flash on the screen, thus confirming the authenticity of the pack. New thicker Harpic Toilet Cleaner is available in 200 mL, 500 mL and 1L packs, priced at INR 40, INR 93 and INR 195 respectively. The QR code-enabled select packs are now available at offline and online stores across markets in India.

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