Abstract

With the change in the lifestyle of the people the taste and preferences of the people are
changing. The personal care products are now becoming the necessity of the people in India.
With the change lifestyle of the consumers and increase in the personal disposable income,
people are now focusing more on hygiene and therefore increase use of facial wipes.
There is a change in consumer buying behavior in the last few years, with brand awareness
increasing and personal grooming is becoming a necessity more than just a desirable habit. It
is due to this reason that the Aditya Birla Group launched a new brand KARA with a new
USP.
Kara is a brand name of Wet wipes from the place of Grasim Industries, Aditya Birla Group.
Among its diverse variants, Refreshing facial wipes are the most offering wipes in the
shopper market.
My project title was study of alternate channels to promote Kara wipes in Agra market in
Grasim Industries, Aditya Birla Group. The objective of my project was to find out the means
to promote Kara wipes and to create new areas for the product that can be potential. It also
involves the work to find out the measures to keep the product ahead of its competitors such
Johnson & Johnson, Mee Mee, Good Look, Himalya, Mistique and last but not the least the
Chinese wipes products.
For brand promotion and widening the horizon for the new products launched by the
company we sampled Kara in almost all major markets and malls of Agra such as Raja ki
Mandi, Kamla Nagar, Sadar Bazar, shastripuram, New Agra, Dayal Bagh, Fathehabad road
malls, Bigbazar, Omaxe mall etc. which also resulted into generating the awareness of the
brand and it provided a chance to the people to use Kara at free of cost first time. Once they
are fond of the product, they will voluntarily buy the product and will become its regular user.
Without collection of statistical data and its analysis any project is incomplete, thus, I
surveyed 200 people by way of questionnaire and collected some secondary data from
internet to understand and analyze the exact situation of the market. Analysis part was done
through interviews and surveys of the retailers and surveys of the shoppers.