Wheel – freedom from hard work

Wheel is the HUL detergent brand for the ‘Striving’ segment. It was launched in 1987 to cater to the mass market. Whether Wheel was the result of a reactive strategy from HUL to combat the onslaught of Nirma is a debatable issue. Over the years Wheel has becomes India’s most widely used detergent.

Wheel provides the benefit of ‘heavy-duty laundry’. The color of the brand is greenish yellow and its logo has a sliced lime – both symbolizes the heavy-duty cleaning benefit of the brand.

Wheel was… Continue reading