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 re-launched in 2001. The new positioning of the brand is: ‘best clean with less effort’. Tagline of the brand is: ‘Mehnat Se Azadi’ or ‘Freedom from Hard work’. This has dual-meaning: on one hand hard work refers to the efforts put in washing clothes and on the other hand it refers to the daily hard work that Wheel’s target segment of typical Indian mass consumer is exposed to. The Wheel ads consequent to its positioning shows middle class people and stresses on the point of saving. A recent TV ad which plays the famous song ‘Pal pal dil ke pass’ has the tagline: ‘Mehengi wali dhulai budget mein samai’.