P&G India is pioneering the creation of a new segment within the laundry category by introducing a laundry product, Ariel PODs, which is sold in single-use tablets.
In many countries around the world, Laundry PODs are already popular as the most convenient way of doing laundry.
Ariel 3in1 PODs, launched in India very recently, are pre-dosed washing capsules, filled with concentrate liquid detergent. It is 3-chambered PODs providing the consumers with a 3in1 HD Clean benefit – cleaning, stain removal and brightness.
Speaking about the launch of the new product, Sharat Verma, Chief Marketing Officer, P&G India and Vice President, Fabric Care said, “Ariel PODs is our latest laundry innovation globally and were developed by P&G after years and years of research and development. It promises to transform your laundry experience from being a mundane, time-consuming and complicated task, to one which is fun and convenient.”
Ariel PODs are innovatively designed, with a water-soluble film holding concentrated liquid detergent in 3 chambers. When a POD is placed into a washing machine, the film dissolves completely in wash, leaving no residue.
The 3 compartments work together to provide a brilliant laundry experience to the user, with impeccable cleaning, tough stain removal, and brilliant brightness that makes whites brighter and colours more vibrant.
It is suitable for both Top and Front Load Fully Automatic washing machines.
Celebrated Chef Sanjeev Kapoor, who also Ariel’s Brand Ambassador, added, “Just like cooking is an experience, even laundry with Ariel PODs can be a unique experience.”
Ariel PODs are now available at select stores and e-commerce websites. They are going to be available in 2 sizes – 18 and 32 count packs, priced at Rs. 432 and Rs. 704 respectively.
The launch is going to be supported with a digitally-led campaign to create awareness about PODs now being available in India.