History of Brite
The 'Brite' brand was introduced by Colgate-Palmolive in India during the late 1960s as part of their
strategy to enter the laundry detergent market. Positioned as a value-for-money product, Brite aimed
to cater to the needs of the burgeoning middle class in India, offering a cost-effective yet
effective cleaning solution. The brand quickly gained popularity due to its affordability and the
company's aggressive marketing campaigns, which emphasized the detergent's ability to deliver
'whiter than white' clothes.
Throughout the 1970s and 1980s, Brite became a household name in
India, competing with other established brands in the market. However, with the liberalization of
the Indian economy in the 1990s and the influx of new international and domestic competitors,
Brite's market share began to decline. Colgate-Palmolive eventually shifted its focus to other
personal care and oral hygiene products, leading to a gradual phase-out of the Brite brand. Despite
its decline, Brite remains a significant part of Colgate-Palmolive's history in the Indian detergent
market.