Hindustan Unilever (HUL) has announced a major price revision across its popular consumer products effective September 22, 2025, following recent reforms in the Goods and Services Tax (GST). The price cuts cover a wide range of HUL staples, including Dove, Lux, Lifebuoy, Bru Coffee, Horlicks, Kissan Jam, and more. This move aims to pass on the benefits of GST reduction directly to consumers, making everyday essentials more affordable.
HUL has revised prices for several of its hair care products:
Dove Hair Fall Rescue Shampoo (340 ml): Reduced from ₹490 to ₹435
Clinic Plus Strong and Long Shampoo (355 ml): Reduced from ₹393 to ₹340
Sunsilk Black Shine Shampoo (350 ml): Reduced from ₹430 to ₹370
Consumers will benefit from these cuts immediately as the new stock with revised MRPs hits retail shelves across India.
Personal hygiene products are also part of the price revision:
Dove Serum Bar (75 g): Now ₹40 from ₹45
Lifebuoy Soap (75 g x 4): Now ₹60 from ₹68
Lux Radiant Glow Soap (75 g x 4): Now ₹85 from ₹96
These reductions make daily hygiene products more accessible to a wider segment of consumers.
HUL has adjusted prices for oral care and cosmetic items as well:
Closeup Toothpaste (150 g): ₹129, down from ₹145
Lakme 9 to 5 pm Compact (9 g): ₹599, down from ₹675
These changes reflect HUL’s commitment to offering premium products at more affordable prices, benefiting both urban and semi-urban consumers.
Popular beverages and nutritional drinks from HUL are also seeing price cuts:
Horlicks Chocolate (200 g): ₹110 from ₹130
Horlicks Women’s Plus (400 g): ₹284 from ₹320
Bru Coffee (75 g): ₹270 from ₹300
Boost (200 g): ₹110 from ₹124
These cuts aim to make HUL’s health-focused and energy products more appealing, particularly to budget-conscious households.
HUL’s food and condiment products are part of the price adjustment as well:
Kissan Ketchup (850 g): ₹93 from ₹100
Kissan Jam (200 g): ₹80 from ₹90
Knorr Tomato Soup (67 g): ₹55 from ₹65
Hellman’s Real Mayonnaise (250 g): ₹90 from ₹99
The price reduction in these pantry staples provides direct savings to consumers, encouraging higher consumption and loyalty toward HUL products.
HUL cited GST reforms as the primary reason for these price revisions. The government’s directive requires companies to:
Reflect the benefits of GST reduction in product pricing.
Publish newspaper advertisements to inform consumers of revised MRPs.
Ensure the revised prices are effectively implemented in stores and online channels.
This initiative reinforces HUL’s strategy to remain competitive in India’s FMCG market while passing on tax benefits to end consumers.
With these price cuts, HUL is expected to:
Attract more price-sensitive consumers in urban and rural markets.
Maintain its market leadership in personal care, beverages, and hygiene segments.
Stimulate sales growth during the festive season as consumers are more likely to purchase products at reduced prices.
Market analysts predict that such GST-driven pricing adjustments may influence competitors to revise their product prices, potentially leading to wider affordability in the FMCG sector.
Conclusion
HUL’s decision to cut prices across Dove, Lux, Lifebuoy, Bru Coffee, Horlicks, Kissan Jam, and other products is a strategic move to leverage GST reforms while supporting consumer affordability. With revised MRPs now reaching stores nationwide, HUL demonstrates its commitment to enhancing accessibility, strengthening brand loyalty, and boosting market competitiveness.