A hundred percent locally manufactured product, Diva Detergent Powder marketed by Hemas Manufacturing won the Silver Award for Product Brand of the Year at the Brand Excellence Awards Ceremony held by Sri Lanka Institute of Marketing (SLIM) recently, demonstrating that innovative marketing strategies coupled with empathy with the consumer bring positive results and recognition.
The SLIM Brand Excellence Awards celebrate brand excellence at a national level and reward the outstanding efforts of marketers. The Awards endeavour to encourage best practices in branding, and raise local brands to global standards enhancing the image of marketing in the country.
Fiona Juriansz Munasinghe, the General Manager, Marketing, at Hemas Manufacturing said “We are proud and delighted to clinch a Silver Award for Diva at SLIM Brand Excellence. Winning the award justifies all the hard work that has gone into offering a product that makes the housewife’s life easier.”
Diva was introduced to the market 14 years ago in 2003 with the objective of transforming the lives of consumers. Till then, washing powder was used only by the upper middle class as it was expensive. 83% of Sri Lankan housewives used soap to wash clothes and it was both time consuming and tiring. Diva was launched to convert soap users to switch to detergent powder, which makes laundry effective, efficient and economical. Washing clothes speedily enables the housewife to spend more quality time with the family.
Diva Detergent Powder has continued to introduce new fragrances with improved formulations that make washing clothes easier and quicker, leaving the washed clothes pleasantly fragrant. In addition, Diva consistently endeavours to make dreams come true for its consumers, especially by its long standing iconic ‘Idame Wasanawa’ consumer promotion.
Laundry is something that the housewife is never appreciated for, but Diva on the other hand has demonstrated that it understands that laundry is tiring and boring and strives to show appreciation to the consumer by making the product innovative and exciting, keeping the needs of the customer at heart.
Minoli de Alwis, Assistant Brand Manager – Home Care, at Hemas added “Diva comes in a range of carefully crafted variants that appeal to Sri Lankans and go hand in hand with the nation’s deep-rooted cultural heritage using flowers and fragrances that appeal to Sri Lankans.” The range of fragrances that Diva Detergent Powder offers include Lemon & Lime, Rose & Lime, Jasmine & Lime and Sepalika & Lime and distinctive colours of the packaging are designed to attract Sri Lankan ladies who purchase the brand. Hemas also markets Diva Detergent Soap available in Jasmine, Lime and Lemon variants.