This case is based on the marketing research initiative of Firmenich, one of the largest privately owned organizations in the perfumery and flavor industry in the world. The objective of the marketing research was to obtain insights on preferences of low-income consumers of India with respect to soaps that would improve their hygiene and consequently their health. The organization has to its credit many leading perfumes and flavor brands. Some of Firmenich's clients manufacture soap and related personal care products and use Firmenich products extensively.
Firmenich believed that insights from their clients about the preferences of these low-income consumers will help them develop new fragrances that will significantly increase the use of soap, as well as other innovative products that might improve health and hygiene among low-income consumers.
In order to undertake the research, Firmenich has partnered with the Naandi Foundation and Mahindra Pride School. Both these organizations work for social causes and have expertise in dealing with low-income consumers. The familiarity of the partners with the activities of daily life in low-income communities and Firmenich's ability to adopt innovative research methodology has helped in co-creating a product, which hopefully will be used by these consumers regularly.