HUL Announces Price Reductions for Dove Shampoo, Kissan Jam, and Horlicks Following GST 2.0 Implementation

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September 14, 2025

Hindustan Unilever Cuts Prices as New GST Rates Offer Consumer relief

New Delhi – Hindustan Unilever Limited (HUL), India’s leading Fast-Moving Consumer Goods (FMCG) company, is set to lower prices on a wide array of it’s products, including staples like Dove shampoo, Horlicks, Kissan Jam, and Lifebuoy soap, beginning September 22nd. this move coincides with the implementation of GST 2.0, bringing meaningful tax reductions on numerous everyday items and easing the financial burden on Indian households.

Price Adjustments Across Key HUL Products

According to a recent company declaration disseminated through newspaper advertisements,consumers can anticipate savings on several frequently purchased goods. A 340 ml bottle of Dove shampoo will now be available for Rs 435,a reduction from its previous price of Rs 490. Similarly,a 200 gm pack of Horlicks will retail at Rs 110,down from Rs 130,and a 200 gm jar of Kissan Jam will be priced at Rs 80 instead of Rs 90. A popular bundle of four 75 gm Lifebuoy soaps will also see a price decrease to Rs 60, compared to the earlier Rs 68.

HUL has stated that stores are progressively receiving new stock reflecting these revised prices, and in some cases, slightly larger product sizes are being offered to maintain value. Though, the company acknowledged that implementing price changes on smaller, sachet-sized products may pose a logistical challenge, as no official guidance has been issued regarding updating pricing stickers on these smaller formats.

GST 2.0: A Broad Spectrum of Savings

The price reductions by HUL are directly linked to the recent rollout of GST 2.0 by the GST Council,spearheaded by Finance Minister Nirmala Sitharaman. This initiative has substantially lowered tax rates on a broad range of essential food items and consumer products, aiming to make daily necessities more affordable for consumers nationwide.

Key changes under GST 2.0 include a reduction to zero percent GST on UHT milk, paneer, pizza bread, rotis, and khakhras, down from the previous 5 percent. Parathas and parottas,previously taxed at 18 percent,are now also exempt from GST. Moreover, butter, ghee, and cheese will be subject to a reduced 5 percent GST rate, down from 12 percent.

hear’s a detailed look at the price adjustments:

Product	Old Price (Rs)	New Price (Rs)
Dove Hair Fall Rescue Shampoo (340 ml)	490	435
Clinic Plus Strong and Long Shampoo (355 ml)	393	340
Sunsilk Black Shine shampoo (350 ml)	430	370
Dove Serum Bad (75 g)	45	40
Lifebuoy Soap (75g x 4)	68	60
Lux Radiant Glow Soap (75g x 4)	96	85
Closeup Toothpaste (150 g)	145	129

Did You Know? The Indian FMCG sector is the fourth largest in the world and is highly sensitive to changes in tax regulations and consumer spending patterns.

Pro Tip: Always compare prices across different retailers to ensure you’re getting the best possible deal, even with the new GST rates and HUL price cuts.

Impact on Consumer spending

Analysts predict that GST 2.0, combined with price adjustments from major players like HUL, will stimulate consumer spending and provide much-needed relief to household budgets. the reduced tax burden on essential items is expected to free up disposable income, potentially boosting demand across various sectors of the economy.

What impact do you anticipate these price cuts will have on your household budget? Will these savings influence your purchasing decisions?

Understanding GST and its Impact

The Goods and Services Tax (GST), introduced in India in 2017, is a extensive, multi-stage, destination-based tax levied on every value addition. It has fundamentally reshaped the Indian tax landscape, replacing a multitude of indirect taxes with a single, unified system. The GST Council, comprising representatives from the central and state governments, regularly reviews and adjusts GST rates based on economic conditions and policy objectives.

Recent trends indicate a growing emphasis on simplifying the GST framework, reducing compliance burdens for businesses, and ensuring a more equitable distribution of tax revenue between the center and the states. These ongoing reforms are crucial for fostering sustainable economic growth and enhancing the competitiveness of Indian industries.

Frequently Asked Questions about HUL Price Cuts and GST 2.0

• What is GST 2.0? GST 2.0 refers to the recent revisions made to the Goods and Services Tax rates, reducing taxes on numerous essential items.
• which HUL products are experiencing price cuts? Dove shampoo, Horlicks, Kissan Jam, Lifebuoy soap, and several other HUL products will be cheaper starting September 22nd.
• Will the price reductions apply to all pack sizes? While larger packs will reflect the new prices, updating smaller sachets may take time due to logistical challenges.
• How will GST 2.0 affect my overall expenses? The reduced GST rates on essential items are expected to lower household expenses and increase disposable income.
• Where can I find a complete list of GST rate changes? Information on GST rate changes is available on the official website of the Central Board of Indirect Taxes and customs (CBIC).
• When will the new prices be available in stores? HUL has stated that the revised pricing will be gradually rolled out across stores starting September 22nd.
• What is Hindustan Unilever’s role in these price changes? HUL is passing on the benefits of GST reductions to consumers by lowering the prices of its products.

Share your thoughts on these welcome price reductions in the comments below!

What specific changes in GST 2.0 prompted HUL to reduce prices on Dove, Kissan, and Horlicks?

Understanding the impact of GST 2.0 on FMCG Pricing

The recent implementation of GST 2.0 has triggered a ripple effect across the Fast-Moving Consumer Goods (FMCG) sector in India. Hindustan Unilever Limited (HUL), a market leader, has responded by announcing price reductions on several popular products, including Dove shampoo, Kissan jam, and Horlicks. This move is a direct consequence of revised tax rates under the new GST regime and aims to benefit consumers while maintaining market competitiveness. This article delves into the specifics of these price cuts, the reasoning behind them, and what it means for shoppers.

Detailed Breakdown of Price Reductions

HUL’s decision to lower prices on these specific brands isn’t arbitrary. It reflects a careful analysis of the GST 2.0 impact on input costs and consumer demand. Here’s a detailed look:

* Dove Shampoo: Price reductions range from 3% to 7%, depending on the variant and pack size. This makes Dove more accessible to a wider consumer base, especially in the competitive hair care market. Expect to see savings of approximately ₹10-₹30 on commonly purchased Dove shampoo bottles.

* Kissan Jam: Kissan jam, a household staple, will see price cuts of around 5% to 8%. This is particularly meaningful given the rising cost of fruits and sugar,key ingredients in jam production. Consumers can anticipate savings of ₹5-₹15 per jar.

* Horlicks: HUL has implemented price reductions of 2% to 5% on Horlicks health drink powders. This adjustment is likely driven by a reassessment of the product’s tax classification under GST 2.0 and aims to maintain its position in the health and wellness segment. Savings will be in the range of ₹8-₹25 per pack.

These reductions are being rolled out across various retail channels, including supermarkets, grocery stores, and online platforms.

Why HUL is Lowering prices Now: A Strategic Analysis

Several factors contributed to HUL’s decision.Understanding these provides insight into the broader FMCG landscape:

1. Favorable GST Rates: GST 2.0 brought about changes in tax rates for certain raw materials and finished goods. HUL has capitalized on these favorable adjustments to reduce the overall cost of production.
2. Increased Competition: The FMCG sector is intensely competitive. Lowering prices allows HUL to maintain and possibly increase its market share against rivals like P&G, Nestle, and local brands.
3. Consumer Sentiment: With inflationary pressures still present, consumers are highly price-sensitive. Offering lower prices demonstrates HUL’s commitment to affordability and value.
4. Supply Chain Optimization: HUL has been actively optimizing its supply chain to reduce costs. This, combined with the GST benefits, has created an opportunity for price reductions.
5. Passing on Benefits: HUL has publicly stated its intention to pass on the benefits of GST 2.0 directly to consumers, reinforcing its brand image as consumer-centric.

Impact on Consumers and the Market

The price reductions are expected to have a positive impact on consumers,particularly those in the middle-income group.Lower prices mean increased purchasing power and the ability to buy more essential goods.

* Increased Demand: Reduced prices typically lead to increased demand. HUL anticipates a boost in sales volume for Dove, Kissan, and Horlicks.

* Competitive Pressure: Other FMCG companies may follow suit, leading to a broader price war and further benefits for consumers.

* market Share Dynamics: The price reductions could shift market share among competitors,with HUL potentially gaining an advantage.

* inflationary Relief: While not a complete solution, these price cuts offer a small measure of relief from ongoing inflationary pressures on household budgets.

GST 2.0: Key Changes Affecting FMCG

GST 2.0 brought several key changes impacting the FMCG industry:

* Rationalization of Tax Rates: Certain goods and services saw their GST rates adjusted, either upwards or downwards.

* Simplified Compliance: The new system aims to simplify GST compliance procedures, reducing the burden on businesses.

* Enhanced Input Tax Credit (ITC): Improved ITC mechanisms allow companies to claim more credit on taxes paid on inputs, lowering their overall tax liability.

* Focus on Anti-Profiteering: The government is closely monitoring companies to ensure they pass on the benefits of GST reductions to consumers, preventing profiteering.

Where to Find the Best Deals: Online vs. Offline Retail

Consumers can find these reduced prices both online and in brick-and-mortar stores. However, the best deals may vary depending on the retailer and ongoing promotions.

* Online Retailers: E-commerce platforms like Amazon,flipkart,and JioMart often offer additional discounts and cashback offers on FMCG products.

* Supermarkets & Hypermarkets: Large supermarket chains frequently run promotions and offer loyalty rewards, which can further reduce prices.

* Grocery Stores: Local grocery stores may offer competitive prices, especially on frequently purchased items.

* **Direct