In a release the company stated that the price reduction would allow many more Indian consumers to experience the experience of whiteness from Tide and Ariel's stain-removal in every wash.

The stars of Star Plus' soap Kyunki Saas Bhi Kabhi Bahu Thi Smriti Iraani and Apara Mehta unveiled the new pricing of the two products. Iraani added, "Detergents of such superior quality are invaluable for a busy professional like me since they make me spend very little time on my laundry and give me more quality time with my family. I am happy that Ariel and Tide are now within reach for many more women in India."

P&G stated that it talked to over 3,000 consumers across the country and observed over 25,000 washing sessions in consumers' homes. Findings indicated that while the consumers believed in the superior quality of Ariel and Tide pricing was a constraint in using Ariel and Tide on a regular basis.

P&G India's country marketing manager Rahul Malhotra said, "There is an overwhelming consumer-need for superior quality detergents at an affordable price in India. By achieving internal efficiencies in our distribution, manufacturing and raw material cost coupled with the economies of scale that come from sachet price-reduction, we have been able to offer the Indian home-maker the superior cleaning with Tide at just Rs 23 or with Ariel at just Rs 50 for one-month's laundry."

The release further informs that both Tide and Ariel are billion dollar brands in sales for P&G globally.