The segment is a far cry from what it was in Liril's heydays. It was Liril which created the 'lime' segment 25 years ago. Over time, however, other brands, and categories, have clambered onto the lime bandwagon. This trend was sparked off by Cinthol in the late 1980s. With the arrival of these and other brands, the market of lime-based soaps has been getting a mite crowded.
Fear is, the 'lime-based' differentiation is getting diffused.
Turn to Liril's customer now. The core buyer was young in the 1970s and '80s. Thus reasons Lever. It would be foolish to assume HLL never thought of it before. Earlier attempts did not work.