Diva redefines the face of laundry in Sri Lanka
Diva is a leading laundry care brand of Hemas Consumer Brands with a rich history of providing superior laundry care solutions to facilitate the laundry needs of Sri Lankan households. Since its launch in 2003, Diva, a truly Sri Lankan brand set itself on a journey to becoming one of the most embraced household brands in Sri Lanka with the focus on providing the best value for money products. Diva continued to expand its product range while providing affordable access to laundry wash solutions. Empowering Sri Lankans with affordable laundry care solutions was at the heart of Diva while the brand soon became the smart choice of housewives. Interestingly, Diva’s flagship products are infused with a superior formula of perfume magic, fibre clean technology and optical brighteners.
Diva launched its Detergent powder in 2003 with the aim of providing a convenient alternative for laundry soap users. Even though the market was dominant with laundry soap, the brand’s efforts to educate and create awareness on the advantages of detergent powder and change consumers’ perception about detergent powder enabled Diva to win the hearts of local consumers who embraced it as a highly effective laundry care product.
The year 2010 was significant for Diva as the brand relaunched its Detergent powder with a renewed formula and lemon fragrance and also introduced a 1kg pack, which was sufficient for an entire month’s usage for a family. Diva focused on catering to the laundry care needs of different consumer segments with the launch of Diva washing powder sachets at a highly affordable price. In 2011, Diva launched a new soap range with the aim of providing more choices in the laundry market.
Diva added excitement to the consumers through its trademark “Idame Wasanawa” competition which enabled Diva users to become owners of land plots. The highly sought after “Idame Wasanawa” competition was launched from 2011 onwards offering more than 25 land plots to lucky winners.
In 2013, Diva Detergent powder was relaunched with a triple action formula, optical brighteners, and significantly improved lemon and lime fragrances. The triple action formula indeed proved to be highly effective and faster. The brand made every effort to ensure that the product was able to perform at optimal levels thus giving back highly valuable time specially for mothers to spend with their family. During the same year, Diva relaunched its soap range in three new variants including Jasmine and Lime. In 2018, Diva relaunched its Detergent powder portfolio with fibre clean technology, which revolutionized the cleaning formula to provide superior cleaning and freshness followed by the relaunch of Diva Detergent powder with Perfume magic in 2019.
The year 2020 was a landmark year for Diva as the brand expanded its portfolio into the liquids category with premium products catering to the consumers who were seeking superior liquid products for laundry purposes. The brand introduced its sub brand Diva Power in October 2020, offering powder and liquid under two propositions: Germ Guard & Colour Guard offering another great value for money product. Diva also became the first brand to launch the liquid refill in the laundry category. The latest addition to Diva’s laundry portfolio is the Araliya and Lime Detergent powder, which adds a new freshness to the range. This new floral fragrance comes across as another industry first in the laundry category.
During the journey spanning over 18 years, Diva has been able to support Sri Lankans with superior laundry wash solutions while positioning itself as a local household brand who understand the local consumers evolving needs. Following the footsteps of Hemas Consumer brands, Diva will continue to uplift the lives of Sri Lankans and cater to the increasing demand in the laundry care segment.
About Hemas Consumer
Hemas Consumer, a leading manufacturer in Sri Lanka’s Home and Personal Care sector is a subsidiary of Hemas Holdings PLC. Established in 1948, Hemas started with a simple intent to help families live healthfully. Today, as a leading public quoted company with over 4,500 employees, Hemas brings healthful living to life through a portfolio of world-class products and services in the Consumer, Healthcare and Mobility sectors. Hemas continues to invest in diverse and passionate teams, create meaningful offerings, cultivate trusted partnerships, and champion a more inclusive world.