FMCG major Procter & Gamble has announced to increase the weight of the packs of its popular detergent Tide by 25%. The company also said that this increase in weight of the packs will come without any jump in price.

The company says the strategy behind this move is to increase the penetration of the product and reach out to more home-makers.

The company has already commenced the shipment of these new packages of its two variants Tide 'Chandan' and Tide 'Lemon' and these will be available at the various retail outlets from March 11, 2010. It is expected that the mother brand Tide will also be launched in new packaging with increased weight by March 12, 2010.

Currently the two variants of Tide: Lemon and Chandan are available in 6 sizes 100 gm, 200 gm, 500 gm, 1 kg and 2 kg and 20 gm. But so far, the company has not specified whether the increase in the weights will be across all pack sizes for certain specific ones.

The company stated that over the last three years period the brand has grown by a whopping 250% with a strong 35% year-on-year average growth. In contrast to that the category per say has grown by just 20%.