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Consumer review group aids FMCG firms plot future

A loyal Colgate user, who recently registered himself on Hometesterclub.com, was in for a pleasant surprise.

business Updated: Jul 05, 2011 01:08 IST
Rachit Vats

A loyal Colgate user, who recently registered himself on Hometesterclub.com, was in for a pleasant surprise.

After analysing his profile, South Africa-based Buchanan Group, which runs the consumer-to-consumer social network of shoppers, sent him a Himalaya toothpaste. Impressed, the consumer took no time to shift loyalty and left a testimonial on Hometesterclub.com.

Hometesterclub.com, a new digital-to-home initiative which gives more powers in the hands of consumers, profiles users and sends them FMCG products for consumption purposes. http://www.hindustantimes.com/images/HTPopups/050711/05_07_11-buss27.jpg

Hindustan Unilever, Cadbury, KavinKare, Himalaya, Abbot are some of the brands already being tested by consumers.

“Brands are available in the market and consumers are anyways buying them. What we are doing is based on the consumer’s profile we are sending them the newly-launched products and requesting them to share their experience,” said Sanjeev Singhai, business director, Indian sub continent, Buchanan Group.

Hometesterclub.com is focusing on building scale and is seeing members from across the country logging in as members.

“Our aim is to publish uncensored and unbiased reviews based on the actual experience of the new product at home. No member is remunerated or incentivised in any way to positively rate or review a product,” said Singhai.