Chennai: In order to cut into the Tamil Nadu shaving blade market Gillette India Ltd, part of Procter & Gamble group, has shaved off nearly 50 per cent of Vector Plus brand product''s retail price-twin blade and razor.

The company has reduced the price of Vector Plus razor to Rs29 from Rs49 and that of the twin blade to Rs20 (2 cartridges) and Rs38 (4 cartridges). The earlier prices of the twin blades were Rs35 and Rs65 respectively.

Declining to reveal the company''s market share in the state and the reason for the sudden price cut marketing manager Sumeet Narang said the price cut is restricted to Tamil Nadu only and not across the markets where the company is present. He does not expect Vector Plus eating into the sales of other brand like Mach 3 Turbo after the recent price cut. "The value delivered by the two products is different."

According to Narang the total shaving blade market size in India is around Rs600 crore of that Rs200 crore would be the share of twin blades. The rest is garnered by the traditional safety razors using the flat double edged blades. Gillette India is also present in the traditional safety razor market.