From Dove shampoo to Pampers diapers, top FMCG brands announce price cuts after GST rejig; check old vs new MRP

Leading fast-moving consumer goods (FMCG) companies, including Procter & Gamble, Hindustan Unilever Ltd (HUL) and Emami, have announced price cuts on soaps, shampoos, toothpaste, diapers and other essentials from September 22, passing on the government’s recent reduction in goods and services tax (GST) rates to consumers.

The move follows the GST Council’s decision earlier this month to simplify the tax structure by merging the existing 12% and 28% slabs into two rates of 5% and 18% for commonly used products.

Procter & Gamble said it had revised maximum retail prices across brands, including Vicks, Head & Shoulders, Pantene, Pampers, Gillette, Old Spice and Oral-B.

The price of Head & Shoulders Cool Menthol shampoo (300 ml) will drop to ₹320 from ₹360, while Pampers diapers and wipes will also see reductions as taxes on baby care items fall to 5%. A Gillette shaving brush will now cost ₹75, down from ₹85, and Old Spice after-shave lotion (150 ml) has been cut to ₹284 from ₹320.

Home-grown Emami Ltd said it has lowered prices across its Boroplus, Navratna, Zandu, Kesh King and DermiCool portfolios.

For instance, Boroplus Ayurvedic Antiseptic Cream (80 ml) will now cost ₹155 compared with ₹165, while Zandu Balm (25 ml) has been reduced to ₹118 from 125. Prices of Boroplus sandal soaps and Zandu Sona Chandi health supplements have also been revised downward.

HUL, the country’s largest FMCG company, said it will reduce prices on Dove, Sunsilk, Clinic Plus and Lux soaps, along with Horlicks, Boost, Kissan Jam and Bru coffee.

Dove Hair Fall Rescue shampoo (340 ml) will fall to ₹435 from ₹490, while a four-pack of Lifebuoy soap (75 gm each) will be priced at ₹60, down from ₹68. Horlicks Chocolate (200 gm) has been reduced to ₹110 from ₹130, and BRU Coffee (75 gm) to ₹270 from ₹300.

The government’s GST revisions cut rates on personal care products, packaged foods and oral care items to 5% from 18%.

Here’s a list of products with slashed MRP announced by FMCG makers Procter & Gamble (P&G), Emami, and Hindustan Unilever (HUL) effective September 22, 2025:

Procter & Gamble (P&G)

Emami

Hindustan Unilever (HUL)