Empowering Sri Lankans with superior and affordable laundry care solutions is at the heart of Diva. With a rich history of providing high-quality laundry care solutions to Sri Lankan households, this true Sri Lankan brand has kept its undivided attention on becoming one of the most embraced household brands in the country.
A homecare brand, ahead of its time.
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.
Keeping consumers at our core
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.
Consistent upgrades to address constant evolving
In 2010, Diva relaunched its detergent powder with a renewed formula and lemon fragrance. This new product was offered with an introductory 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.
New solutions for new challenges
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.
Venturing into new territories
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 superior product at an affordable price point. Diva also became the first brand to launch the liquid refill in the laundry category. In 2021, Diva widened its laundry portfolio with the Araliya and Lime Detergent powder adding a new freshness to the range. This new floral fragrance comes across as another industry first in the laundry category.
Native brand addressing native needs
Diva’s flagship products are infused with superior fragrance, fibre clean technology and optical brighteners, making the brand a smart choice among the Sri Lankan housewives. 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.
