P.&G.’s Chief on Whether Brand Loyalty Is Enough When Prices Keep Climbing

Featured among the glass cases in Procter Gamble’s Heritage Center are household brands like Tide detergent, Pampers diapers and Gillette razors. There’s also an Emmy statuette.

That was for the company’s role in creating one of the most enduring television formats: soap operas. In the early 20th century, a P.G. executive had the idea for a radio program that could both entertain and push the company’s cleaning supplies.

Reaching consumers today is more complicated, Shailesh Jejurikar, a P.G. lifer who became chief executive in January, said in a recent interview at the company’s headquarters in Cincinnati.

Years of inflation, economic jitters and a changing media landscape have made it challenging to persuade customers to buy the consumer giant’s brand-name products. Sales growth at P.G. has slowed for years as households with lower incomes are increasingly turning to store brands, which are usually priced lower than P.G.’s products.

Article source: https://www.nytimes.com/2026/10/04/business/procter-gamble-shailesh-jejurikar.html