In the land of Ganges

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In the land of Ganges
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only 2 per cent of 1.2 billion Indians own a
washing machine. A lifetime experience -
watching people wash clothes on the banks of
river Ganges A lesson for all new players
planning to enter the Indian market
russell davies Great start. Makes me instantly
realise that the rules are different here.
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Laundry Care An overview

• The Indian fabric wash market consists of
  synthetic detergents (comprising bars, powder and
  liquids) and oil-based laundry soaps
• Per capita consumption of detergent in India (2.7
  kg pa) is lower than any other country
• Laundry care current value sales grew 5 in
  2005-06 over 2004-05 to Rs. 66.9 billion
• Laundry care forecast to grow at modest 2 CAGR
  from 2005 to 2010 to Rs. 72.1 billion

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Popular brands
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A closer look
russell davies This is all good. Good overview.

• The synthetic detergent market can be classified
  into premium (Surf, Ariel), mid-price (Rin,
  Henko, Tide) and popular segments (Nirma, Wheel,
  Mr. Clean)
• They account for 15, 40 and 45 of the market
  respectively, which is only 60 per cent of the
  total market
• Regional and small unorganized players still
  account for a significant 40 of the total
  detergent market
• The product category is fairly mature and is
  dominated by two players, HLL and Nirma
• Nirma, Henkel and regional brands have grown in
  double digits
• Hindustan Lever Ltd and Procter Gamble have
  witnessed lower volume growth of 5-6

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From bars to powders
russell davies Good too.

• Upgradation from bars to powders. So companies
  are actively pushing powder detergents
• Fragrance is the main differentiation in laundry
  detergents and laundry aids
• Laundry aids is growing fastest in current value
  terms
• To gain lions share of the market and enter the
  rural market, most brands are introducing lower
  price sachet packs

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Eco-Friendly enters India
russell davies Specific, practical thoughts.
Good ideas.

• Eco-Friendly (considering that as the brand name)
  must have two different products in its
  portfolio Premium Mid-range
• Premium Liquid format
• Mid-range Powder format
• The premium range to target urban dwellers with
  washing machine
• Mid-range for semi-urban/rural dwellers with an
  extra product benefit - less water to rinse, acts
  as a starch, cloth softener
• Play the price game carefully. Remember were
  value seekers
• Eco-friendly packaging made from recycled Plastic
  or Tin container. Measuring cup inside every pack.

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Eco-Friendly Always a garments friend
russell davies Not sure you need this. I guess
it might depend what you said over it, but it
doesnt feel like part of the argument.
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For a friendly cause
russell davies Great. Two smart, locally
relevant and distinctive ideas. Very good.

• Everyone wants to market their brand.
  Eco-Friendly wants too. But differently
• Were Eco-Friendly. Our approach is always
  friendly
• Were friends to the 15 million washman families
  across India
• Washmen are our brand evangelists
• We help create opportunities, jobs for them
• They tell their customers, Were Eco-Friends
• Were friend to the River Ganges. We stand for
  the Save Ganges Movement. A movement that will
  save the river from water pollution, desalting,
  cleaning

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Thank you
russell davies Thank you.