Market Overview on India Detergent Industry [2016]

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Market Overview on India Detergent Industry
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Summary
Intense rivalry, growth from rural areas,
premiumization, strong marketing campaigns and
brands investing heavily on innovations will
force the market towards sustainable growth. The
first companies to manufacture detergents in
India were HUL and Swastik. HUL test marketed
Surf between 1956 and 1958 and began
manufacturing it from 1959. Swastik launched Det,
a white detergent powder, in 1957. The laundry
soap that had been traditionally used for washing
of cloths had limitations in terms of performing
in highly alkaline or acidic water. These
limitations of soaps led to the development of
synthetic detergents that were superior in
performance. Today, these detergents are a
regular grocery item in the Indian households.
Characterized by immense competition and high
penetration levels the Indian detergent market is
growing with double digits and has entered into
maturity stage.
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According to recently published report of India
Detergent Market Overview , detergent market was
growing with a CAGR of 13.06 from last five
years. Powder detergents are the mostly widely
accepted detergent whereas detergent bars will
demonstrate slow growth in the forecast period.
Liquid detergent is a new product type in India
and has only one big player HUL with Surf Excel
liquid detergent. The detergent market is a
highly competitive one where several brands
compete with each other to get the customers
attention. Each brand claims to clean whiter and
better, boasting of power pearls and of ability
to fight granules, and so on. Hindustan Unilever,
Rohit Surfactants, PG Home Products, Nirma and
Jyothy Laboratories are the major organized
players operating in this industry.
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There are three categories in the organized
market namely popular, mid-range and premium.
Brands in the popular (economy) category were the
major drivers of the market till now. But with
increasing disposable income, rising urbanization
and decreasing price gaps Indian consumers are
all set to shift from economy products to
mid-range and premium category. The detergent
market has already seen a growth period but is
poised for another round of growth with Indian
consumers buying value for money products.
Apart from standard detergent powders, washing
machine powders are also increasingly becoming
popular with growing penetration of washing
machines in the country. However, washing machine
detergents have shown low penetration in rural
areas but hand wash detergents enjoy appreciable
penetration in both rural and urban areas.
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The future value growth of the industry will also
come from rural areas where the national firms
get tough competition from regional and small
unorganized players. They still account for a
major share of the total volume of the detergent
market in rural India due to low pricing.
Manufacturers are increasing their brand
awareness and availability in such remote and
rural areas where kirana stores are still the
major source of distribution channel. Moreover,
brands are investing heavily on innovation and
RD so that their offering becomes more
localized, accessible and affordable to rural
consumers.
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Table of Contents

• Executive Summary
• India Detergent Market Outlook
• 3. India Economic Snapshot
• 4. Channel Partner Analysis
• 5. Competitive Landscape6. Strategic
  Recommendations
• 7. Disclaimer

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