Indian Household Care Market: An Overview

Written by marketresearchdata
Wednesday, 30 December 2009 18:06
The Indian Household Care market is broadly categorized in to:

• Laundry Care – Laundry Detergents, Conditioners & softeners, Laundry Aids

• Dishwashing products – Liquid, Powder, Bars
• Toilet Care
• Disinfectants
• Air Care

Laundry Care –
The Indian Laundry care market is estimated at Rs 92Bn for year 2008, Laundry detergents represents the
major share of the market accounting for more than 85% of the total Laundry care market.

The Indian laundry detergent market is estimated at CAGR of over 11% between 2008-2011. Washing
powders constitute a major chunk of the Indian market up to an approximate of 70%, rest being the soaps &
bars (30%).

Hindustan Unilever (HUL) is the market leader in this segment (approximately 38% market share) followed
by other majors like Ghari, Nirma & Henkel.
The major brands in these segments are Wheel, Ghari, Nirma, Surf, Tide, Rin.

Conditioners & softeners are premium segmented products which are gaining wide importance in the Indian
market as they offer specialized treatment for rigid stains & spots on fabrics. The acceptance of these products
has picked up in the recent years despite of high pricing as they are fast acting & user friendly. Some of the
familiar brands include Comfort fabric softener & Ezee.

Dishwashing Products –
The Indian Dishwashing detergent market is estimated to grow at CAGR of over 26.8% between 2008-2011.
In this segment, Dishwashing soaps/bars dominate the market followed by powder & liquid. Dishwashing
tablets are at a nascent stage as the concept is yet to kick off in the Indian market.
Hindustan Unilever (HUL) is the market leader in this dish wash segment (approximately 57% market share)

Major brands like Vim, Pril, Sabena and Exo compete in the market.

Major Players :

Hindustan Unilever Limited

Financial Information – Gross Sales of Rs 21649.51 crores for the period 2008-09 (Company considered 15
months period)
Segment-wise sales – Soaps, Detergents & Household Care- 49%, Personal products – 29%
Key Products
Wheel became the largest detergent brand of India with annual turnover exceeding Rs. 2000 crores.

• Active Wheel
• Cif
• Comfort
• Domex
• Rin
• Sunlight
• Surf Excel
• Vim

Nirma Ltd
Sales for FY 2008-09 Consolidated Rs 4898.71 Cr & Standalone Rs 3354.06. Cr.
The Detergent and Soap has highest level of penetration in India. During the year under review, sales from the
Soaps & Detergent at Rs.2109.26 Crore accounted for 43.06% of the gross sales on consolidated basis and
62.89% of gross sales on standalone basis.
The production of Detergents for year 2008-2009 was 640281 Tonnes and turnover was 635094 Tonnes
valued at Rs1680.16.

Key Products

• Nirma Washing Powder

• Super Nirma Washing Powder
• Nirma Popular Detergent Powder
• Nirma Detergent Cake
• Super Nirma Detergent Cake
• Nirma Popular Detergent Cake

Ghari Group of Companies

Group turnover for FY 2006-07 of more than Rupees 1000, continuing with an average growth rate of 15 to
20%. In the Indian Detergent Industry it is currently ranked as third largest brand in its category with more
than 16% market share (approx.)

Key Products

• Ghari Detergent Cake

• Ghari Detergent Powder
 • Premium Detergent

P&G
Key Products

• Ariel Front-O-Mat
• Ariel 2 Fragrances
• Tide Detergent
• Tide Bar

Henkel India Ltd

Net sales for year ended 31st December 2008 is RS 46,638 Crs and for the segment Detergents & Cleansers is
Rs 30,781 Crs

Key Products

• Henko Stain Champion

• Mr. White
• Chek

Godrej
Sales for FY 2008-2009 were Rs 1393.0 Cr. Liquid detergents accounts for RS 42.9 Cr for the same
period.The detergent production was 3,699 Mt and turnover was 3,553Mt.The Company has detergent
installed capacity of 12000Mt.

Key Products

• Ezee
• Ambipur
• Godrej Dish Wash