32822C9F-D477-4797-97D6-55F9AFC32F27

INDUSTRY PROFILE
Male Toiletries in
India
Reference Code: 0102-0705

Publication Date: August 2010
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EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
Market value
The Indian male toiletries market grew by 10.5% in 2009 to reach a value of $219.3 million.
Market value forecast
In 2014, the Indian male toiletries market is forecast to have a value of $358.7 million, an increase of
63.6% since 2009.
Market volume
The Indian male toiletries market grew by 8.2% in 2009 to reach a volume of 855.5 million units.
Market volume forecast
In 2014, the Indian male toiletries market is forecast to have a volume of 1,211.7 million units, an increase
of 41.6% since 2009.
Market segmentation I
Male razors and blades is the largest segment of the male toiletries market in India, accounting for 69.7%
of the market's total value.
Market segmentation II
India accounts for 10.4% of the Asia-Pacific male toiletries market value.
Market share
Malhotra Shaving Products limited is the leading player in the Indian male toiletries market, generating a
36.7% share of the market's value.
Market rivalry
The Indian male toiletries market is highly concentrated with players like Malhotra Shaving Products,
Procter & Gamble and Reckitt Benckiser accounting for 74.2% of the market value.

CONTENTS
TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 7
Market definition 7
Research highlights 8
Market analysis 9
MARKET VALUE 10
MARKET VOLUME 11
MARKET SEGMENTATION I 12
MARKET SEGMENTATION II 13
MARKET SHARE 14
FIVE FORCES ANALYSIS 15
Summary 15
Buyer power 16
Supplier power 17
New entrants 18
Substitutes 19
Rivalry 20
LEADING COMPANIES 21
Malhotra Shaving Products limited 21
The Procter & Gamble Company 22
Reckitt Benckiser PLC 27
MARKET DISTRIBUTION 32
MARKET FORECASTS 33
Market value forecast 33
Market volume forecast 34
MACROECONOMIC INDICATORS 35
APPENDIX 37
Methodology 37

CONTENTS
Industry associations 38
Related Datamonitor research 38
Disclaimer 39
ABOUT DATAMONITOR 40
Premium Reports 40
Summary Reports 40
Datamonitor consulting 40

CONTENTS
LIST OF TABLES
Table 1: India male toiletries market value: $ million, 2005–09 10
Table 2: India male toiletries market volume: million units, 2005–09 11

Table 3: India male toiletries market segmentation I:% share, by value, 2009 12
Table 4: India male toiletries market segmentation II: % share, by value, 2009 13
Table 5: India male toiletries market share: % share, by value, 2009 14

Table 6: Malhotra Shaving Products limited: key facts 21
Table 7: The Procter & Gamble Company: key facts 22
Table 8: The Procter & Gamble Company: key financials ($) 25

Table 9: The Procter & Gamble Company: key financial ratios 25
Table 10: Reckitt Benckiser PLC: key facts 27
Table 11: Reckitt Benckiser PLC: key financials ($) 29
Table 12: Reckitt Benckiser PLC: key financials (£) 29
Table 13: Reckitt Benckiser PLC: key financial ratios 30
Table 14: India male toiletries market distribution: % share, by value, 2009 32
Table 15: India male toiletries market value forecast: $ million, 2009–14 33
Table 16: India male toiletries market volume forecast: million units, 2009–14 34
Table 17: India size of population (million), 2005–09 35

Table 18: India gdp (constant 2000 prices, $ billion), 2005–09 35
Table 19: India gdp (current prices, $ billion), 2005–09 35
Table 20: India inflation, 2005–09 36

Table 21: India consumer price index (absolute), 2005–09 36
Table 22: India exchange rate, 2005–09 36

CONTENTS
LIST OF FIGURES
Figure 1: India male toiletries market value: $ million, 2005–09 10
Figure 2: India male toiletries market volume: million units, 2005–09 11

Figure 3: India male toiletries market segmentation I:% share, by value, 2009 12
Figure 4: India male toiletries market segmentation II: % share, by value, 2009 13
Figure 5: India male toiletries market share: % share, by value, 2009 14

Figure 6: Forces driving competition in the male toiletries market in India, 2009 15
Figure 7: Drivers of buyer power in the male toiletries market in India, 2009 16
Figure 8: Drivers of supplier power in the male toiletries market in India, 2009 17
Figure 9: Factors influencing the likelihood of new entrants in the male toiletries market in India,
2009 18
Figure 10: Factors influencing the threat of substitutes in the male toiletries market in India, 2009 19
Figure 11: Drivers of degree of rivalry in the male toiletries market in India, 2009 20
Figure 12: The Procter & Gamble Company: revenues & profitability 26
Figure 13: The Procter & Gamble Company: assets & liabilities 26
Figure 14: Reckitt Benckiser PLC: revenues & profitability 30
Figure 15: Reckitt Benckiser PLC: assets & liabilities 31
Figure 16: India male toiletries market distribution: % share, by value, 2009 32
Figure 17: India male toiletries market value forecast: $ million, 2009–14 33
Figure 18: India male toiletries market volume forecast: million units, 2009–14 34

MARKET OVERVIEW
MARKET OVERVIEW
Market definition
The Male Toiletries market consists of retail sales of male razors and blades, male shaving preparations
and male shaving after care products. The market is valued according to retail selling price (RSP) and
includes any applicable taxes. Any currency conversions used in the creation of this report have been
calculated using 2009 annual average exchange rates.
For the purposes of this report, Asia-Pacific comprises Australia, China, India, Japan, Singapore, South
Korea, and Taiwan.

MARKET OVERVIEW
Research highlights
The Indian male toiletries market generated total revenues of $219.3 million in 2009, representing a
compound annual growth rate (CAGR) of 10.6% for the period spanning 2005-2009.
Male razors and blades sales proved the most lucrative for the Indian male toiletries market in 2009,
generating total revenues of $152.8 million, equivalent to 69.7% of the market's overall value.
The performance of the market is forecast to decelerate slightly, with an anticipated CAGR of 10.3% for
the five-year period 2009-2014, which is expected to lead the market to a value of $358.7 million by the
end of 2014.

MARKET OVERVIEW
Market analysis
The Indian male toiletries market grew at a double digit rate during the period 2005-2009, as a result of
strong sales growth in the male razors and blades category. The overall market growth is expected to
decelerate slightly in the forthcoming five years.
The Indian male toiletries market generated total revenues of $219.3 million in 2009, representing a
compound annual growth rate (CAGR) of 10.6% for the period spanning 2005-2009. In comparison, the
Chinese and Japanese markets grew with CAGRs of 11.7% and 4% respectively, over the same period,
to reach respective values of $324.7 million and $976.3 million in 2009.
Market consumption volumes increased with a CAGR of 8.7% between 2005 and 2009, to reach a total of
855.5 million units in 2009. The market's volume is expected to rise to 1.2 billion units by the end of 2014,
representing a CAGR of 7.2% for the 2009-2014 period.
Male razors and blades sales proved the most lucrative for the Indian male toiletries market in 2009,
generating total revenues of $152.8 million, equivalent to 69.7% of the market's overall value. In
comparison, sales of male shaving preparations generated revenues of $49.1 million in 2009, equating to
22.4% of the market's aggregate revenues.
The performance of the market is forecast to decelerate slightly, with an anticipated CAGR of 10.3% for
the five-year period 2009-2014, which is expected to lead the market to a value of $358.7 million by the
end of 2014. Comparatively, the Chinese and Japanese markets will grow with CAGRs of 10.9% and
4.1% respectively, over the same period, to reach respective values of $544 million and $1.2 billion in
2014.

MARKET VALUE
MARKET VALUE
The Indian male toiletries market grew by 10.5% in 2009 to reach a value of $219.3 million.
The compound annual growth rate of the market in the period 2005–09 was 10.6%.
Table 1: India male toiletries market value: $ million, 2005–09
Year $ million Rs. million € million % Growth

2005 146.8 7,172.6 105.6
2006 162.3 7,928.0 116.7 10.5%
2007 179.4 8,764.8 129.0 10.6%
2008 198.4 9,693.6 142.7 10.6%
2009 219.3 10,713.2 157.7 10.5%
CAGR: 2005–09 10.6%
Source: Datamonitor DATAMONITOR
Figure 1: India male toiletries market value: $ million, 2005–09

MARKET VOLUME
MARKET VOLUME
The Indian male toiletries market grew by 8.2% in 2009 to reach a volume of 855.5 million units.
The compound annual growth rate of the market in the period 2005–09 was 8.7%.
Table 2: India male toiletries market volume: million units, 2005–09
Year million units % Growth

2005 612.7
2006 668.4 9.1%
2007 727.9 8.9%
2008 790.9 8.7%
2009 855.5 8.2%
CAGR: 2005–09 8.7%
Figure 2: India male toiletries market volume: million units, 2005–09

MARKET SEGMENTATION I
MARKET SEGMENTATION I
Male razors and blades is the largest segment of the male toiletries market in India, accounting for 69.7%
of the market's total value.
The male shaving preparations segment accounts for a further 22.4% of the market.
Table 3: India male toiletries market segmentation I:% share, by value, 2009
Category % Share
Male razors and blades 69.7%
Male Shaving Preparations 22.4%
Male Shaving Aftercare 7.9%
Total 100%
Figure 3: India male toiletries market segmentation I:% share, by value, 2009

MARKET SEGMENTATION II
MARKET SEGMENTATION II
India accounts for 10.4% of the Asia-Pacific male toiletries market value.
Japan accounts for a further 37.2% of the Asia-Pacific market.
Table 4: India male toiletries market segmentation II: % share, by value, 2009
Category % Share
Japan 37.2%
South Korea 17.9%
China 13.5%
India 10.4%
Rest of Asia-Pacific 21.1%
Total 100%
Figure 4: India male toiletries market segmentation II: % share, by value, 2009

MARKET SHARE
MARKET SHARE
Malhotra Shaving Products limited is the leading player in the Indian male toiletries market, generating a
36.7% share of the market's value.
Procter & Gamble Company, The accounts for a further 32.8% of the market.
Table 5: India male toiletries market share: % share, by value, 2009
Company % Share
Malhotra Shaving Products limited 36.7%
Procter & Gamble Company, The 32.8%
Reckitt Benckiser PLC 4.8%
Others 25.8%
Total 100%
Figure 5: India male toiletries market share: % share, by value, 2009

FIVE FORCES ANALYSIS
The male toiletries market will be analyzed taking manufacturers of male toiletries products as players.
The key buyers will be taken as distributors of male toiletries products such as retailers and
supermarkets/hypermarkets, and suppliers of packaging materials, plastic manufacturers, manufacturers
of steel strips and chemicals as the key suppliers.
Summary
Figure 6: Forces driving competition in the male toiletries market in India, 2009
The Indian male toiletries market is highly concentrated with players like Malhotra Shaving Products,
Procter & Gamble and Reckitt Benckiser accounting for 74.2% of the market value.
Convenience stores are the main buyers in the Indian market. Suppliers of ingredients and packaging are
smaller relative to manufacturers, which decreases supplier power in this market. However, they provide
for a diverse client base and do not rely on this particular market, boosting their power somewhat.
Attempting to enter this market presents a number of challenges, as new entrants will have to compete
with large players benefiting from scale economies.

Buyer power
Figure 7: Drivers of buyer power in the male toiletries market in India, 2009
In India, the main distribution channels for the male toiletries market are convenience stores, which
account for 34.4% of the market value. Independent retailers often occupy a position of power in the
supply chain which allows them to negotiate favorable contracts with manufacturers, this enhances buyer
power. Furthermore, margins as well as the presence of strong competitors, can make it difficult to
achieve success in the male toiletries market. Branding is an important way of maintaining end-user
loyalty, and as a result retailers are required to stock the more popular brands, which reduces their
bargaining strength and buyer power. Overall buyer power is assessed as moderate.

Supplier power
Figure 8: Drivers of supplier power in the male toiletries market in India, 2009
Suppliers in the male toiletries market include those providing and manufacturing raw materials such as
plastics, steel strips, chemicals; packaging; and equipment for the production of male toiletries products.
The quality of many of the raw materials is highly important. Chemicals and equipments used in the
manufacturing of such products must be up to certain standards, and for some ingredients there are no
substitutes, which tend to increase supplier power. Suppliers are often small in scale compared to the
large manufacturers and consequently their power is reduced, but this effect is mitigated somewhat by the
fact that chemical producers gain revenues from a wide variety of sources, reducing their dependence on
male toiletries product manufacturers. Overall supplier power is assessed as moderate.

New entrants
Figure 9: Factors influencing the likelihood of new entrants in the male toiletries market in India,
2009
The Indian male toiletries market is growing at a strong rate and there are opportunities to gain market
share, this makes the male toiletries market attractive to prospective entrants. However, the major
companies are large firms whose large scale economies allow them to compete more effectively on price,
and invest in research and development activities; therefore small scale companies entering the market
may find it difficult to compete. With companies like Procter & Gamble being able to drive their brands into
the market with one simple promotion, smaller companies have very little advertising and brand
identification in the market. Substantial funds are needed to start up a successful business, with capital
required for investment in production, distribution, and also advertising (which is crucial to success in this
market.). It is also vitally important for new entrants to find a place on the supermarket and drug store
shelves to distribute their products widely; this means that new entrants must persuade retailers that it is
worth displacing older brands to make way for a new, unknown product. Overall, the likelihood of new
entrants is moderate.

Substitutes
Figure 10: Factors influencing the threat of substitutes in the male toiletries market in India, 2009
Substitutes for male toiletries include some traditional alternatives. Shaving creams may be produced at
home with soap-glycerin-water formulation. However, any substitutes for commercially-produced shaving
creams need to be prepared at home, which is a relatively time-consuming process, and may not provide
the desired end results. Moreover, traditional shaving creams have been largely replaced by aerosol
products with shaving foams and gels that cannot be manufactured domestically. Furthermore, razors and
blades are difficult to substitute.
Although using traditional alternatives to manufacture male toiletries avoids exposure to many chemicals
but, the relative inconvenience and ineffectiveness of some home-made alternatives makes it a potentially
weak threat as substitute. Overall, the threat from substitutes is assessed as weak.

Rivalry
Figure 11: Drivers of degree of rivalry in the male toiletries market in India, 2009
The Indian male toiletries market is primarily dominated by Malhotra Shaving Products, which holds
36.7% of the market value. Many of the market players sell similar products. This has led to a competitive
environment with many labels competing for the large share of the market. On the other hand, the wide
range of product types offered by the market leaders means companies are not reliant on any one
category for their revenues. Fixed costs are high in this market, as most companies own large production
facilities. Most of these companies are geographically diversified which weakens rivalry to some extent.
Overall the competition level is assessed as moderate.

LEADING COMPANIES
LEADING COMPANIES
Malhotra Shaving Products limited
Table 6: Malhotra Shaving Products limited: key facts
Head office: 6-3-1186 Malhotra House, Begumpet, Hyderabad, IND

Telephone: 91 40 23720091
Fax: 91 40 23720098
Website: www.malhotra.com
Source: company website DATAMONITOR
Malhotra Shaving Products is a manufacturer and marketer of shaving and grooming products such as
blades/cartridges, electrical and non-electrical non-disposable razors, disposable razors; male shaving
preparations products such as brushes, shaving gels and lotions, shaving creams, shaving foams; and
male shaving aftercare products such as after shave lotions and gels. The company manufactures more
than four billion razors annually. It also markets anti-perspirants, deodorants, after shave skin
conditioners and bath gel. The company markets its products across the Americas, Europe and the
Middle East.
The company’s shaving and grooming products range are marketed under the flagship brand, Laser.
Key Metrics
As it is a private company no financial information is available.

LEADING COMPANIES
The Procter & Gamble Company
Table 7: The Procter & Gamble Company: key facts
Head office: One Procter & Gamble Plaza, Cincinnati, Ohio 45201, USA
Telephone: 1 513 983 1100
Local office: Cardinal Gracias Road,Chakala, Andheri (E), Mumbai, Maharashtra,
IND
Telephone: 91 22 2826 6000
Fax: 91 22 6693 9696
Website: www.pg.com
Financial year-end: June
Ticker: PG
Stock exchange: New York Stock Exchange
Procter & Gamble Company (P&G) is engaged in the manufacture and marketing of consumer products.
The company markets more than 300 brands in over 180 countries spanning Americas, Europe, the
Middle East and Africa (EMEA), and Asian region. It is headquartered in Cincinnati, Ohio.
P&G owns and operates 39 manufacturing facilities in the US located in 21 different states. Furthermore,
the company owns and operates a total of 103 manufacturing facilities in 42 countries. P&G manufactures
beauty products (42 locations), grooming products (13); fabric care and home care products (49); baby
care and family care products (29); pet care, snacks and coffee products (15); and health care products
(37). P&G sells its products through mass merchandisers, grocery stores, membership club stores, drug
stores and in high-frequency stores.
P&G is organized into three global business units (GBUs) and a global operations group.
The GBUs of the company comprise beauty, health and well-being, and household care business units.
The GBUs identify common consumer needs, develop new products and build its brands.
The business units comprising the GBUs are aggregated into six reportable segments: beauty; grooming;
health care; snacks and pet care; fabric care and home care; and baby care and family care. The beauty
GBU comprises the beauty and the grooming businesses; the health and well-being GBU consists of the
health care, and the snacks and pet care businesses. The household care GBU comprises the fabric care
and home care as well as the baby care and family care businesses.

LEADING COMPANIES
The beauty segment includes cosmetics, deodorants, hair care, skin care, prestige fragrances and
personal cleansing. The hair care sub-segment consists of conditioner, hair colorants, salon products,
shampoo and styling agents. The key brands offered by the segment include Head & Shoulders, Olay,
Pantene, Head and Shoulders, Aussie, Fekkai, Nioxin and Wella. The key brands offered in the
deodorant category include Old Spice, Secret and Gillette. Personal cleansing products include brands
such as Camay, Gillette, Ivory, Olay, Old Spice, and Zest in the body wash category.
The grooming segment comprises blades and razors, face and shave preparation products (such as
shaving cream), electric hair removal devices and small household appliances. The key brands marketed
by the grooming segment include Braun, Fusion, Gillette, Venus and Mach3. The electric hair removal
devices and small home appliances are marketed under the Braun brand.
The healthcare segment includes oral care, feminine care, pharmaceuticals and personal health care
businesses. The key brands marketed by the segment comprise Actonel, Always, Crest and Oral-B. In
pharmaceuticals and personal health, P&G serves the global bisphosphonates market for the treatment of
osteoporosis under the Actonel brand. It is one of the leaders in the nonprescription heartburn
medications and in respiratory treatments.
The snacks and pet care segment markets its products under the brands lams and Pringles. In the snacks
business, the company sells potato chips through its Pringles brand.
The fabric care and home care segment offers a wide range of fabric care products including laundry
cleaning products and fabric conditioners; and home care products, including dish care, surface cleaners
and air fresheners; and batteries. The segment markets its products under Ariel, Dawn, Downy, Duracell,
Gain and Tide brands.
The baby care and family care segment offers baby wipes, bath tissues, diapers, facial tissues and paper
towels under the following brands: Bounty, Charmin and Pampers. The company’s family care business
primarily operates in North America.
The global operations group consists of the market development organization (MDO) and global business
services (GBS). The MDO comprises retail customer, trade channel and country-specific teams. . It is
organized along five geographic regions: North America, Western Europe, Central & Eastern
Europe/Middle East/Africa (CEEMEA), Latin America and Asia (comprises Japan, Greater China and
ASEAN/Australia/India/Korea (AAIK)).
The GBS also provides technology, processes and standard data tools to support the operations of GBUs
and the MDO. P&G also operates P&G Professional, a business-to-business division that serves food
services, commercial cleaning, lodging and vending industries.

LEADING COMPANIES
P&G operates nine research centers in Western Europe and 27 research centers worldwide. Each center
focuses on a specific area of the business. The Brussels Innovation Centre (Strombeek-Bever, Belgium)
focuses on fabric care, home care, snacks; Gillette Advanced Technology Centre (Reading, UK) focuses
on Gillette; Rusham Park Technology Centre (Egham, UK) on health care, beauty care; Newcastle
Technology Centre (Newcastle, UK) on fabric care, home care; Schwalbach Technology Centre
(Schwalbach, Germany) on baby care, feminine care, family care; Braun Technology Centre (Kronberg,
Germany) on electric appliances; Wella Technology Centre (Darmstadt, Germany) on hair care; Italian
Innovation Centres (Pomezia and Pescara, Italy) on fabric care, home care, feminine care, adult
incontinence products and Wella Technology Centre (Freiburg, Switzerland) on hair care.
The Asia-Pacific operations of P&G are divided into three sub-regions: Asean, Australia and India (AAI),
Greater China (China and Taiwan) and North Asia (Japan and Korea).
However, P&G is centralizing its Asia-Pacific operations into a single entity to increase its focus on
emerging economies. The company is expected to merge GBUs for the three regional hubs into one to
improve efficiency.
Key Metrics
Procter & Gamble generated revenues of $78.9 billion in the financial year (FY) ended June 2010, an
increase of 2.9% over 2009. The company's net income totaled $12.7 billion in FY2010, a decrease of
5.2% over 2009.
The beauty GBU recorded revenues of $27.1 billion in FY2010, an increase of 3% over 2009. The
grooming sub-segment accounted for 28.1% of the total revenues of beauty GBU in FY2010. Revenues
from grooming sub-segment reached $7.6 billion in FY2010, an increase of 3% over 2009. The increase
in revenues is attributable to 1% increase in unit volumes of grooming care products, as a result of
volume growth of disposable razors in developing regions.

LEADING COMPANIES
Table 8: The Procter & Gamble Company: key financials ($)
$ million 2006 2007 2008 2009 2010

Revenues 68,222.0 72,441.0 79,257.0 76,694.0 78,938.0
Net income (loss) 8,684.0 10,340.0 12,075.0 13,436.0 12,736.0
Total assets 135,695.0 138,014.0 143,992.0 134,833.0 128,172.0
Total liabilities 72,787.0 71,254.0 74,208.0 71,451.0 66,733.0
Employees 138,000 138,000 138,000 135,000 127,000
Source: company filings DATAMONITOR
Table 9: The Procter & Gamble Company: key financial ratios
Ratio 2006 2007 2008 2009 2010

Profit margin 12.7% 14.3% 15.2% 17.5% 16.1%
Revenue growth 20.2% 6.2% 9.4% (3.2%) 2.9%
Asset growth 120.5% 1.7% 4.3% (6.4%) (4.9%)
Liabilities growth 69.1% (2.1%) 4.1% (3.7%) (6.6%)
Debt/asset ratio 53.6% 51.6% 51.5% 53.0% 52.1%
Return on assets 8.8% 7.6% 8.6% 9.6% 9.7%
Revenue per employee $494,362 $524,935 $574,326 $568,104 $621,559
Profit per employee $62,928 $74,928 $87,500 $99,526 $100,283

LEADING COMPANIES
Figure 12: The Procter & Gamble Company: revenues & profitability
Figure 13: The Procter & Gamble Company: assets & liabilities

LEADING COMPANIES
Reckitt Benckiser PLC
Table 10: Reckitt Benckiser PLC: key facts
Head office: 103-105 Bath Road, Slough, Berkshire, SL1 3UH, GBR
Telephone: 44 1753 217800
Fax: 44 1753 217899
Local office: Enkay Centre 2nd Floor, Vanijya Nikunj Udyog Vihar, Phase V,
Gurgaon 122 016, Haryana, IND
Telephone: 91 124 402 8100
Fax: 91 124 239 8231
Website: www.reckittbenckiser.com
Financial year-end: December
Ticker: RB
Stock exchange: London Stock Exchange
Reckitt Benckiser is engaged in the manufacture and distribution of household cleaning and personal care
products. The company’s products are sold in 180 countries across Europe, North America, Australia,
New Zealand and developing markets. It has a strong portfolio that includes global power brands, such
as: Finish, Lysol, Dettol, Vanish, Woolite, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen,
Clearasil, Strepsils Gaviscon, Mucinex and French’s.
The company operates through eight business segments: fabric care, surface care, health care, personal
care, home care, dishwashing, pharmaceutical and food.
The fabric care segment comprises five product groups: fabric treatment, garment care, water softener,
fabric softener and laundry detergents. These products are utilized for cleaning and treating fabrics. Its
key brands include Vanish (fabric treatment), Woolite (garment care), Calgon (water softener) and Spray
'n Wash.
The surface care segment includes five product categories: disinfectant cleaners, multi-purpose cleaners,
lavatory cleaners, specialty cleaners, and polishes and waxes. The key brands in this segment include
Lysol (disinfectant) and Harpic (toilet), Cillit/Easy-Off Bang (multi-purpose cleaner) and Dettol
(disinfectant).
The company's health care segment manufactures and distributes products that relieve common health
problems and offer protection against infection. It offers over-the-counter health products including

LEADING COMPANIES
analgesics used in the treatment of common cold, flu, sore throat and cough, heartburn and constipation.
The key brands in this segment include Mucinex, Nurofen, Strepsils and Gaviscon.
The company's personal care segment manufactures and distributes products that are generally applied
to the skin. The segment offers antiseptics liquids which kill germs and prevent infection; depilatories,
used for the removal of unwanted body hair; and denture care products consisting of both denture
fixatives and cleaners. Its skin care range consists of products like Clearasil (fight spots and break-outs
for visibly clearer skin), shaving cream and products like E45 for dry skin. The key brands in this segment
include Dettol (antiseptic), Veet (depilatories) and Clearasil. In India, the company markets shaving cream
under the brand name Dettol.
The home care segment manufactures and distributes products for air care, pest control and shoe care.
Air care products are available in various forms including auto sprays, electrical plug-ins, aerosols, gels
and candles. Pest control products offer solutions to domestic infestation, minimizing the threat of disease
spread through insects and pests. These products are available in the form of coils, mats, baits, traps,
vaporizers and sprays. Key brands include Air Wick (home fragrance), Target (pest control) and Mortein
(pest control). The shoe care products offer brands such as Cherry Blossom and Nugget.
The dishwashing segment includes products used in automatic dishwashing machines and for washing
dishes by hand. Its main product is detergent for cleaning dishes in the main wash cycle. These are sold
in many forms: powder, liquid, gels, gelcaps and tabs. Other products include rinse agents, decalcifying
salts, dishwasher cleaners, deodorizers and glass corrosion protectors. The company's key brands in this
division include Calgon, Finish, Electrasol and Jet Dry. In the additives product category, Reckitt
Benckiser offers detergent performance enhancers and dishwasher enhancers.
The pharmaceuticals segment (formerly known as BBG or the Buprenorphine Business Group) is
responsible for the development of the company's Subutex and Suboxone prescription drug business.
Subutex is principally marketed in Europe by Schering Plough Corporation, while Suboxone is sold by
Reckitt Benckiser directly in the US and Australia. Reckitt Benckiser has rights to sell the product in the
US until the end of September 2009. Suboxone received marketing approval from the European
Commission in 2006, for the treatment of opioid dependence, in the European Union, Norway and
Iceland, with exclusivity until 2016.
The company's food segment is focused on four major products: mustard, barbecue sauce, hot sauce
and French fried onions. These food brands are distributed and sold in more than 55 countries. The key
brands marketed by the food division include French's (mustard), Frank's (red hot sauce) and Cattlemen's
(barbecue sauce).

LEADING COMPANIES
Key Metrics
Reckitt Benckiser generated revenues of $12.1 billion in the financial year (FY) ended December 2009,
an increase of 18.1% over FY2008. The company's net income totaled $2.2 billion in FY2009, an increase
of 24.1% over 2008.
The health & personal care segment recorded revenues of $3.2 billion in FY2009, registering an increase
of 23.5% over FY2008.
Other countries (including India) accounted for 64.2% of the total revenues in FY2009. Revenues from
Other countries (including India) reached $7.8 billion in FY2009, an increase of 15.2% over 2008.
Table 11: Reckitt Benckiser PLC: key financials ($)
$ million 2005 2006 2007 2008 2009

Revenues 6,513.5 7,671.6 8,212.4 10,229.3 12,084.0
Net income (loss) 1,042.7 1,050.5 1,462.0 1,781.5 2,210.1
Total assets 6,566.5 8,941.8 9,146.0 14,311.3 13,499.3
Employees 20,300 21,900 23,400 24,300 249,000
Table 12: Reckitt Benckiser PLC: key financials (£)
£ million 2005 2006 2007 2008 2009

Revenues 4,179.0 4,922.0 5,269.0 6,563.0 7,753.0
Net income (loss) 669.0 674.0 938.0 1,143.0 1,418.0
Total assets 4,213.0 5,737.0 5,868.0 9,182.0 8,661.0

LEADING COMPANIES
Table 13: Reckitt Benckiser PLC: key financial ratios
Ratio 2005 2006 2007 2008 2009

Profit margin 16.0% 13.7% 17.8% 17.4% 18.3%
Revenue growth 8.0% 17.8% 7.0% 24.6% 18.1%
Asset growth 9.4% 36.2% 2.3% 56.5% (5.7%)
Liabilities growth 3.8% 64.3% (10.0%) 69.0% (21.1%)
Debt/asset ratio 56.0% 67.5% 59.4% 64.1% 53.7%
Return on assets 16.6% 13.5% 16.2% 15.2% 15.9%
Revenue per employee $320,862 $350,300 $350,958 $420,958 $48,530
Profit per employee $51,366 $47,969 $62,478 $73,313 $8,876
Figure 14: Reckitt Benckiser PLC: revenues & profitability

LEADING COMPANIES
Figure 15: Reckitt Benckiser PLC: assets & liabilities

DISTRIBUTION
MARKET DISTRIBUTION
Convenience stores form the leading distribution channel in the Indian male toiletries market, accounting
for a 34.4% share of the total market's value.
Independent Retailers accounts for a further 27.5% of the market.
Table 14: India male toiletries market distribution: % share, by value, 2009
Channel % Share
Convenience stores 34.4%
Independent Retailers 27.5%
Pharmacies / drugstores 18.6%
Others 19.4%
Total 100%
Figure 16: India male toiletries market distribution: % share, by value, 2009

MARKET FORECASTS
MARKET FORECASTS
Market value forecast
In 2014, the Indian male toiletries market is forecast to have a value of $358.7 million, an increase of
63.6% since 2009.
The compound annual growth rate of the market in the period 2009–14 is predicted to be 10.3%.
Table 15: India male toiletries market value forecast: $ million, 2009–14
Year $ million Rs. million € million % Growth

2009 219.3 10,713.2 157.7 10.5%
2010 242.2 11,833.9 174.2 10.5%
2011 267.5 13,066.5 192.4 10.4%
2012 295.3 14,423.8 212.3 10.4%
2013 325.4 15,897.2 234.0 10.2%
2014 358.7 17,524.5 258.0 10.2%
CAGR: 2009–14 10.3%
Figure 17: India male toiletries market value forecast: $ million, 2009–14

MARKET FORECASTS
Market volume forecast

In 2014, the Indian male toiletries market is forecast to have a volume of 1,211.7 million units, an increase
of 41.6% since 2009.
The compound annual growth rate of the market in the period 2009–14 is predicted to be 7.2%.
Table 16: India male toiletries market volume forecast: million units, 2009–14
Year million units % Growth

2009 855.5 8.2%
2010 925.3 8.2%
2011 997.2 7.8%
2012 1,068.9 7.2%
2013 1,140.7 6.7%
2014 1,211.7 6.2%
CAGR: 2009–14 7.2%
Figure 18: India male toiletries market volume forecast: million units, 2009–14

MACROECONOMIC INDICATORS
Table 17: India size of population (million), 2005–09
Year Population (million) % Growth

2005 1,091.0 1.6%
2006 1,107.6 1.5%
2007 1,124.1 1.5%
2008 1,140.6 1.5%
2009 1,156.9 1.4%
Table 18: India gdp (constant 2000 prices, $ billion), 2005–09
Year Constant 2000 Prices, $ billion % Growth

2005 648.8 9.1%
2006 711.8 9.7%
2007 776.8 9.1%
2008 832.5 7.2%
2009 892.5 7.2%
Table 19: India gdp (current prices, $ billion), 2005–09
Year Current Prices, $ billion % Growth

2005 764.4 15.7%
2006 872.7 14.2%
2007 1,127.4 29.2%
2008 1,244.6 10.4%
2009 1,403.0 12.7%

Table 20: India inflation, 2005–09
Year Inflation Rate (%)

2005 3.3%
2006 6.9%
2007 8.1%
2008 8.4%
2009 10.9%
Table 21: India consumer price index (absolute), 2005–09
Year Consumer Price Index (2000 = % Growth

100)
2005 115.6 3.3%
2006 123.6 6.9%
2007 133.6 8.1%
2008 144.8 8.4%
2009 160.6 10.9%
Table 22: India exchange rate, 2005–09
Year Exchange rate ($/Rs.) Exchange rate (€/Rs.)

2005 44.1154 54.8337
2006 45.3188 56.8596
2007 41.3570 56.5898
2008 43.8145 64.1115
2009 48.8500 67.9264

APPENDIX
APPENDIX
Methodology
Datamonitor Industry Profiles draw on extensive primary and secondary research, all aggregated,
analyzed, cross-checked and presented in a consistent and accessible style.
Review of in-house databases – Created using 250,000+ industry interviews and consumer surveys
and supported by analysis from industry experts using highly complex modeling & forecasting tools,
Datamonitor’s in-house databases provide the foundation for all related industry profiles
Preparatory research – We also maintain extensive in-house databases of news, analyst

commentary, company profiles and macroeconomic & demographic information, which enable our
researchers to build an accurate market overview
Definitions – Market definitions are standardized to allow comparison from country to country. The
parameters of each definition are carefully reviewed at the start of the research process to ensure they
match the requirements of both the market and our clients
Extensive secondary research activities ensure we are always fully up-to-date with the latest
industry events and trends
Datamonitor aggregates and analyzes a number of secondary information sources, including:

- National/Governmental statistics
- International data (official international sources)
- National and International trade associations
- Broker and analyst reports
- Company Annual Reports
- Business information libraries and databases
Modeling & forecasting tools – Datamonitor has developed powerful tools that allow quantitative
and qualitative data to be combined with related macroeconomic and demographic drivers to create
market models and forecasts, which can then be refined according to specific competitive, regulatory
and demand-related factors
Continuous quality control ensures that our processes and profiles remain focused, accurate and
up-to-date

APPENDIX
Industry associations
Indian Soap & Toiletries Makers Association
614, Raheja Centre, Free Press Journal Marg, Nariman Point, Mumbai 400 021, India
Tel.: 91 22 2282 4115
Fax: 91 22 2285 3649
http://istma.internetindia.com
Related Datamonitor research
Industry profiles
Male Toiletries in the United States
Male Toiletries in Canada
Male Toiletries in France
Male Toiletries in Europe
Male Toiletries in the United Kingdom
Male Toiletries in Germany
Male Toiletries in China
Male Toiletries in Japan
Male Toiletries in Asia Pacific
Global Male Toiletries

APPENDIX
Disclaimer
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Please note that the findings, conclusions and recommendations that Datamonitor delivers will be
based on information gathered in good faith from both primary and secondary sources, whose
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INDUSTRY PROFILE

Reference Code: 0102-0705

India - Male Toiletries 0102 - 0705 - 2009

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FIVE FORCES ANALYSIS 15

Malhotra Shaving Products limited 21

The Procter & Gamble Company 22

Reckitt Benckiser PLC 27

Market value forecast 33

Market volume forecast 34

India - Male Toiletries 0102 - 0705 - 2009

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Related Datamonitor research 38

India - Male Toiletries 0102 - 0705 - 2009

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Table 2: India male toiletries market volume: million units, 2005–09 11

Table 5: India male toiletries market share: % share, by value, 2009 14

Table 7: The Procter & Gamble Company: key facts 22

Table 8: The Procter & Gamble Company: key financials ($) 25

Table 10: Reckitt Benckiser PLC: key facts 27

Table 11: Reckitt Benckiser PLC: key financials ($) 29

Table 12: Reckitt Benckiser PLC: key financials (£) 29

Table 13: Reckitt Benckiser PLC: key financial ratios 30

Table 17: India size of population (million), 2005–09 35

Table 19: India gdp (current prices, $ billion), 2005–09 35

Table 20: India inflation, 2005–09 36

Table 22: India exchange rate, 2005–09 36

India - Male Toiletries 0102 - 0705 - 2009

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Figure 2: India male toiletries market volume: million units, 2005–09 11

Figure 5: India male toiletries market share: % share, by value, 2009 14

Figure 14: Reckitt Benckiser PLC: revenues & profitability 30

Figure 15: Reckitt Benckiser PLC: assets & liabilities 31

India - Male Toiletries 0102 - 0705 - 2009

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India - Male Toiletries 0102 - 0705 - 2009

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India - Male Toiletries 0102 - 0705 - 2009

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Table 1: India male toiletries market value: $ million, 2005–09

Year $ million Rs. million € million % Growth

CAGR: 2005–09 10.6%

Source: Datamonitor DATAMONITOR

Figure 1: India male toiletries market value: $ million, 2005–09

Source: Datamonitor DATAMONITOR

India - Male Toiletries 0102 - 0705 - 2009

© Datamonitor. This profile is a licensed product and is not to be photocopied Page 10

Table 2: India male toiletries market volume: million units, 2005–09

Year million units % Growth

CAGR: 2005–09 8.7%

Source: Datamonitor DATAMONITOR

Figure 2: India male toiletries market volume: million units, 2005–09

Source: Datamonitor DATAMONITOR

India - Male Toiletries 0102 - 0705 - 2009

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Source: Datamonitor DATAMONITOR

Source: Datamonitor DATAMONITOR

India - Male Toiletries 0102 - 0705 - 2009

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