Detergent Market in India

7/22/2019 Detergent Market in India

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LAUNDRY CARE IN INDIA

Euromonitor International

September 2012


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L A U N D R Y C A R E I N I N D I A P a s s p o r t I

E u r o m o n i t o r I n t e r n a t i o n a l

LIST OF CONTENTS AND TABLESHeadlines ..................................................................................................................................... 1

Trends ......................................................... ................................................................. ................ 1 Competitive Landscape ..................................................... ........................................................... 3 Prospects ..................................................................................................................... ................ 4 Category Indicators ...................................................................................................... ................ 6

Table 1 Household Possession of Washing Machines 2006-2011 ............................ 6 Category Data ........................................................ ................................................................. ..... 6

Table 2 Automatic Detergents by Type: % Value Analysis 2006/2011 ...................... 6 Table 3 Sales of Laundry Care by Category: Value 2006-2011 ................................ 6 Table 4 Sales of Laundry Care by Category: % Value Growth 2006-2011 ............... 6 Table 5 Sales of Laundry Aids by Category: Value 2006-2011 ................................. 6 Table 6 Sales of Laundry Aids by Category: % Value Growth 2006-2011 ................ 7 Table 7 Sales of Laundry Detergents by Category: Value 2006-2011 ...................... 7 Table 8 Sales of Laundry Detergents by Category: % Value Growth 2006-

2011 ............................................................. ................................................ 8 Table 9 Laundry Care Company Shares 2007-2011 ................................................. 8 Table 10 Laundry Care Brand Shares 2008-2011....................................... ................ 8 Table 11 Laundry Aids Company Shares 2007-2011 .................................................. 9 Table 12 Laundry Aids Brand Shares 2008-2011 ..................................................... 10 Table 13 Laundry Detergents Company Shares 2007-2011 ..................................... 10 Table 14 Laundry Detergents Brand Shares 2008-2011 ........................................... 10 Table 15 Forecast Sales of Laundry Care by Category: Value 2011-2016 ............... 11 Table 16 Forecast Sales of Laundry Care by Category: % Value Growth 2011-

2016 ............................................................. .............................................. 11


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L A U N D R Y C A R E I N I N D I A P a s s p o r t 1


LAUNDRY CARE IN INDIA

HEADLINES Laundry care increases by 11% in current value terms in 2011, reaching Rs123.9 billion

The robust performance by the Ghari brand of detergents offers strong competition toestablished brands such as Wheel, Tide and Nirma

High inflation leads to a dramatic increase in unit prices in 2011

Hindustan Unilever continues to hold the leading position in laundry care, with a 39% valueshare in 2011

Laundry care in India is expected to increase by a constant value CAGR of 2% over theforecast period

TRENDS Hand wash detergents accounted for more than half of overall value sales in laundry care in

2011, and has a significant influence on the category. During 2011 the robust performance ofthe Ghari detergents brand by Rohit Surfactants offered strong competition to the leadingbrand Wheel. This narrowed the difference between the Wheel and Ghari brands to fourpercentage points in value terms. This was largely achieved due to the strong presence of thebrand in Uttar Pradesh, and due to it moving from being a regional brand to a national brand.In the last three years, the company added 10 states to its distribution reach. This widenedthe distribution reach of the brand to 19 states. The surprising aspect in all of this is that Ghariis priced higher than Wheel and Nirma. In a category which is highly price-sensitive, Ghari stillmanaged to show strong growth as the company strengthened its presence all over India.

Laundry care increased by 11% in current value terms in 2011, reaching Rs123.9 billion. Thisgrowth was much faster than the 5% current value growth in 2010. This high growth rate canmainly be attributed to the dramatic increase in average unit prices, due to increases in theprices of raw materials and oil. Bar detergents and hand wash detergents saw amongst thehighest price increases, which led to a steep increase in value sales in overall laundry care.

In-wash spot and stain removers continued to see the highest value growth amongst alllaundry care categories in 2011. With 27% current value growth in 2011, this category isdominated by a single brand: Reckitt Benckiser (India)s Vanish Shakti O2, which accountedfor an 89% share of value sales. The brand is gradually gaining popularity due to theincreasing prevalence of high-quality branded apparel in urban wardrobes. This helped toraise consumer awareness regarding fabric care.

During 2011, prices of raw materials such as crude and palm oil increased dramatically, which

led to manufacturers such as Hindustan Unilever and Procter & Gamble Home Productsincreasing the prices of their brands Wheel and Tide respectively. As a result, most laundrycare products witnessed a rise in unit prices. Hindustan Unilever increased the price of itseconomy brand Wheel even though there was a price war in hand wash detergents.

As relatively nascent categories in India, the current value growth rates for liquid detergentsand fine fabric detergents were 7% and 9% respectively in 2011. These products were slowlyachieving a higher presence on modern retail shelves due to higher disposable incomes andhigher marketing spend by manufacturers. For instance, Godrej Consumer Products claimsthat its brand Ezee does not contain soda; hence it can be used for fine fabric detergents. Thecompany used television actress Sakshi Tanwar as the ambassador for this brand. Theawareness of such products, created by strong advertising, led to growth in these categories.


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Laundry detergents remained the biggest category in laundry care, accounting for a 93%share of laundry care in value terms in 2011. This was also the most dynamic category.Rising disposable incomes led to consumers shifting from bar detergents to hand washdetergents. Manufacturers launched cheaper versions of hand wash detergents to encourage

this shift. For instance, Tide Naturals was launched at a price which was 30% lower thanregular Tide, to reach a broader spectrum of Indian households. Higher penetration ofwashing machines in second-tier and third-tier cities propelled the demand for automaticdetergents, but demand for such products is still far lower than the demand for hand washdetergents.

Other laundry boosters is the most notable category in laundry aids, accounting for an 83%share of value sales in laundry aids in 2011. Other laundry boosters continued to berepresented by fabric whiteners, which are long-established in the Indian market. JyothyLaboratories to a large extent created even greater awareness for fabric whiteners by highmedia attention for its brand Ujala, with the tagline Chaar boondon wala, which means Fourdrops are used Other dominant brands are Robin, Ranipal and Rin.

Automatic detergents still accounted for only an 18% share of overall value sales of laundrydetergents in 2011. Whilst the low penetration of washing machines played a major role inlimiting the growth of this category, there is also ignorance of the functional differencesbetween hand wash and automatic detergents. Therefore, hand wash detergents are alsoused in washing machines. However, awareness of automatic detergents is slowly increasing.Salespersons selling washing machines are insisting that consumers use only automaticdetergents in their washing machines. Hence, automatic detergents is expected to showstronger growth than hand wash detergents in the forecast period.

The concept of using fabric softeners had still not evolved in India in 2011. However, withincreasing awareness and higher incomes, companies such as Hindustan Unilever havealready anticipated the potential for this category; hence it launched a range of fabricsofteners under its Comfort brand during 2010. The brand has first-mover advantage, and isset to benefit should the use of fabric softeners take off. It is available in variants such as LilyFresh, Loving Pink and Relaxing Green. This is a new product for Indian consumers whohave never used anything other than detergent powders or bar or Other Laundry Boosters.Bambi by Dabur India and Downy by Procter & Gamble Home Products are the otherprominent brands which have a presence in the market.

Washing machines do not enjoy high penetration in India, as only 9% of households in Indiaowned a washing machine in 2011. Urban India enjoys higher penetration due to higherdisposable incomes. Rural India faces many problems, such as a lack of water supply andfrequent power cuts, which limit the growth of washing machines. However, the penetration ofwashing machines is rather rosy compared with dishwashers, which have a negligiblepresence in India.

Most urban consumers, as well as rural consumers, remain unaware of ideal washing

temperatures for their clothing or washing machines. Thus, washing is usually done at roomtemperatures. Manufacturers such as IFB, Samsung, Whirlpool and LG have introducedtemperature-controlled washing machines which are priced at least two to three times higherthan fully automatic washing machines. Hence, such washing machines are not very popularin the Indian market.

The average washing machine user remains unconcerned about time or environmentalfactors justifying shorter washing cycles. However, leading washing machine manufacturersstill looked to capitalise on sales by introducing washing machines with shorter washingcycles to target single and employed adults. Whilst this met with moderate success, this


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concept could take off over the next few years, as going green, together with the need fortime-saving functions, becomes more visible amongst consumers in urban areas.

India does not have an established network of organised laundrettes in any region.Community-level laundry is usually done by common helpers who carry out laundry services

for entire communities. There are extremely limited branded outlets, such as FabricSpa,which is a chain operated by Jyothy Laboratories.

All urban regions of India have dedicated shops for dry cleaning services. However, theservices are seen to be rather expensive compared with a normal laundry or ironing services.

As a result, they are seldom visited, other than when specifically needed to clean formal wearor expensive clothing such as silk, winter woollens, blazers and suits.

COMPETITIVE LANDSCAPE

Hindustan Unilever was the leading player in laundry care in 2011, holding a 39% valueshare. The company has a strong presence in both automatic detergents and otherdetergents. The company has introduced various products at different price points to cater toa wider audience. For instance, Wheel is its economy detergent, and Surf is mid-priced. Rin isavailable under the premium and economy segments.

Rohit Surfactants enjoyed the highest growth in value sales in 2011. The company remainedthe second largest player, with a 15% value share in 2011. Its growth was mainly attributableto Ghari moving from being a regional brand to a national brand. In the last three years, thecompany added 10 states to its distribution reach. This widened the distribution reach of thebrand to 19 states. The company also strengthened its presence in the rural market bykeeping prices constant, despite inflation. Nirma, on the other hand, is gradually losing its holdin laundry detergents, as its value share in overall laundry care also slipped by twopercentage points in 2011.

International manufacturers form a formidable group in laundry care in India. Leaders such as

Hindustan Unilever, Procter & Gamble Home Products and Reckitt Benckiser (India), wereresponsible for 52% of all value sales in laundry care in 2011. This share is less than the 56%share in 2010, because Jyothy Laboratories acquired a majority stake in Henkel India in 2011.Domestic players continued to enhance their presence in the market. Rohit Surfactants andFena saw strong growth in laundry care in 2011. Many local detergent brands, such as XXX,T-Series, Vidsha, Tran Keri and Power Detergents, still have a presence in semi-urban andrural markets. However, these brands cannot invest in television advertising, and hence havelow brand recognition.

In September 2011, Reckitt Benckiser (India) launched the stain remover Vanish Liquid withadded Oxygen. The company claims that the product is easy to use and less time-consumingcompared with other stain removers. To create maximum appeal, the product also addedperfume for a stronger fragrance. The company remained the leader in spot and stainremovers, holding an 88% value share in 2011. The company used a famous Bollywoodactress, known as Sridevi, as the ambassador for its brand Vanish.

Multinational companies have investment potential at their disposal. All these companiesinvest heavily in television advertising, thus achieving brand recognition when consumers seethe products on retail shelves. However, Rohit Surfactants uses a different approach. Thecompany participates in exhibitions and road shows, mostly in rural India. This is to reducethe cost of advertising and promotion, and to sustain its low-margin and high-volume strategy.The advertising tagline of the company, Pehle istemaal karein phir vishvaas karein, whichmeans "First use and then trust, also connected well amongst its audience.


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During 2011, Hindustan Unilever launched a voice-based mobile phone campaign for itsdetergents brand Wheel, aimed mainly at buyers in rural India. The company also usedBollywood diva Madhuri Dixit and South Indian actress Jyothika to promote the Comfortbrand, by talking about simplicity of using the product. Jyothy Laboratories, on the other hand,

adjusted its investment and replaced top Indian cricket player Sachin Tendulkar withBollywood actor Madhavan as the new brand ambassador.

In 2011 there were not many packaging innovations within laundry care. Companies chose tofocus on building sales through marketing and strengthening their distribution channels.However, there was some activity amongst private label products. Private label producerslaunched their products in the same colours as branded products, so that they appearedsimilar to brands from established players. These products were placed beside brandedproducts on the shelves, which easily confused consumers. This was particularly prevalent inSpar supermarkets and hypermarkets.

Given the primitive stage of the transition from other detergents to automatic detergents inIndia, all automatic detergent brands (including Ariel and Surf Excel) are seen as premiumbrands. Other detergents comprised both standard and economy brands in 2011. Mid-pricedbrands such as Rin and Tide are brands targeting middle-class consumers in cosmopolitanand second-tier cities. However, the majority of sales of hand wash detergents and bardetergents belong to economy brands such as Wheel, Ghari, Nirma and Fena.

Private label accounted for a 1% share of overall value sales in 2011. This was slightly lowerthan the share in 2010. This was mainly due to the price reductions by private label, so thatthese products could compete with other brands. However, the visibility of private label isquite high in all categories in laundry care. All the modern retail chains, such as Aditya BirlaRetail and Pantaloon Retail India, offer private label laundry care products. The packaging ofthese products is also very similar to that of established brands. Reliance Retail also rolledout a project in Mumbai, whereby the company hired middle-income, middle-class women tosell Reliances private label brands, such as Sudz detergent. These women get 10%commission on the products they sell.

The average Indian consumer is not yet either aware or conscious of the impact of laundryactivities on the environment. Product features and price are still the primary factors whichinfluence the purchasing behaviour of consumers.

Jyothy Laboratories bought a majority stake in Henkel India in May 2011. Henkel India hasestablished brands such as Fa, Henko, Pril and Margo in its product portfolio. GodrejConsumer Products also acquired two brands, Genteel and Swastik, owned by EssenceConsumer Care Products and Naturesse Consumer Care Products respectively.

PROSPECTS

Laundry care is expected to continue to be driven by detergents. The shift from bar detergentsto powder detergents will continue to take place in the rural and urban markets, as more andmore consumers opt for the convenience and better performance of powders versus bars.Niche categories are expected to emerge and perform well, due to increasing disposableincomes amongst the middle-classes. Consumers are also expected to upgrade fromeconomy to mid-priced brands, and from mid-priced to premium brands. Scented variants inall categories are expected to be introduced to attract consumers. Liquid laundry detergents,on the other hand, is not expected to substantially increase its share in laundry detergents,unless a national player follows the conventional retail route to expand the category.

The constant value CAGR of 2% expected in overall laundry care will be fuelled by highergrowth in categories such as spot and stain removers and powder detergents. Increasing


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penetration of washing machines will drive sales of powder detergents. New categories suchas pre-wash spot and stain removers and fine fabric detergents are also expected to performwell, due to the increasing awareness of such products. Laundry aids and niche detergentcategories such as fine fabric detergents are expected to see sustained growth due to the rise

in the quality of apparel being bought by Indian consumers, and the consequent need tomaintain these items.

Constant value growth in the forecast period is expected to be driven by trading up betweenproduct categories, as well as by price increases, as consumers are increasingly willing to payfor high-quality products in order to cater to their apparel requirements. However, currentvalue price growth will remain lower than that registered over the review period, as laundrycare is unlikely to see another bout of unprecedented price corrections.

With the entry of global companies into India and the firm positioning of domestic players,laundry care is getting bigger and more quality-conscious. However, with increasinginflationary pressures, manufacturers are being forced to increase unit prices. This is one ofthe biggest challenges for the industry, as consumers are still price-sensitive. Rising productprices may discourage consumers from switching to relatively premium products, or investingin the value-added category of laundry aids.

Overall growth in laundry care will be fuelled by categories such as spot and stain removersand powder detergents in the forecast period. This growth will mainly be attributable to risingdisposable incomes amongst the middle-classes. Manufacturers such as Hindustan Unileverand Procter & Gamble Home Products are investing heavily in television advertising, thusachieving brand recognition when consumers see the products on retail shelves. Newercategories are expected to emerge.

As seen in 2011, price competition is integral to the dynamics of laundry care in India. Assuch, multipacks, product tag-alongs (for instance fabric softener with laundry detergent) andpack weight manipulations are expected to be popular sales tools for national manufacturers.However, the inevitable rise in input costs, most strikingly in terms of fuel and raw materials, is

bound to manifest itself in the form of rising unit prices. Unit prices in highly mature categoriessuch as bar detergents may not fluctuate much in constant terms, as players look to retaintheir loyal consumer base.

Vanish Liquid with added Oxygen is expected to perform well in second-tier and first-tier citiesin India. Reckitt Benckiser (India) is already the leader in spot and stain removers. This willfurther strengthen the hold the company has in this category. The company leveraged thebrand name Vanish to launch the new product. The strong distribution network and deeppockets of the company when it comes to advertising will boost the new launch.

Rohit Surfactants plans to set up a new plant in Karnataka to enter the South Indian market.The company has a strong presence in Uttar Pradesh, and plans to enter eight new states.The company also has plans for an initial public offering so that it can become a nationalbrand and compete with its multinational rivals, which have buil t their brand reputations by

spending thousands of crores each year on advertising and promotion. Rohit Surfactants alsoplans to launch a mid-priced to premium laundry brand, Uni Wash, to compete with Rin andTide. Ghari has strongly positioned itself in the economy segment. Hence the company hasplans to launch a totally new brand to tap into consumers in the premium segment. HindustanUnilever and Procter & Gamble Home Products have also been quite aggressive on thepricing front, with their popular brands Rin and Tide, to reach millions of new customers inemerging markets including India, and are also working on strengthening their distributionreach.


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CATEGORY INDICATORS

Table 1 Household Possession of Washing Machines 2006-2011

% possession of washing machine 2006 2007 2008 2009 2010 2011

Urban 13.7 16.3 19.5 23.3 25.5 27.5Rural 0.1 0.2 0.2 0.3 0.4 0.6Total 4.1 4.9 5.9 7.2 8.0 8.8

Source: Euromonitor International from official statistics, trade associations, trade interviews

CATEGORY DATA

Table 2 Automatic Detergents by Type: % Value Analysis 2006/2011

% value 2006 2011

Biological 0.0 1.0Non-biological 100.0 99.0Total 100.0 100.0

Source: Euromonitor International from official statistics, trade associations, trade press, company research,store checks, trade interviews, trade sources

Table 3 Sales of Laundry Care by Category: Value 2006-2011

Rs million2006 2007 2008 2009 2010 2011

Carpet Cleaners - - - - - -Fabric Softeners - - - - - -Laundry Aids 5,281.7 5,808.4 6,375.6 7,014.6 7,688.3 8,517.5Laundry Detergents 73,086.4 78,606.4 92,810.3 99,727.1 104,166.9 115,380.6Laundry Care 78,368.1 84,414.8 99,185.9 106,741.6 111,855.2 123,898.1


Table 4 Sales of Laundry Care by Category: % Value Growth 2006-2011

% current value growth

2010/11 2006-11 CAGR 2006/11 Total

Carpet Cleaners - - -Fabric Softeners - - -Laundry Aids 10.8 10.0 61.3Laundry Detergents 10.8 9.6 57.9Laundry Care 10.8 9.6 58.1


Table 5 Sales of Laundry Aids by Category: Value 2006-2011


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Rs million2006 2007 2008 2009 2010 2011

Colour Safe Laundry - - - - - -Bleach

Curtain Care - - - - - -Fabric Fresheners - - - - - -Home Dry Cleaning - - - - - -Spot and Stain Removers 182.4 311.9 486.4 687.9 900.6 1,139.3- In-Wash Spot and 153.0 279.8 452.1 651.8 862.4 1,097.2

Stain Removers- Pre-Wash Spot and 29.4 32.2 34.3 36.2 38.3 42.2

Stain RemoversStarch/Ironing Aids 220.1 234.4 252.1 269.7 286.2 308.1Water Softeners - - - - - -Other Laundry Boosters 4,879.2 5,262.1 5,637.0 6,057.0 6,501.4 7,070.0Laundry Aids 5,281.7 5,808.4 6,375.6 7,014.6 7,688.3 8,517.5

Source: Euromonitor International from official statistics, trade associations, trade press, company research,

store checks, trade interviews, trade sources

Table 6 Sales of Laundry Aids by Category: % Value Growth 2006-2011

% current value growth2010/11 2006-11 CAGR 2006/11 Total

Colour Safe Laundry Bleach - - -Curtain Care - - -Fabric Fresheners - - -Home Dry Cleaning - - -Spot and Stain Removers 26.5 44.3 524.7- In-Wash Spot and Stain Removers 27.2 48.3 617.1- Pre-Wash Spot and Stain Removers 10.2 7.5 43.6Starch/Ironing Aids 7.7 7.0 40.0Water Softeners - - -Other Laundry Boosters 8.7 7.7 44.9Laundry Aids 10.8 10.0 61.3


Table 7 Sales of Laundry Detergents by Category: Value 2006-2011

Rs million2006 2007 2008 2009 2010 2011

Automatic Detergents 12,540.5 13,496.4 15,600.4 17,338.5 18,700.1 20,962.6- Powder Detergents 12,311.2 13,249.3 15,336.8 17,065.8 18,411.9 20,653.1- Detergent Tablets - - - - - -- Liquid Detergents 229.3 247.1 263.6 272.7 288.2 309.5Other Detergents 60,546.0 65,110.0 77,209.9 82,388.6 85,466.8 94,418.0- Bar Detergents 19,476.3 20,677.6 23,928.0 25,186.1 26,298.5 28,989.9- Hand Wash Detergents 40,454.7 43,786.0 52,590.8 56,459.2 58,363.8 64,552.0- Fine Fabric Detergents 614.9 646.4 691.1 743.2 804.5 876.1Laundry Detergents 73,086.4 78,606.4 92,810.3 99,727.1 104,166.9 115,380.6



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Table 8 Sales of Laundry Detergents by Category: % Value Growth 2006-2011

% current value growth2010/11 2006-11 CAGR 2006/11 Total

Automatic Detergents 12.1 10.8 67.2- Powder Detergents 12.2 10.9 67.8- Detergent Tablets - - -- Liquid Detergents 7.4 6.2 35.0Other Detergents 10.5 9.3 55.9- Bar Detergents 10.2 8.3 48.8- Hand Wash Detergents 10.6 9.8 59.6- Fine Fabric Detergents 8.9 7.3 42.5Laundry Detergents 10.8 9.6 57.9


Table 9 Laundry Care Company Shares 2007-2011

% retail value rspCompany 2007 2008 2009 2010 2011

Hindustan Unilever Ltd 42.3 41.7 40.4 39.4 38.7Rohit Surfactants Pvt Ltd - - - 13.7 14.8Procter & Gamble Home 7.0 7.9 9.8 11.4 11.8

Products LtdNirma Ltd 15.9 15.8 13.0 10.7 8.7Jyothy Laboratories Ltd 3.5 3.1 3.2 3.3 4.6Fena Ltd 2.6 2.8 2.6 2.5 2.6

Reckitt Benckiser 1.4 1.3 1.5 1.6 1.7(India) LtdGodrej Consumer 0.5 0.5 0.5 0.6 0.6

Products Ltd Amway India Enterprises 0.4 0.3 0.3 0.3 0.3

Pvt LtdPidilite Industries Ltd 0.1 0.2 0.2 0.2 0.2Marico Ltd 0.2 0.2 0.2 0.2 0.2Henkel India Ltd 3.8 3.1 2.7 2.3 -Ghari Industries Pvt Ltd 12.3 12.8 13.5 - -Hindustan Lever Ltd - - - - -Marico Industries Ltd - - - - -Henkel Spic India Ltd - - - - -Private Label 1.3 1.3 1.3 1.2 1.1Others 8.8 8.9 10.8 12.6 14.8Total 100.0 100.0 100.0 100.0 100.0Source: Euromonitor International from official statistics, trade associations, trade press, company research,

store checks, trade interviews, trade sources

Table 10 Laundry Care Brand Shares 2008-2011

% retail value rspBrand Company 2008 2009 2010 2011

Wheel Hindustan Unilever Ltd 19.8 19.7 19.3 18.8


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Ghari Rohit Surfactants Pvt Ltd - - 13.7 14.8Surf Hindustan Unilever Ltd 13.2 13.1 13.0 13.0Nirma Nirma Ltd 15.2 12.5 10.4 8.6Tide Procter & Gamble Home 4.7 6.3 7.6 7.9

Products Ltd

Rin Hindustan Unilever Ltd 6.4 5.9 5.5 5.6Ujala Supreme Jyothy Laboratories Ltd 3.1 3.2 3.3 3.3Fena Fena Ltd 2.8 2.6 2.5 2.6

Ariel Procter & Gamble Home 1.1 1.3 1.4 1.5Products Ltd

Robin Reckitt Benckiser 0.9 0.9 0.9 0.9(India) Ltd

Vanish Reckitt Benckiser 0.4 0.5 0.7 0.8(India) Ltd

Henko Jyothy Laboratories Ltd - - - 0.7Sunlight Hindustan Unilever Ltd 0.7 0.7 0.6 0.6Ezee Godrej Consumer 0.5 0.5 0.5 0.5

Products LtdMr White Jyothy Laboratories Ltd - - - 0.4SA8 Amway India Enterprises 0.3 0.3 0.3 0.3

Pvt LtdRanipal Pidilite Industries Ltd 0.2 0.2 0.2 0.2Revive Marico Ltd 0.2 0.2 0.2 0.2Chek Jyothy Laboratories Ltd - - - 0.2Nima Nirma Ltd 0.7 0.5 0.3 0.1Henko Henkel India Ltd 1.7 1.6 1.4 -Mr White Henkel India Ltd 0.9 0.8 0.6 -Chek Henkel India Ltd 0.5 0.3 0.2 -Ghari Ghari Industries Pvt Ltd 12.8 13.5 - -Chek Henkel Spic India Ltd - - - -Henko Henkel Spic India Ltd - - - -Mr White Henkel Spic India Ltd - - - -

Ala Hindustan Lever Ltd - - - -Rin Hindustan Lever Ltd - - - -Revive Marico Industries Ltd - - - -Private label Private Label 1.3 1.3 1.2 1.1Others 12.5 14.2 15.9 17.9Total 100.0 100.0 100.0 100.0


Table 11 Laundry Aids Company Shares 2007-2011


Jyothy Laboratories Ltd 50.3 48.9 49.1 48.5 48.3Reckitt Benckiser 19.6 20.6 22.1 23.4 24.7(India) Ltd

Hindustan Unilever Ltd 5.8 5.7 5.6 5.5 5.4Pidilite Industries Ltd 1.8 2.7 3.0 3.0 2.9Marico Ltd 2.9 2.9 2.9 2.8 2.7Modicare Ltd 0.6 0.6 0.6 0.5 0.5Hindustan Lever Ltd - - - - -Marico Industries Ltd - - - - -Private Label 1.8 1.7 1.7 1.3 0.8Others 17.1 16.8 15.0 15.0 14.6Total 100.0 100.0 100.0 100.0 100.0


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Table 12 Laundry Aids Brand Shares 2008-2011


Ujala Supreme Jyothy Laboratories Ltd 48.6 48.8 48.2 48.0Robin Reckitt Benckiser 13.6 13.3 13.0 12.8

(India) LtdVanish Reckitt Benckiser 6.5 8.4 10.0 11.5

(India) LtdRin Hindustan Unilever Ltd 5.7 5.6 5.5 5.4Ranipal Pidilite Industries Ltd 2.7 3.0 3.0 2.9Revive Marico Ltd 2.9 2.9 2.8 2.7Washmate Modicare Ltd 0.6 0.6 0.5 0.5Ujala Jyothy Laboratories Ltd 0.3 0.3 0.3 0.3

Ala Hindustan Lever Ltd - - - -Rin Hindustan Lever Ltd - - - -Revive Marico Industries Ltd - - - -Starch-It Modicare Ltd - - - -Stiffen Modicare Ltd - - - -Private label Private Label 1.7 1.7 1.3 0.8Others 17.3 15.5 15.4 15.0Total 100.0 100.0 100.0 100.0


Table 13 Laundry Detergents Company Shares 2007-2011


Hindustan Unilever Ltd 44.9 44.1 42.9 41.9 41.1Rohit Surfactants Pvt Ltd - - - 14.7 15.9Procter & Gamble Home 7.5 8.4 10.5 12.3 12.6

Products LtdNirma Ltd 17.0 16.9 13.9 11.5 9.3Fena Ltd 2.8 3.0 2.8 2.7 2.8Jyothy Laboratories Ltd - - - - 1.4Godrej Consumer 0.6 0.5 0.5 0.6 0.6

Products Ltd Amway India Enterprises 0.4 0.4 0.4 0.4 0.4

Pvt Ltd

Henkel India Ltd 4.0 3.4 2.8 2.4 -Ghari Industries Pvt Ltd 13.2 13.7 14.4 - -Hindustan Lever Ltd - - - - -Henkel Spic India Ltd - - - - -Private Label 1.2 1.3 1.3 1.2 1.1Others 8.2 8.3 10.5 12.4 14.8Total 100.0 100.0 100.0 100.0 100.0


Table 14 Laundry Detergents Brand Shares 2008-2011


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Wheel Hindustan Unilever Ltd 21.2 21.1 20.7 20.2Ghari Rohit Surfactants Pvt Ltd - - 14.7 15.9Surf Hindustan Unilever Ltd 14.1 14.0 14.0 14.0Nirma Nirma Ltd 16.2 13.3 11.2 9.2Tide Procter & Gamble Home 5.0 6.7 8.2 8.5

Products LtdRin Hindustan Unilever Ltd 6.5 5.9 5.5 5.6Fena Fena Ltd 3.0 2.8 2.7 2.8

Ariel Procter & Gamble Home 1.2 1.4 1.6 1.6Products Ltd

Henko Jyothy Laboratories Ltd - - - 0.8Sunlight Hindustan Unilever Ltd 0.7 0.7 0.7 0.7Ezee Godrej Consumer 0.5 0.5 0.6 0.6

Products LtdMr White Jyothy Laboratories Ltd - - - 0.5

SA8 Amway India Enterprises 0.4 0.4 0.4 0.4Pvt LtdChek Jyothy Laboratories Ltd - - - 0.2Nima Nirma Ltd 0.7 0.6 0.3 0.1Henko Henkel India Ltd 1.8 1.7 1.6 -Mr White Henkel India Ltd 1.0 0.8 0.6 -Chek Henkel India Ltd 0.5 0.3 0.2 -Ghari Ghari Industries Pvt Ltd 13.7 14.4 - -Chek Henkel Spic India Ltd - - - -Henko Henkel Spic India Ltd - - - -Mr White Henkel Spic India Ltd - - - -Rin Hindustan Lever Ltd - - - -Sunlight Hindustan Lever Ltd - - - -Surf Hindustan Lever Ltd - - - -Wheel Hindustan Lever Ltd - - - -Private label Private Label 1.3 1.3 1.2 1.1Others 12.1 14.0 15.9 18.0Total 100.0 100.0 100.0 100.0


Table 15 Forecast Sales of Laundry Care by Category: Value 2011-2016

Rs million2011 2012 2013 2014 2015 2016

Carpet Cleaners - - - - - -

Fabric Softeners - - - - - -Laundry Aids 8,517.5 8,742.5 9,020.5 9,270.6 9,463.0 9,610.5Laundry Detergents 115,380.6 118,471.9 122,166.5 125,227.6 127,599.1 129,363.1Laundry Care 123,898.1 127,214.4 131,187.0 134,498.2 137,062.2 138,973.6

Source: Euromonitor International from trade associations, trade press, company research, trade interviews,trade sources

Table 16 Forecast Sales of Laundry Care by Category: % Value Growth 2011-2016

% constant value growth2011-16 CAGR 2011/16 TOTAL


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