Detergent Market in India

LAUNDRY CARE IN INDIAEuromonitor International September 2012 L A UNDRY CA RE I N I NDI A P a s s p o r t I © E u r o mo n i t o r I n t e r n a t i o n a l LIST OF CONTENTS AND TABLES Headlines ..................................................................................................................................... 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 L A UNDRY CA RE I N I NDI A P a s s p o r t 1 © E u r o mo n i t o r I n t e r n a t i o n a l 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 to established 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% value share in 2011  Laundry care in India is expected to increase by a constant value CAGR of 2% over the forecast 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 of the Ghari detergents brand by Rohit Surfactants offered strong competition to the leading brand Wheel. This narrowed the difference between the Wheel and Ghari brands to four percentage points in value terms. This was largely achieved due to the strong presence of the brand 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 widened the distribution reach of the brand to 19 states. The surprising aspect in all of this is that Ghari is priced higher than Wheel and Nirma. In a category which is highly price-sensitive, Ghari still managed 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. This growth was much faster than the 5% current value growth in 2010. This high growth rate can mainly be attributed to the dramatic increase in average unit prices, due to increases in the prices of raw materials and oil. Bar detergents and hand wash detergents saw amongst the highest 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 all laundry care categories in 2011. With 27% current value growth in 2011, this category is dominated by a single brand: Reckitt Benckiser (India)’s Vanish Shakti O2, which accounted for an 89% share of value sales. The brand is gradually gaining popularity due to the increasing prevalence of high-quality branded apparel in urban wardrobes. This helped to raise 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 Products increasing the prices of their brands Wheel and Tide respectively. As a result, most laundry care products witnessed a rise in unit prices. Hindustan Unilever increased the price of its economy 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 detergents and fine fabric detergents were 7% and 9% respectively in 2011. These products were slowly achieving a higher presence on modern retail shelves due to higher disposable incomes and higher marketing spend by manufacturers. For instance, Godrej Consumer Products claims that its brand Ezee does not contain soda; hence it can be used for fine fabric detergents. The company used television actress Sakshi Tanwar as the ambassador for this brand. The awareness of such products, created by strong advertising, led to growth in these categories. L A UNDRY CA RE I N I NDI A P a s s p o r t 2 © E u r o mo n i t o r I n t e r n a t i o n a l  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 wash detergents. 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 than regular Tide, to reach a broader spectrum of Indian households. Higher penetration of washing machines in second-tier and third-tier cities propelled the demand for automatic detergents, but demand for such products is still far lower than the demand for hand wash detergents.  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 be represented by fabric whiteners, which are long-established in the Indian market. Jyothy Laboratories to a large extent created even greater awareness for fabric whiteners by high media attention for its brand Ujala, with the tagline “Chaar boondon wala”, which means “Four drops are used” Other dominant brands are Robin, Ranipal and Rin.  Automatic detergents still accounted for only an 18% share of overall value sales of laundry detergents in 2011. Whilst the low penetration of washing machines played a major role in limiting the growth of this category, there is also ignorance of the functional differences between hand wash and automatic detergents. Therefore, hand wash detergents are also used in washing machines. However, awareness of automatic detergents is slowly increasing. Salespersons selling washing machines are insisting that consumers use only automatic detergents in their washing machines. Hence, automatic detergents is expected to show stronger growth than hand wash detergents in the forecast period.  The concept of using fabric softeners had still not evolved in India in 2011. However, with increasing awareness and higher incomes, companies such as Hindustan Unilever have already anticipated the potential for this category; hence it launched a range of fabric softeners under its Comfort brand during 2010. The brand has first-mover advantage, and is set to benefit should the use of fabric softeners take off. It is available in variants such as Lily Fresh, Loving Pink and Relaxing Green. This is a new product for Indian consumers who have 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 other prominent brands which have a presence in the market.  Washing machines do not enjoy high penetration in India, as only 9% of households in India owned a washing machine in 2011. Urban India enjoys higher penetration due to higher disposable incomes. Rural India faces many problems, such as a lack of water supply and frequent power cuts, which limit the growth of washing machines. However, the penetration of washing machines is rather rosy compared with dishwashers, which have a negligible presence 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 room temperatures. Manufacturers such as IFB, Samsung, Whirlpool and LG have introduced temperature-controlled washing machines which are priced at least two to three times higher than fully automatic washing machines. Hence, such washing machines are not very popular in the Indian market.  The average washing machine user remains unconcerned about time or environmental factors justifying shorter washing cycles. However, leading washing machine manufacturers still looked to capitalise on sales by introducing washing machines with shorter washing cycles to target single and employed adults. Whilst this met with moderate success, this L A UNDRY CA RE I N I NDI A P a s s p o r t 3 © E u r o mo n i t o r I n t e r n a t i o n a l concept could take off over the next few years, as “going green”, together with the need for time-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, the services 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 wear or 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% value share. The company has a strong presence in both automatic detergents and other detergents. The company has introduced various products at different price points to cater to a wider audience. For instance, Wheel is its economy detergent, and Surf is mid-priced. Rin is available under the premium and economy segments.  Rohit Surfactants enjoyed the highest growth in value sales in 2011. The company remained the second largest player, with a 15% value share in 2011. Its growth was mainly attributable to Ghari 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 widened the distribution reach of the brand to 19 states. The company also strengthened its presence in the rural market by keeping prices constant, despite inflation. Nirma, on the other hand, is gradually losing its hold in laundry detergents, as its value share in overall laundry care also slipped by two percentage 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), were responsible 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 and Fena 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 and rural markets. However, these brands cannot invest in television advertising, and hence have low brand recognition.  In September 2011, Reckitt Benckiser (India) launched the stain remover Vanish Liquid with added Oxygen. The company claims that the product is easy to use and less time-consuming compared with other stain removers. To create maximum appeal, the product also added perfume for a stronger fragrance. The company remained the leader in spot and stain removers, holding an 88% value share in 2011. The company used a famous Bollywood actress, known as Sridevi, as the ambassador for its brand Vanish.  Multinational companies have investment potential at their disposal. All these companies invest heavily in television advertising, thus achieving brand recognition when consumers see the products on retail shelves. However, Rohit Surfactants uses a different approach. The company participates in exhibitions and road shows, mostly in rural India. This is to reduce the 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”, which means "First use and then trust”, also connected well amongst its audience. L A UNDRY CA RE I N I NDI A P a s s p o r t 4 © E u r o mo n i t o r I n t e r n a t i o n a l  During 2011, Hindustan Unilever launched a voice-based mobile phone campaign for its detergents brand Wheel, aimed mainly at buyers in rural India. The company also used Bollywood diva Madhuri Dixit and South Indian actress Jyothika to promote the Comfort brand, 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 with Bollywood actor Madhavan as the new brand ambassador.  In 2011 there were not many packaging innovations within laundry care. Companies chose to focus on building sales through marketing and strengthening their distribution channels. However, there was some activity amongst private label products. Private label producers launched their products in the same colours as branded products, so that they appeared similar to brands from established players. These products were placed beside branded products on the shelves, which easily confused consumers. This was particularly prevalent in Spar supermarkets and hypermarkets.  Given the primitive stage of the transition from other detergents to automatic detergents in India, all automatic detergent brands (including Ariel and Surf Excel) are seen as premium brands. Other detergents comprised both standard and economy brands in 2011. Mid-priced brands such as Rin and Tide are brands targeting middle-class consumers in cosmopolitan and second-tier cities. However, the majority of sales of hand wash detergents and bar detergents 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 lower than the share in 2010. This was mainly due to the price reductions by private label, so that these products could compete with other brands. However, the visibility of private label is quite high in all categories in laundry care. All the modern retail chains, such as Aditya Birla Retail and Pantaloon Retail India, offer private label laundry care products. The packaging of these products is also very similar to that of established brands. Reliance Retail also rolled out a project in Mumbai, whereby the company hired middle-income, middle-class women to sell Reliance’s 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 laundry activities on the environment. Product features and price are still the primary factors which influence the purchasing behaviour of consumers.  Jyothy Laboratories bought a majority stake in Henkel India in May 2011. Henkel India has established brands such as Fa, Henko, Pril and Margo in its product portfolio. Godrej Consumer Products also acquired two brands, Genteel and Swastik, owned by Essence Consumer Care Products and Naturesse Consumer Care Products respectively. PROSPECTS  Laundry care is expected to continue to be driven by detergents. The shift from bar detergents to powder detergents will continue to take place in the rural and urban markets, as more and more consumers opt for the convenience and better performance of powders versus bars. Niche categories are expected to emerge and perform well, due to increasing disposable incomes amongst the middle-classes. Consumers are also expected to upgrade from economy to mid-priced brands, and from mid-priced to premium brands. Scented variants in all 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 higher growth in categories such as spot and stain removers and powder detergents. Increasing L A UNDRY CA RE I N I NDI A P a s s p o r t 5 © E u r o mo n i t o r I n t e r n a t i o n a l penetration of washing machines will drive sales of powder detergents. New categories such as pre-wash spot and stain removers and fine fabric detergents are also expected to perform well, due to the increasing awareness of such products. Laundry aids and niche detergent categories 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 to maintain these items.  Constant value growth in the forecast period is expected to be driven by trading up between product categories, as well as by price increases, as consumers are increasingly willing to pay for high-quality products in order to cater to their apparel requirements. However, current value price growth will remain lower than that registered over the review period, as laundry care 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 increasing inflationary pressures, manufacturers are being forced to increase unit prices. This is one of the biggest challenges for the industry, as consumers are still price-sensitive. Rising product prices may discourage consumers from switching to relatively premium products, or investing in the value-added category of laundry aids.  Overall growth in laundry care will be fuelled by categories such as spot and stain removers and powder detergents in the forecast period. This growth will mainly be attributable to rising disposable incomes amongst the middle-classes. Manufacturers such as Hindustan Unilever and Procter & Gamble Home Products are investing heavily in television advertising, thus achieving brand recognition when consumers see the products on retail shelves. Newer categories are expected to emerge.  As seen in 2011, price competition is integral to the dynamics of laundry care in India. As such, multipacks, product tag-alongs (for instance fabric softener with laundry detergent) and pack 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 categories such as bar detergents may not fluctuate much in constant terms, as players look to retain their loyal consumer base.  Vanish Liquid with added Oxygen is expected to perform well in second-tier and first-tier cities in India. Reckitt Benckiser (India) is already the leader in spot and stain removers. This will further strengthen the hold the company has in this category. The company leveraged the brand name Vanish to launch the new product. The strong distribution network and deep pockets 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 national brand and compete with its multinational rivals, which have built their brand reputations by spending thousands of crores each year on advertising and promotion. Rohit Surfactants also plans to launch a mid-priced to premium laundry brand, Uni Wash, to compete with Rin and Tide. Ghari has strongly positioned itself in the economy segment. Hence the company has plans to launch a totally new brand to tap into consumers in the premium segment. Hindustan Unilever and Procter & Gamble Home Products have also been quite aggressive on the pricing front, with their popular brands Rin and Tide, to reach millions of new customers in emerging markets including India, and are also working on strengthening their distribution reach. L A UNDRY CA RE I N I NDI A P a s s p o r t 6 © E u r o mo n i t o r I n t e r n a t i o n a l 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 27.5 Rural 0.1 0.2 0.2 0.3 0.4 0.6 Total 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 1.0 Non-biological 100.0 99.0 Total 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 million 2006 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 8,517.5 Laundry Detergents 73,086.4 78,606.4 92,810.3 99,727.1 104,166.9 115,380.6 Laundry Care 78,368.1 84,414.8 99,185.9 106,741.6 111,855.2 123,898.1 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources 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 61.3 Laundry Detergents 10.8 9.6 57.9 Laundry Care 10.8 9.6 58.1 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 5 Sales of Laundry Aids by Category: Value 2006-2011 L A UNDRY CA RE I N I NDI A P a s s p o r t 7 © E u r o mo n i t o r I n t e r n a t i o n a l Rs million 2006 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 Removers Starch/Ironing Aids 220.1 234.4 252.1 269.7 286.2 308.1 Water Softeners - - - - - - Other Laundry Boosters 4,879.2 5,262.1 5,637.0 6,057.0 6,501.4 7,070.0 Laundry 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 growth 2010/11 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 43.6 Starch/Ironing Aids 7.7 7.0 40.0 Water Softeners - - - Other Laundry Boosters 8.7 7.7 44.9 Laundry Aids 10.8 10.0 61.3 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 7 Sales of Laundry Detergents by Category: Value 2006-2011 Rs million 2006 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 229.3 247.1 263.6 272.7 288.2 309.5 Other 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 614.9 646.4 691.1 743.2 804.5 876.1 Laundry Detergents 73,086.4 78,606.4 92,810.3 99,727.1 104,166.9 115,380.6 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources L A UNDRY CA RE I N I NDI A P a s s p o r t 8 © E u r o mo n i t o r I n t e r n a t i o n a l Table 8 Sales of Laundry Detergents by Category: % Value Growth 2006-2011 % current value growth 2010/11 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 35.0 Other 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 42.5 Laundry Detergents 10.8 9.6 57.9 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 9 Laundry Care Company Shares 2007-2011 % retail value rsp Company 2007 2008 2009 2010 2011 Hindustan Unilever Ltd 42.3 41.7 40.4 39.4 38.7 Rohit Surfactants Pvt Ltd - - - 13.7 14.8 Procter & Gamble Home 7.0 7.9 9.8 11.4 11.8 Products Ltd Nirma Ltd 15.9 15.8 13.0 10.7 8.7 Jyothy Laboratories Ltd 3.5 3.1 3.2 3.3 4.6 Fena Ltd 2.6 2.8 2.6 2.5 2.6 Reckitt Benckiser 1.4 1.3 1.5 1.6 1.7 (India) Ltd Godrej 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 Ltd Pidilite Industries Ltd 0.1 0.2 0.2 0.2 0.2 Marico Ltd 0.2 0.2 0.2 0.2 0.2 Henkel 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 1.1 Others 8.8 8.9 10.8 12.6 14.8 Total 100.0 100.0 100.0 100.0 100.0 Source: 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 rsp Brand Company 2008 2009 2010 2011 Wheel Hindustan Unilever Ltd 19.8 19.7 19.3 18.8 L A UNDRY CA RE I N I NDI A P a s s p o r t 9 © E u r o mo n i t o r I n t e r n a t i o n a l Ghari Rohit Surfactants Pvt Ltd - - 13.7 14.8 Surf Hindustan Unilever Ltd 13.2 13.1 13.0 13.0 Nirma Nirma Ltd 15.2 12.5 10.4 8.6 Tide Procter & Gamble Home 4.7 6.3 7.6 7.9 Products Ltd Rin Hindustan Unilever Ltd 6.4 5.9 5.5 5.6 Ujala Supreme Jyothy Laboratories Ltd 3.1 3.2 3.3 3.3 Fena Fena Ltd 2.8 2.6 2.5 2.6 Ariel Procter & Gamble Home 1.1 1.3 1.4 1.5 Products 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 - - - 0.7 Sunlight Hindustan Unilever Ltd 0.7 0.7 0.6 0.6 Ezee Godrej Consumer 0.5 0.5 0.5 0.5 Products Ltd Mr White Jyothy Laboratories Ltd - - - 0.4 SA8 Amway India Enterprises 0.3 0.3 0.3 0.3 Pvt Ltd Ranipal Pidilite Industries Ltd 0.2 0.2 0.2 0.2 Revive Marico Ltd 0.2 0.2 0.2 0.2 Chek Jyothy Laboratories Ltd - - - 0.2 Nima Nirma Ltd 0.7 0.5 0.3 0.1 Henko 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 1.1 Others 12.5 14.2 15.9 17.9 Total 100.0 100.0 100.0 100.0 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 11 Laundry Aids Company Shares 2007-2011 % retail value rsp Company 2007 2008 2009 2010 2011 Jyothy Laboratories Ltd 50.3 48.9 49.1 48.5 48.3 Reckitt Benckiser 19.6 20.6 22.1 23.4 24.7 (India) Ltd Hindustan Unilever Ltd 5.8 5.7 5.6 5.5 5.4 Pidilite Industries Ltd 1.8 2.7 3.0 3.0 2.9 Marico Ltd 2.9 2.9 2.9 2.8 2.7 Modicare Ltd 0.6 0.6 0.6 0.5 0.5 Hindustan Lever Ltd - - - - - Marico Industries Ltd - - - - - Private Label 1.8 1.7 1.7 1.3 0.8 Others 17.1 16.8 15.0 15.0 14.6 Total 100.0 100.0 100.0 100.0 100.0 L A UNDRY CA RE I N I NDI A P a s s p o r t 10 © E u r o mo n i t o r I n t e r n a t i o n a l Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 12 Laundry Aids Brand Shares 2008-2011 % retail value rsp Brand Company 2008 2009 2010 2011 Ujala Supreme Jyothy Laboratories Ltd 48.6 48.8 48.2 48.0 Robin Reckitt Benckiser 13.6 13.3 13.0 12.8 (India) Ltd Vanish Reckitt Benckiser 6.5 8.4 10.0 11.5 (India) Ltd Rin Hindustan Unilever Ltd 5.7 5.6 5.5 5.4 Ranipal Pidilite Industries Ltd 2.7 3.0 3.0 2.9 Revive Marico Ltd 2.9 2.9 2.8 2.7 Washmate Modicare Ltd 0.6 0.6 0.5 0.5 Ujala 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 0.8 Others 17.3 15.5 15.4 15.0 Total 100.0 100.0 100.0 100.0 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 13 Laundry Detergents Company Shares 2007-2011 % retail value rsp Company 2007 2008 2009 2010 2011 Hindustan Unilever Ltd 44.9 44.1 42.9 41.9 41.1 Rohit Surfactants Pvt Ltd - - - 14.7 15.9 Procter & Gamble Home 7.5 8.4 10.5 12.3 12.6 Products Ltd Nirma Ltd 17.0 16.9 13.9 11.5 9.3 Fena Ltd 2.8 3.0 2.8 2.7 2.8 Jyothy Laboratories Ltd - - - - 1.4 Godrej 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 1.1 Others 8.2 8.3 10.5 12.4 14.8 Total 100.0 100.0 100.0 100.0 100.0 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 14 Laundry Detergents Brand Shares 2008-2011 L A UNDRY CA RE I N I NDI A P a s s p o r t 11 © E u r o mo n i t o r I n t e r n a t i o n a l % retail value rsp Brand Company 2008 2009 2010 2011 Wheel Hindustan Unilever Ltd 21.2 21.1 20.7 20.2 Ghari Rohit Surfactants Pvt Ltd - - 14.7 15.9 Surf Hindustan Unilever Ltd 14.1 14.0 14.0 14.0 Nirma Nirma Ltd 16.2 13.3 11.2 9.2 Tide Procter & Gamble Home 5.0 6.7 8.2 8.5 Products Ltd Rin Hindustan Unilever Ltd 6.5 5.9 5.5 5.6 Fena Fena Ltd 3.0 2.8 2.7 2.8 Ariel Procter & Gamble Home 1.2 1.4 1.6 1.6 Products Ltd Henko Jyothy Laboratories Ltd - - - 0.8 Sunlight Hindustan Unilever Ltd 0.7 0.7 0.7 0.7 Ezee Godrej Consumer 0.5 0.5 0.6 0.6 Products Ltd Mr White Jyothy Laboratories Ltd - - - 0.5 SA8 Amway India Enterprises 0.4 0.4 0.4 0.4 Pvt Ltd Chek Jyothy Laboratories Ltd - - - 0.2 Nima Nirma Ltd 0.7 0.6 0.3 0.1 Henko 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 1.1 Others 12.1 14.0 15.9 18.0 Total 100.0 100.0 100.0 100.0 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 15 Forecast Sales of Laundry Care by Category: Value 2011-2016 Rs million 2011 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 9,610.5 Laundry Detergents 115,380.6 118,471.9 122,166.5 125,227.6 127,599.1 129,363.1 Laundry 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 growth 2011-16 CAGR 2011/16 TOTAL L A UNDRY CA RE I N I NDI A P a s s p o r t 12 © E u r o mo n i t o r I n t e r n a t i o n a l Carpet Cleaners - - Fabric Softeners - - Laundry Aids 2.4 12.8 Laundry Detergents 2.3 12.1 Laundry Care 2.3 12.2 Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources