laundry care in india

LAUNDRY CARE IN INDIA

Euromonitor International

August 2014

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 TABLES

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

Table 1 Household Possession of Washing Machines 2008-2013 ............................ 4

Category Data .............................................................................................................................. 4

Table 2 Automatic detergents by type: % value analysis 2008/2013 ........................ 4 Table 3 Sales of Laundry Care by Category: Value 2008-2013 ................................ 5 Table 4 Sales of Laundry Care by Category: % Value Growth 2008-2013 ............... 5 Table 5 Sales of Laundry Aids by Category: Value 2008-2013 ................................. 5 Table 6 Sales of Laundry Aids by Category: % Value Growth 2008-2013 ................ 6 Table 7 Sales of Laundry Detergents by Category: Value 2008-2013 ...................... 6 Table 8 Sales of Laundry Detergents by Category: % Value Growth 2008-

2013 ............................................................................................................. 7 Table 9 Sales of Fabric Softeners by Standard vs Concentrated: % Value

2008-2013 .................................................................................................... 7 Table 10 NBO Company Shares of Laundry Care: % Value 2009-2013 ..................... 7 Table 11 LBN Brand Shares Laundry Care: % Value 2010-2013 ............................... 8 Table 12 NBO Company Shares of Laundry Aids: % Value 2009-2013 ...................... 9 Table 13 LBN Brand Shares of Laundry Aids: % Value 2010-2013 ............................ 9 Table 14 NBO Company Shares of Laundry Detergents: % Value 2009-2013 ......... 10 Table 15 LBN Brand Shares of Laundry Detergents: % Value 2010-2013 ................ 10 Table 16 Forecast Sales of Laundry Care by Category: Value 2013-2018 ............... 11 Table 17 Forecast Sales of Laundry Care by Category: % Value Growth 2013-

2018 ........................................................................................................... 11

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 grows by 12% in current value terms to reach Rs154.3 billion in 2013

The leading manufacturers introduce innovative products, including Surf Excel liquid

detergent from Hindustan Unilever

Average unit price of laundry care increases in current terms in 2013, due to a rise in raw

material prices

Hindustan Unilever continues to lead laundry care in 2013 with a value share of 38%

Sales of laundry care are expected to grow at a CAGR of 3% at constant 2013 prices to reach

Rs176.8 billion in 2018

TRENDS Manufacturers introduced innovations to India to increase the demand for water-saving

products in urban areas of the country. Furthermore, with fast-moving lifestyles and the

availability of wide product portfolios (mid-range to higher prices), consumers were shifting

towards powder detergents and liquid detergents in urban districts. At the same time, rural

consumers were moving towards low-priced detergent products such as Nirma, Fena, Ghari

and Wheel, among others.

Laundry care grew by 12% in current value terms to reach Rs154.3 billion in 2013. This

growth was slightly faster than that recorded in the previous year. Increasing premiumisation

within laundry care products, such as in fabric cleaners, changes in income levels and the

increasing penetration of washing machines in the country led customers into choosing better-

quality premium products, such as automatic detergents and post-wash products, which

boosted value sales in 2013. Furthermore, aside from cleanliness, consumers also looked for

added benefits regarding stain removal, colour, shine and softness of clothes, which

supported sales in 2013.

Fabric softeners, growing from a small base, recorded current value growth of 27% in 2013.

Fabric softeners became increasingly popular as consumers preferred the soft touch and

fragrances that fabric softeners created, such as that offered by Comfort fabric softener. In

2012, Hindustan Unilever launched a single rinse conditioner under the brand name Comfort

One Rinse fabric softener to take advantage of the growth of conditioners and their popularity

among urban Indian consumers.

The average unit price of laundry care further increased in current terms in 2013, which was

due to an increase in raw material prices. Depreciation of the rupee also supported unit price

growth in 2013.

Laundry detergents recorded current value growth of 12% in 2013. The slow shift of rural

consumers to branded products through rising incomes and hence affordability is increasing

in smaller cities. In addition, increasingly westernised lifestyles in urban areas further

supported growth of laundry detergents in 2013. Furthermore, an increase in product

innovation, such as in liquid and concentrated detergents with fragrances, helped aid growth

in 2013.

Increased innovation led to various new features of washing machines. Laundry care

manufacturers provided various types of detergent powders to match with these new varieties

of washing machines, including front load and top load, among others.



Laundry aids, such as fabric conditioners, spot and stain removers, and other laundry

boosters, are mostly preferred by upper-class and upper middle-class consumers. Advertising

is the largest trend within these categories, with a focus on these consumer groups in 2013.

Higher retail mark-ups along with the acquisition of premium shelf positioning improved the

penetration and presence of brands within spot and stain removers in 2013.

Standard automatic detergents, such as Surf Excel and Ariel Front-O-Mat, continued to grow

rapidly in 2013 due to the increasing use of washing machines across the country.

Concentrated powder detergents, such as Surf Excelmatic and Ariel Ultramatic, on the other

hand, accounted for only a marginal share of laundry care in 2013. Automatic detergents

registered a 17% value share of laundry care in 2013.

The concept of using fabric softeners continued to be niche in India. Furthermore, leading

companies sought to capitalise on the increasing awareness and growing incomes of

consumers, such as Hindustan Unilever with the launches of Comfort fabric softener and

Comfort One Rinse. Fabric softeners continued to be a new product for Indian consumers,

who had never used anything other than powder detergents or bar detergents, or laundry

boosters such as liquid blues. Bambi by Dabur India and Downy by Procter & Gamble Home

Products are the other prominent brands with a strong presence in fabric softeners.

According to Euromonitor Internationals socioeconomic data, washing machines continued to

have a low penetration rate of 8% in 2013. Additionally, the penetration of washing machines

in urban areas was around 30% and rural areas continued to have low penetration. Rural

India continues to face many problems such as the lack of a water supply and frequent power

cuts, which restrained growth of the penetration rate of washing machines in these areas. The

concept of washing clothes by hand and domestic help also continued to enjoy huge

popularity in the country.

Washing continued to be done at room temperature, as most consumers continued to be

unaware of ideal washing temperatures for their clothes; however, manufacturers such as

IFB, Samsung, Whirlpool and LG introduced temperature-controlled washing machines, which

were priced at least two to three times higher than fully-automatic washing machines.

Additionally, only a few washing machines had an in-built mechanism for washing clothes at a

temperature lower than 30 degrees Celsius.

The majority of washing machine manufacturers, such as LG and IFB, among others, are

focusing on wash, rinse and spin cycles of lower than 30 minutes. This is primarily attributable

to fast-moving lifestyles in urban localities such as Bangalore, Hyderabad and Chennai. On

the other hand, washing machine manufacturers are offering higher capacity appliances with

shorter cycles to appeal to various types of consumers and to retain them as customers.

India does not have an established network of organised laundrettes in any region. There are

extremely limited branded outlets, such as Fabric Spa, which is a chain operated by Jyothy

Laboratories. Independent laundrettes continued to be found only in urban areas, such as

Delhi, Mumbai and Bangalore. Additionally, community-level laundry washing is usually done

by common helpers who carry out laundry services for a group of people living in the same

area. Hence laundrettes were not popular in India as at the end of the review period.

Dry cleaning is very popular in India and such services can easily be found throughout cities.

Typical clothes that are dry-cleaned are jackets, eveningwear, woollens and other delicate

items.

In 2013, Infiniti Retail aggressively marketed and promoted the brand Fortune descalent

powder, along with its product the Croma washing machine across its outlets. Infiniti Retail

provides its descalent powder brand at a 10-15% discount with the annual purchase of a

Croma washing machine to promote frequent sales.



COMPETITIVE LANDSCAPE Hindustan Unilever continued to maintain its lead of laundry care with a 38% value share in

2013. The company enjoyed a long-established presence in all categories of laundry care

products in India. Furthermore, it continued to offer various products at different price points

that helped it to cater to a wider consumer base. The companys offerings included Wheel

within economy, the mid-priced Rin, and Surf Excel at a premium price point.

Hindustan Unilever registered a marginal increase in its value share in 2013. This rise was

mainly attributable to new product launches in 2013, and also due to variants of its brands

that expanded its range.

Laundry care has a presence of both domestic and international brands. International

manufacturers, including Hindustan Unilever, Procter & Gamble Home Products and Reckitt

Benckiser (India), continued to maintain dominant positions and registered a combined value

share of 65% in 2013. Domestic manufacturers such as Rohit Surfactants Pvt and Nirma,

however, continued to enhance their presence by focusing on geographical expansion to

reach more consumers. Furthermore, other domestic brands such as XXX, T-Series, Vidsha,

and Tran Keri continued to enjoy huge popularity in specific regions and therefore continued

to have low brand recognition at a national level.

In May 2013, Hindustan Unilever launched Surf Excel liquid priced at Rs230/litre. This product

is positioned as premium and is targeted at high-income affluent consumers in urban areas of

India. The move fits into Hindustan Unilever's strategy of premiumisation to improve margins

and cater to all income groups.

Leading retailers such as Star Bazaar and Reliance Fresh launched their private label lines in

2013. In May 2013, Reliance Fresh launched its flagship bar detergents product called

Reliance Sudz, which was targeted at economy users with an average price of Rs54/kg. In

August 2013, Star Bazaar launched Tesco Active Plus, a private label product from Tesco

Hindustan Wholesaling Pvt that was targeted at middle-income consumers.

The Hindustan Unilever advertisement for Surf Excel liquid, which started with the jingle Ye

mera dost hai (He is my friend) appealed strongly to urban consumers and helped push sales

of Surf Excel liquid in 2013.

The leader of laundry care, Hindustan Unilever, launched a HDPE bottle for Surf Excel liquid

detergent to give the product premium appeal to urban consumers. Almost all the liquid

detergent brands in India come in HDPE bottles, giving them premium positioning and

appealing to upper-income affluent consumers.

Economy and standard brands accounted for between 85-90% of value sales in India in 2013.

Premium brands have strong and unique positioning across categories with moderate

margins, such as carpet cleaners and fine fabric detergents, among others.

Private label lines, including 110% by the More supermarket chain, Great Value by Easy

Day, Clean Mate by Big Bazaar and Sudz by Reliance Fresh, have become hugely popular

in India. Most private label products in detergents are distinguished by the offer of various in-

store schemes and discounts. Furthermore, private label continued to emulate the packaging

of leading manufacturers to gain sales.

There are no green companies or brands as such in laundry care in India; however, leading

manufacturers such as Hindustan Unilever carried out initiatives to save water. Hindustan

Unilever launched Comfort One Rinse fabric conditioner, which reduces water consumption

during the rinsing of clothes. Additionally, the company also launched Magic, which reduces

water usage by two-thirds. Magic is an after-wash laundry detergent that is used during the

rinsing of clothes.



PROSPECTS India is undergoing a major evolution in its purchasing habits regarding detergents. The shift

from bars to powder detergents will continue to take place in both rural and urban areas, as

more consumers appreciate their convenience and improved cleaning performance.

Furthermore, with the increasing penetration of washing machines and rising disposable

incomes amongst the middle classes, consumers are expected to upgrade from economy to

mid-priced brands and equally, from mid-priced to premium varieties in urban India.

Forecast growth at constant 2013 prices in this report is a little higher than that in previous

editions. Increasing premiumisation and consumers upgrading to better laundry products will

help support value sales of laundry care products during the forecast period.

The price of the key raw material soda ash is set to rise as the government is planning to

impose additional duties on imports of soda ash, a key input in the production of laundry care

products. Soda ash makes up around 35% of the raw material cost of detergents and such

extra duties would be a major blow to detergent makers during the forecast period and is a

potential threat to the performance of laundry care.

The average unit price of laundry care is set to increase slightly at constant 2013 prices over

the forecast period, mainly because of increases in raw material prices and also a rise in

advertising and marketing expenditure by leading manufacturers. Customers slowly upgrading

to premium products, such as from traditional powder detergents to liquid detergents, will also

support an increase in unit prices during the forecast period.

Surf Excel liquid detergent is expected to perform well during the forecast period. This is

mainly due to advertising of the product and its strong, separate shelf positioning in modern

retailing outlets. It will be further helped by being available in three packaging HDPE bottles of

200ml, 500ml and 1 litre.

Leading manufacturers, such as Hindustan Unilever and Procter & Gamble Home Products,

are set to improve their performance over the forecast period. These international

manufacturers will launch new products within various categories over the forecast period,

which will stem from their global innovation and include pods, among others.

CATEGORY INDICATORS

Table 1 Household Possession of Washing Machines 2008-2013

% possession of washing machine 2008 2009 2010 2011 2012 2013 Washing Machine 6.1 6.5 6.9 7.3 7.7 8.0

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

CATEGORY DATA

Table 2 Automatic detergents by type: % value analysis 2008/2013

% value 2008 2013



Biological 2.0 2.3 Non-biological 98.0 97.7 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 2008-2013

INR million 2008 2009 2010 2011 2012 2013 Carpet Cleaners - - - - - - Fabric Softeners 100.2 147.1 208.8 282.4 362.5 460.8 Laundry Aids 6,375.6 7,014.6 7,688.3 8,512.8 9,395.6 10,521.1 Laundry Detergents 92,955.5 99,967.1 105,651.3 116,731.0 128,036.3 143,269.5 Laundry Care 99,431.3 107,128.8 113,548.4 125,526.3 137,794.4 154,251.4


Table 4 Sales of Laundry Care by Category: % Value Growth 2008-2013

% current value growth 2012/13 2008-13 CAGR 2008/13 Total Carpet Cleaners - - - Fabric Softeners 27.1 35.7 359.8 Laundry Aids 12.0 10.5 65.0 Laundry Detergents 11.9 9.0 54.1 Laundry Care 11.9 9.2 55.1


Table 5 Sales of Laundry Aids by Category: Value 2008-2013

INR million 2008 2009 2010 2011 2012 2013 Colour Safe Laundry - - - - - - Bleach Curtain Care - - - - - - Fabric Fresheners - - - - - - Home Dry Cleaning - - - - - - Spot and Stain Removers 486.4 687.9 900.6 1,143.2 1,401.6 1,718.2 - In-Wash Spot and 452.1 651.8 862.4 1,101.0 1,355.6 1,667.9 Stain Removers - Pre-Wash Spot and 34.3 36.2 38.3 42.2 46.0 50.3 Stain Removers Starch/Ironing Aids 252.1 269.7 286.2 309.0 331.6 362.4 Water Softeners - - - - - - Other Laundry Boosters 5,637.0 6,057.0 6,501.4 7,060.7 7,662.4 8,440.5 Laundry Aids 6,375.6 7,014.6 7,688.3 8,512.8 9,395.6 10,521.1




Table 6 Sales of Laundry Aids by Category: % Value Growth 2008-2013

% current value growth 2012/13 2008-13 CAGR 2008/13 Total Colour Safe Laundry Bleach - - - Curtain Care - - - Fabric Fresheners - - - Home Dry Cleaning - - - Spot and Stain Removers 22.6 28.7 253.2 - In-Wash Spot and Stain Removers 23.0 29.8 268.9 - Pre-Wash Spot and Stain Removers 9.5 8.0 46.8 Starch/Ironing Aids 9.3 7.5 43.7 Water Softeners - - - Other Laundry Boosters 10.2 8.4 49.7 Laundry Aids 12.0 10.5 65.0


Table 7 Sales of Laundry Detergents by Category: Value 2008-2013

INR million 2008 2009 2010 2011 2012 2013 Automatic Detergents 15,670.2 17,440.5 18,973.9 21,283.4 23,694.7 26,800.9 - Powder Detergents 15,336.8 17,065.8 18,516.9 20,755.4 23,105.2 26,145.1 -- Standard Powder 14,958.7 16,643.9 18,063.0 20,240.1 22,528.2 25,486.3 Detergents -- Concentrated Powder 378.2 421.9 453.9 515.4 577.0 658.9 Detergents - Detergent Tablets - - - - - - -- Compact Powder - - - - - - Tablet Detergents -- Liquid Tablet - - - - - - Detergents - Liquid Detergents 333.4 374.7 457.0 527.9 589.5 655.7 -- Standard Liquid 333.4 374.7 457.0 527.9 589.5 655.7 Detergents -- Concentrated Liquid - - - - - - Detergents - Standard Detergents 15,292.0 17,018.6 18,520.0 20,768.0 23,117.7 26,142.0 -- Standard Powder 14,958.7 16,643.9 18,063.0 20,240.1 22,528.2 25,486.3 Detergents -- Standard Liquid 333.4 374.7 457.0 527.9 589.5 655.7 Detergents - Concentrated Detergents 378.2 421.9 453.9 515.4 577.0 658.9 -- Concentrated Powder 378.2 421.9 453.9 515.4 577.0 658.9 Detergents -- Concentrated Liquid - - - - - - Detergents -- Compact Powder - - - - - - Tablet Detergents -- Liquid Tablet - - - - - - Detergents Other Detergents 77,285.3 82,526.6 86,677.4 95,447.7 104,341.6 116,468.7 - Bar Detergents 23,928.0 25,241.4 26,629.0 29,316.5 32,078.1 35,563.9 - Hand Wash Detergents 52,590.8 56,459.2 59,152.6 65,153.4 71,198.4 79,712.1



- Fine Fabric Detergents 766.5 826.0 895.8 977.7 1,065.1 1,192.6 Laundry Detergents 92,955.5 99,967.1 105,651.3 116,731.0 128,036.3 143,269.5


Table 8 Sales of Laundry Detergents by Category: % Value Growth 2008-2013

% current value growth 2012/13 2008-13 CAGR 2008/13 Total Automatic Detergents 13.1 11.3 71.0 - Powder Detergents 13.2 11.3 70.5 -- Standard Powder Detergents 13.1 11.2 70.4 -- Concentrated Powder Detergents 14.2 11.7 74.2 - Detergent Tablets - - - -- Compact Powder Tablet Detergents - - - -- Liquid Tablet Detergents - - - - Liquid Detergents 11.2 14.5 96.7 -- Standard Liquid Detergents 11.2 14.5 96.7 -- Concentrated Liquid Detergents - - - - Standard Detergents 13.1 11.3 71.0 -- Standard Powder Detergents 13.1 11.2 70.4 -- Standard Liquid Detergents 11.2 14.5 96.7 - Concentrated Detergents 14.2 11.7 74.2 -- Concentrated Powder Detergents 14.2 11.7 74.2 -- Concentrated Liquid Detergents - - - -- Compact Powder Tablet Detergents - - - -- Liquid Tablet Detergents - - - Other Detergents 11.6 8.5 50.7 - Bar Detergents 10.9 8.2 48.6 - Hand Wash Detergents 12.0 8.7 51.6 - Fine Fabric Detergents 12.0 9.2 55.6 Laundry Detergents 11.9 9.0 54.1


Table 9 Sales of Fabric Softeners by Standard vs Concentrated: % Value 2008-2013

% retail value rsp 2008 2009 2010 2011 2012 2013 Concentrated 0.2 0.3 0.4 0.5 0.6 0.6 Standard 99.8 99.7 99.6 99.5 99.4 99.3 Total 100.0 100.0 100.0 100.0 100.0 100.0


Table 10 NBO Company Shares of Laundry Care: % Value 2009-2013

% retail value rsp Company 2009 2010 2011 2012 2013 Hindustan Unilever Ltd 40.4 38.9 38.3 37.8 38.1 Rohit Surfactants Pvt Ltd - 13.5 14.6 16.4 16.8 Procter & Gamble Home 9.7 11.2 11.6 11.4 11.4



Products Ltd Nirma Ltd 12.9 10.5 8.6 8.3 8.1 Jyothy Laboratories Ltd 3.5 3.6 4.9 4.9 5.0 Fena Ltd 2.6 2.4 2.5 2.6 2.5 Reckitt Benckiser 1.4 1.5 1.6 1.6 1.7 (India) Ltd Godrej Consumer 0.5 0.6 0.6 0.6 0.6 Products Ltd Amway India Enterprises 0.4 0.5 0.5 0.5 0.4 Pvt Ltd Marico Ltd 0.2 0.2 0.2 0.2 0.2 Pidilite Industries Ltd 0.2 0.2 0.2 0.2 0.2 Henkel India Ltd 2.6 2.2 - - - Ghari Industries Pvt Ltd 13.4 - - - - Hindustan Lever Ltd - - - - - Marico Industries Ltd - - - - - Private Label 1.3 1.2 1.1 1.1 1.0 Others 10.8 13.5 15.4 14.6 14.1 Total 100.0 100.0 100.0 100.0 100.0


Table 11 LBN Brand Shares Laundry Care: % Value 2010-2013

% retail value rsp Brand Company 2010 2011 2012 2013 Wheel Hindustan Unilever Ltd 19.0 18.6 17.8 17.8 Ghari Rohit Surfactants Pvt Ltd 13.5 14.6 16.4 16.8 Surf Hindustan Unilever Ltd 12.9 12.9 13.0 13.3 Nirma Nirma Ltd 10.3 8.5 8.2 8.0 Tide Procter & Gamble Home 7.5 7.8 7.5 7.4 Products Ltd Rin Hindustan Unilever Ltd 5.4 5.5 5.5 5.7 Ujala Supreme Jyothy Laboratories Ltd 3.6 3.6 3.7 3.8 Fena Fena Ltd 2.4 2.5 2.6 2.5 Ariel Procter & Gamble Home 1.4 1.5 1.5 1.5 Products Ltd Vanish Reckitt Benckiser 0.7 0.8 0.9 1.0 (India) Ltd Henko Jyothy Laboratories Ltd - 0.7 0.7 0.7 Robin Reckitt Benckiser 0.8 0.8 0.7 0.7 (India) Ltd Sunlight Hindustan Unilever Ltd 0.6 0.6 0.6 0.6 Ezee Godrej Consumer 0.5 0.5 0.5 0.5 Products Ltd SA8 Amway India Enterprises 0.5 0.5 0.5 0.4 Pvt Ltd Mr White Jyothy Laboratories Ltd - 0.4 0.4 0.3 Comfort Hindustan Unilever Ltd 0.2 0.2 0.2 0.3 Revive Marico Ltd 0.2 0.2 0.2 0.2 Ranipal Pidilite Industries Ltd 0.2 0.2 0.2 0.2 Chek Jyothy Laboratories Ltd - 0.2 0.1 0.1 Nima Nirma Ltd 0.3 0.1 0.1 0.1 Henko Henkel India Ltd 1.4 - - - Mr White Henkel India Ltd 0.6 - - - Chek Henkel India Ltd 0.2 - - - Ghari Ghari Industries Pvt Ltd - - - - Rin Hindustan Lever Ltd - - - -



Sunlight Hindustan Lever Ltd - - - - Surf Hindustan Lever Ltd - - - - Wheel Hindustan Lever Ltd - - - - Revive Marico Industries Ltd - - - - Private label Private Label 1.2 1.1 1.1 1.0 Others 16.7 18.4 17.7 17.2 Total 100.0 100.0 100.0 100.0


Table 12 NBO Company Shares of Laundry Aids: % Value 2009-2013

% retail value rsp Company 2009 2010 2011 2012 2013 Jyothy Laboratories Ltd 53.1 53.3 53.4 54.2 56.6 Reckitt Benckiser 21.1 22.2 23.0 23.8 24.2 (India) Ltd Hindustan Unilever Ltd 4.7 4.6 4.4 4.3 4.1 Marico Ltd 2.9 2.8 2.7 2.7 2.6 Pidilite Industries Ltd 2.7 2.7 2.6 2.5 2.4 Modicare Ltd 0.6 0.5 0.5 0.5 0.5 Hindustan Lever Ltd - - - - - Marico Industries Ltd - - - - - Private Label 1.7 1.3 0.8 0.8 0.8 Others 13.2 12.6 12.5 11.2 8.9 Total 100.0 100.0 100.0 100.0 100.0


Table 13 LBN Brand Shares of Laundry Aids: % Value 2010-2013

% retail value rsp Brand Company 2010 2011 2012 2013 Ujala Supreme Jyothy Laboratories Ltd 53.0 53.1 53.9 56.3 Vanish Reckitt Benckiser 10.0 11.5 12.8 14.0 (India) Ltd Robin Reckitt Benckiser 11.8 11.1 10.6 9.8 (India) Ltd Rin Hindustan Unilever Ltd 4.6 4.4 4.3 4.1 Revive Marico Ltd 2.8 2.7 2.7 2.6 Ranipal Pidilite Industries Ltd 2.7 2.6 2.5 2.4 Washmate Modicare Ltd 0.5 0.5 0.5 0.5 Ujala Jyothy Laboratories Ltd 0.3 0.3 0.3 0.3 Rin Hindustan Lever Ltd - - - - Revive Marico Industries Ltd - - - - Starch-It Modicare Ltd - - - - Stiffen Modicare Ltd - - - - Private label Private Label 1.3 0.8 0.8 0.8 Others 13.1 12.9 11.6 9.2 Total 100.0 100.0 100.0 100.0




Table 14 NBO Company Shares of Laundry Detergents: % Value 2009-2013

% retail value rsp Company 2009 2010 2011 2012 2013 Hindustan Unilever Ltd 42.8 41.3 40.7 40.1 40.5 Rohit Surfactants Pvt Ltd - 14.5 15.7 17.7 18.1 Procter & Gamble Home 10.4 12.1 12.5 12.2 12.2 Products Ltd Nirma Ltd 13.9 11.3 9.2 8.9 8.7 Fena Ltd 2.8 2.6 2.7 2.8 2.7 Jyothy Laboratories Ltd - - 1.4 1.3 1.2 Godrej Consumer 0.5 0.6 0.6 0.6 0.6 Products Ltd Amway India Enterprises 0.4 0.5 0.5 0.5 0.5 Pvt Ltd Henkel India Ltd 2.8 2.4 - - - Ghari Industries Pvt Ltd 14.4 - - - - Hindustan Lever Ltd - - - - - Private Label 1.3 1.2 1.1 1.1 1.1 Others 10.6 13.5 15.6 14.8 14.4 Total 100.0 100.0 100.0 100.0 100.0


Table 15 LBN Brand Shares of Laundry Detergents: % Value 2010-2013

% retail value rsp Brand Company 2010 2011 2012 2013 Wheel Hindustan Unilever Ltd 20.4 20.0 19.2 19.1 Ghari Rohit Surfactants Pvt Ltd 14.5 15.7 17.7 18.1 Surf Hindustan Unilever Ltd 13.8 13.8 14.0 14.3 Nirma Nirma Ltd 11.0 9.1 8.8 8.6 Tide Procter & Gamble Home 8.1 8.4 8.1 8.0 Products Ltd Rin Hindustan Unilever Ltd 5.4 5.5 5.6 5.8 Fena Fena Ltd 2.6 2.7 2.8 2.7 Ariel Procter & Gamble Home 1.5 1.6 1.6 1.6 Products Ltd Henko Jyothy Laboratories Ltd - 0.8 0.8 0.8 Sunlight Hindustan Unilever Ltd 0.7 0.7 0.6 0.6 Ezee Godrej Consumer 0.5 0.6 0.5 0.6 Products Ltd SA8 Amway India Enterprises 0.5 0.5 0.5 0.5 Pvt Ltd Mr White Jyothy Laboratories Ltd - 0.4 0.4 0.4 Chek Jyothy Laboratories Ltd - 0.2 0.1 0.1 Nima Nirma Ltd 0.3 0.1 0.1 0.1 Henko Henkel India Ltd 1.5 - - - Mr White Henkel India Ltd 0.6 - - - Chek Henkel India Ltd 0.2 - - - Ghari Ghari Industries Pvt Ltd - - - - Rin Hindustan Lever Ltd - - - - Sunlight Hindustan Lever Ltd - - - - Surf Hindustan Lever Ltd - - - - Wheel Hindustan Lever Ltd - - - - Private label Private Label 1.2 1.1 1.1 1.1 Others 16.9 18.8 18.1 17.7



Total 100.0 100.0 100.0 100.0


Table 16 Forecast Sales of Laundry Care by Category: Value 2013-2018

INR million 2013 2014 2015 2016 2017 2018 Carpet Cleaners - - - - - - Fabric Softeners 460.8 533.3 611.9 698.6 784.8 874.4 Laundry Aids 10,521.1 10,916.4 11,306.9 11,690.0 12,082.2 12,460.9 Laundry Detergents 143,269.5 148,070.1 152,511.2 156,655.3 160,279.5 163,439.0 Laundry Care 154,251.4 159,519.8 164,430.0 169,043.9 173,146.5 176,774.3

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

Table 17 Forecast Sales of Laundry Care by Category: % Value Growth 2013-2018

% constant value growth 2013-18 CAGR 2013/18 TOTAL Carpet Cleaners - - Fabric Softeners 13.7 89.8 Laundry Aids 3.4 18.4 Laundry Detergents 2.7 14.1 Laundry Care 2.8 14.6

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

laundry care in india

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