Home Care Category

Value (Rs. Cr)

Category
06-07
Fabric Care General Purpose Household Cleaning Cleanersutensils

07-08

08-09

CAGR

Ad Spends (Jan09-Dec 09)

10,582.4 3,552.8

9,611.3 3,765.6

12,436 3,876.6

476.4
556.5

496.6
735

570.5
940

TOTAL

15,168.1 14,608.5 17,823.1

Market Overview
Fabric Cleaner= Rs. 12,436 Cr. (08-09) Sub Category
Particulars Value (Rs. Cr.) % Cont % Growth rate

Washing Detergent Soaps powders/ cakes/bars cakes/bars liquids 4678.9 931 6250.9
37.62 27.31 7.48 16.43 50.26 22.42

Blues 475.5 3.82 5.97

Pre- post wash/ products 99.7

.82 30.67

Detergent cakes/bars (08-09) Players

Surf Excel Ghari Wheel active easy wash Rin Advance Nima

Value (Rs. Cr.) 753.3 472.5 425.8 496 290

Soap cakes/bars (08-09)

Blues (08-09)

Players
Others Cake

Value (Rs. Cr.)

163.8

Players
Ujala Supreme

Value (Rs. Cr.)

301.8

Wheel OK
Chakula Others Bar Sunlight Colour Smart

128.5
71.7 69.8 45.6

Robin Dazling
Liq. Blue Robin Power Blue Arati

32.3
15.7 14.7 11.4

Washing powder/ liquid (08-09) Players

Ghari Wheel Active easy wash Wheel Active easy wash Surf Excel Quick Wash Surf Excel Blue

Pre-Post wash products (08-09) Players

Vanish Rin Revive Super Strong Ujala

Value (Rs. Cr.)

868.9 712.6 418.8 387.5 312.5

Value (Rs. Cr.)

21.8 21.4 17.3 11.8

Comfort after wah

6.4

General Purpose= Rs. 3,876.6 Cr. (08-09) Sub Category

Particulars Value (Rs. Cr.) % Cont %Growth rate Home Batteries Air freshener insecticides 1695 94.5 286.9 43.72 2.43 7.40 -9.42 32.54 21.72 Mosquito repellents 1698.5 43.82 14.11 Shoe polishes 101.7 2.63 2.94

Mosquito repellents(08-09)
Player
Allout Double Power Good Knight Jumbo Mortein Power Booster Maxo Cyclothin Good Knight

Value (Rs. Cr.)

270 220.8 180 152.8 147.8

Batteries(08-09)
Player
Eveready 950 BB Eveready 1015 FB Eveready 915 FB Panasonic Nippo UM 1P BB

Home insecticides(08-09)
Player
Hit
Laxmanrekha Mortein Gold Mortein Rat Kill Baygon Cockroch Special

Value(Rs. Cr.)
210.2 178 150.9 135.6 125.4

Value(Rs. Cr.)
108.4
22.4 20.6 18.4 11.8

Air freshner(08-09)
Player
Odonil

Value(Rs. Cr.)
46.8

Shoe polish(08-09) Player Value(Rs. Cr.)

Cherry Blossom Kiwi Cherry Blossom Rich Robin Kiwi Express. 60 8.7 5.3 4.8 3.1

Premium
Air Wick Concord Riya

13
11.2 3.2 2.7

Household Cleaners= Rs.570.5Cr. (08-09) Sub Category

Particulars Value (Rs. Cr.) % Cont % Growth rate Phenyls 147 25.78 7.06 Scourers 423.5 74.22 24.60

Phenyls(08-09) Player
Others Lamp Brand Phenol Cross Nimyle Doctor Brand Phenyl

Value(Rs. Cr.)
53.9
10.7 6.7 5.9 5.4

Dish wash= Rs.940 Cr. (08-09) Sub Category

Particulars Value (Rs. Cr.) % Cont % Growth rate Liquid 75.2 8 Detergent 300.8 32 Bar 564 60

Dish wash(08-09) Player

Vim Pril Pitambari Sabena Exo Dish Wash Bar

Value(Rs. Cr.)
369.5 52.64 40.7 29.3 20.3