Laundry Care in India

LAUNDRY CARE IN INDIA
Euromonitor International
August 2014
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
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Table 17
Automatic detergents by type: % value analysis 2008/2013 ........................ 4

Sales of Laundry Care by Category: Value 2008-2013 ................................ 5
Sales of Laundry Care by Category: % Value Growth 2008-2013 ............... 5
Sales of Laundry Aids by Category: Value 2008-2013 ................................. 5
Sales of Laundry Aids by Category: % Value Growth 2008-2013 ................ 6
Sales of Laundry Detergents by Category: Value 2008-2013 ...................... 6
Sales of Laundry Detergents by Category: % Value Growth 20082013 ............................................................................................................. 7
Sales of Fabric Softeners by Standard vs Concentrated: % Value
2008-2013 .................................................................................................... 7
NBO Company Shares of Laundry Care: % Value 2009-2013 ..................... 7
LBN Brand Shares Laundry Care: % Value 2010-2013 ............................... 8
NBO Company Shares of Laundry Aids: % Value 2009-2013...................... 9
LBN Brand Shares of Laundry Aids: % Value 2010-2013 ............................ 9
NBO Company Shares of Laundry Detergents: % Value 2009-2013 ......... 10
LBN Brand Shares of Laundry Detergents: % Value 2010-2013................ 10
Forecast Sales of Laundry Care by Category: Value 2013-2018 ............... 11
Forecast Sales of Laundry Care by Category: % Value Growth 20132018 ........................................................................................................... 11
Passport

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 betterquality 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.
Passport
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.
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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 instore 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.
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Passport
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
Washing Machine
Source:
2008
2009
2010
2011
2012
2013
6.1
6.5
6.9
7.3
7.7
8.0
Euromonitor International from official statistics, trade associations, trade interviews
CATEGORY DATA
Table 2
Automatic detergents by type: % value analysis 2008/2013
% value
2008
2013
Passport
Biological
Non-biological
Total
Source:
2.0
98.0
100.0
2.3
97.7
100.0
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
Carpet Cleaners
Fabric Softeners
Laundry Aids
Laundry Detergents
Laundry Care
2008
2009
2010
2011
2012
2013
100.2
6,375.6
92,955.5
99,431.3
147.1
7,014.6
99,967.1
107,128.8
208.8
7,688.3
105,651.3
113,548.4
282.4
8,512.8
116,731.0
125,526.3
362.5
9,395.6
128,036.3
137,794.4
460.8
10,521.1
143,269.5
154,251.4
Source:
Table 4
Sales of Laundry Care by Category: % Value Growth 2008-2013
% current value growth
Carpet Cleaners
Fabric Softeners
Laundry Aids
Laundry Detergents
Laundry Care
Source:
2012/13
2008-13 CAGR
2008/13 Total
27.1
12.0
11.9
11.9
35.7
10.5
9.0
9.2
359.8
65.0
54.1
55.1
Table 5
Sales of Laundry Aids by Category: Value 2008-2013
INR million
Colour Safe Laundry

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

Curtain Care
Fabric Fresheners
Home Dry Cleaning
Spot and Stain Removers
- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
Starch/Ironing Aids
Water Softeners
Other Laundry Boosters
Laundry Aids
Source:
2012/13
2008-13 CAGR
2008/13 Total
22.6
23.0
9.5
9.3
10.2
12.0
28.7
29.8
8.0
7.5
8.4
10.5
253.2
268.9
46.8
43.7
49.7
65.0
Table 7
Sales of Laundry Detergents by Category: Value 2008-2013
INR million
Automatic Detergents
- Powder Detergents
-- Standard Powder
Detergents
-- Concentrated Powder
Detergents
- Detergent Tablets
-- Compact Powder
Tablet Detergents
-- Liquid Tablet
Detergents
- Liquid Detergents
-- Standard Liquid
Detergents
-- Concentrated Liquid
Detergents
- Standard Detergents
-- Standard Powder
Detergents
-- Standard Liquid
Detergents
- Concentrated Detergents
-- Concentrated Powder
Detergents
-- Concentrated Liquid
Detergents
-- Compact Powder
Tablet Detergents
-- Liquid Tablet
Detergents
Other Detergents
- Bar Detergents
- Hand Wash Detergents
2008
2009
2010
2011
2012
2013
15,670.2
15,336.8
14,958.7
17,440.5
17,065.8
16,643.9
18,973.9
18,516.9
18,063.0
21,283.4
20,755.4
20,240.1
23,694.7
23,105.2
22,528.2
26,800.9
26,145.1
25,486.3
378.2
421.9
453.9
515.4
577.0
658.9
333.4
333.4
374.7
374.7
457.0
457.0
527.9
527.9
589.5
589.5
655.7
655.7
15,292.0
14,958.7
17,018.6
16,643.9
18,520.0
18,063.0
20,768.0
20,240.1
23,117.7
22,528.2
26,142.0
25,486.3
333.4
374.7
457.0
527.9
589.5
655.7
378.2
378.2
421.9
421.9
453.9
453.9
515.4
515.4
577.0
577.0
658.9
658.9
77,285.3
23,928.0
52,590.8
82,526.6
25,241.4
56,459.2
86,677.4
26,629.0
59,152.6
95,447.7
29,316.5
65,153.4
104,341.6
32,078.1
71,198.4
116,468.7
35,563.9
79,712.1
- Fine Fabric Detergents

Laundry Detergents
Source:
Passport
766.5
92,955.5
826.0
99,967.1
895.8
105,651.3
977.7
116,731.0
1,065.1
128,036.3
1,192.6
143,269.5
Table 8
Sales of Laundry Detergents by Category: % Value Growth 2008-2013
Automatic Detergents
- Powder Detergents
-- Standard Powder Detergents
-- Concentrated Powder Detergents
- Detergent Tablets
-- Compact Powder Tablet Detergents
-- Liquid Tablet Detergents
- Liquid Detergents
-- Standard Liquid Detergents
-- Concentrated Liquid Detergents
- Standard Detergents
-- Standard Powder Detergents
-- Standard Liquid Detergents
- Concentrated Detergents
-- Concentrated Powder Detergents
-- Concentrated Liquid Detergents
-- Compact Powder Tablet Detergents
-- Liquid Tablet Detergents
Other Detergents
- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
Laundry Detergents
Source:
2012/13
2008-13 CAGR
2008/13 Total
13.1
13.2
13.1
14.2
11.2
11.2
13.1
13.1
11.2
14.2
14.2
11.6
10.9
12.0
12.0
11.9
11.3
11.3
11.2
11.7
14.5
14.5
11.3
11.2
14.5
11.7
11.7
8.5
8.2
8.7
9.2
9.0
71.0
70.5
70.4
74.2
96.7
96.7
71.0
70.4
96.7
74.2
74.2
50.7
48.6
51.6
55.6
54.1
Table 9
Sales of Fabric Softeners by Standard vs Concentrated: % Value 2008-2013
% retail value rsp
Concentrated
Standard
Total
Source:
2008
2009
2010
2011
2012
2013
0.2
99.8
100.0
0.3
99.7
100.0
0.4
99.6
100.0
0.5
99.5
100.0
0.6
99.4
100.0
0.6
99.3
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

Rohit Surfactants Pvt Ltd
Procter & Gamble Home
40.4
9.7
38.9
13.5
11.2
38.3
14.6
11.6
37.8
16.4
11.4
38.1
16.8
11.4
Passport
Products Ltd
Nirma Ltd
Jyothy Laboratories Ltd
Fena Ltd
Reckitt Benckiser
(India) Ltd
Godrej Consumer
Products Ltd
Amway India Enterprises
Pvt Ltd
Marico Ltd
Pidilite Industries Ltd
Henkel India Ltd
Ghari Industries Pvt Ltd
Hindustan Lever Ltd
Marico Industries Ltd
Private Label
Others
Total
Source:
12.9
3.5
2.6
1.4
10.5
3.6
2.4
1.5
8.6
4.9
2.5
1.6
8.3
4.9
2.6
1.6
8.1
5.0
2.5
1.7
0.5
0.6
0.6
0.6
0.6
0.4
0.5
0.5
0.5
0.4
0.2
0.2
2.6
13.4
1.3
10.8
100.0
0.2
0.2
2.2
1.2
13.5
100.0
0.2
0.2
1.1
15.4
100.0
0.2
0.2
1.1
14.6
100.0
0.2
0.2
1.0
14.1
100.0
Table 11
LBN Brand Shares Laundry Care: % Value 2010-2013
% retail value rsp

Brand
Wheel
Ghari
Surf
Nirma
Tide
Rin
Ujala Supreme
Fena
Ariel
Vanish
Henko
Robin
Sunlight
Ezee
SA8
Mr White
Comfort
Revive
Ranipal
Chek
Nima
Henko
Mr White
Chek
Ghari
Rin
Company
2010
2011
2012
2013

Nirma Ltd
Products Ltd
Fena Ltd
Products Ltd
Reckitt Benckiser
(India) Ltd
Reckitt Benckiser
(India) Ltd
Godrej Consumer
Products Ltd
Pvt Ltd
Marico Ltd
Nirma Ltd
Henkel India Ltd
Henkel India Ltd
Henkel India Ltd
Hindustan Lever Ltd
19.0
13.5
12.9
10.3
7.5
18.6
14.6
12.9
8.5
7.8
17.8
16.4
13.0
8.2
7.5
17.8
16.8
13.3
8.0
7.4
5.4
3.6
2.4
1.4
5.5
3.6
2.5
1.5
5.5
3.7
2.6
1.5
5.7
3.8
2.5
1.5
0.7
0.8
0.9
1.0
0.8
0.7
0.8
0.7
0.7
0.7
0.7
0.6
0.5
0.6
0.5
0.6
0.5
0.6
0.5
0.5
0.5
0.5
0.4
0.2
0.2
0.2
0.3
1.4
0.6
0.2
-
0.4
0.2
0.2
0.2
0.2
0.1
-
0.4
0.2
0.2
0.2
0.1
0.1
-
0.3
0.3
0.2
0.2
0.1
0.1
-
Sunlight
Surf
Wheel
Revive
Private label
Others
Total
Source:
Passport
Hindustan Lever Ltd

Hindustan Lever Ltd
Hindustan Lever Ltd
Private Label
1.1
17.7
100.0
1.0
17.2
100.0
NBO Company Shares of Laundry Aids: % Value 2009-2013
% retail value rsp

Company
Reckitt Benckiser
(India) Ltd
Marico Ltd
Modicare Ltd
Hindustan Lever Ltd
Private Label
Others
Total
2009
2010
2011
2012
2013
53.1
21.1
53.3
22.2
53.4
23.0
54.2
23.8
56.6
24.2
4.7
2.9
2.7
0.6
1.7
13.2
100.0
4.6
2.8
2.7
0.5
1.3
12.6
100.0
4.4
2.7
2.6
0.5
0.8
12.5
100.0
4.3
2.7
2.5
0.5
0.8
11.2
100.0
4.1
2.6
2.4
0.5
0.8
8.9
100.0
Table 13
LBN Brand Shares of Laundry Aids: % Value 2010-2013
% retail value rsp

Brand
Ujala Supreme
Vanish
Robin
Rin
Revive
Ranipal
Washmate
Ujala
Rin
Revive
Starch-It
Stiffen
Private label
Others
Total
Source:
1.1
18.4
100.0
Table 12
Source:
1.2
16.7
100.0
Company
2010
2011
2012
2013

Reckitt Benckiser
(India) Ltd
Reckitt Benckiser
(India) Ltd
Marico Ltd
Modicare Ltd
Hindustan Lever Ltd
Modicare Ltd
Modicare Ltd
Private Label
53.0
10.0
53.1
11.5
53.9
12.8
56.3
14.0
11.8
11.1
10.6
9.8
4.6
2.8
2.7
0.5
0.3
1.3
13.1
100.0
4.4
2.7
2.6
0.5
0.3
0.8
12.9
100.0
4.3
2.7
2.5
0.5
0.3
0.8
11.6
100.0
4.1
2.6
2.4
0.5
0.3
0.8
9.2
100.0
Table 14
Passport
NBO Company Shares of Laundry Detergents: % Value 2009-2013
% retail value rsp

Company
Products Ltd
Nirma Ltd
Fena Ltd
Godrej Consumer
Products Ltd
Pvt Ltd
Henkel India Ltd
Hindustan Lever Ltd
Private Label
Others
Total
Source:
2009
2010
2011
2012
2013
42.8
10.4
41.3
14.5
12.1
40.7
15.7
12.5
40.1
17.7
12.2
40.5
18.1
12.2
13.9
2.8
0.5
11.3
2.6
0.6
9.2
2.7
1.4
0.6
8.9
2.8
1.3
0.6
8.7
2.7
1.2
0.6
0.4
0.5
0.5
0.5
0.5
2.8
14.4
1.3
10.6
100.0
2.4
1.2
13.5
100.0
1.1
15.6
100.0
1.1
14.8
100.0
1.1
14.4
100.0
Table 15
LBN Brand Shares of Laundry Detergents: % Value 2010-2013
% retail value rsp

Brand
Wheel
Ghari
Surf
Nirma
Tide
Rin
Fena
Ariel
Henko
Sunlight
Ezee
SA8
Mr White
Chek
Nima
Henko
Mr White
Chek
Ghari
Rin
Sunlight
Surf
Wheel
Private label
Others
Company
2010
2011
2012
2013

Nirma Ltd
Products Ltd
Fena Ltd
Products Ltd
Godrej Consumer
Products Ltd
Pvt Ltd
Nirma Ltd
Henkel India Ltd
Henkel India Ltd
Henkel India Ltd
Hindustan Lever Ltd
Hindustan Lever Ltd
Hindustan Lever Ltd
Hindustan Lever Ltd
Private Label
20.4
14.5
13.8
11.0
8.1
20.0
15.7
13.8
9.1
8.4
19.2
17.7
14.0
8.8
8.1
19.1
18.1
14.3
8.6
8.0
5.4
2.6
1.5
5.5
2.7
1.6
5.6
2.8
1.6
5.8
2.7
1.6
0.7
0.5
0.8
0.7
0.6
0.8
0.6
0.5
0.8
0.6
0.6
0.5
0.5
0.5
0.5
0.3
1.5
0.6
0.2
1.2
16.9
0.4
0.2
0.1
1.1
18.8
0.4
0.1
0.1
1.1
18.1
0.4
0.1
0.1
1.1
17.7
10
Passport
Total
Source:
100.0
100.0
100.0
100.0
Table 16
Forecast Sales of Laundry Care by Category: Value 2013-2018
INR million
Carpet Cleaners
Fabric Softeners
Laundry Aids
Laundry Detergents
Laundry Care
Source:
Table 17
2013
2014
2015
2016
2017
2018
460.8
10,521.1
143,269.5
154,251.4
533.3
10,916.4
148,070.1
159,519.8
611.9
11,306.9
152,511.2
164,430.0
698.6
11,690.0
156,655.3
169,043.9
784.8
12,082.2
160,279.5
173,146.5
874.4
12,460.9
163,439.0
176,774.3
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast Sales of Laundry Care by Category: % Value Growth 2013-2018
% constant value growth
Carpet Cleaners
Fabric Softeners
Laundry Aids
Laundry Detergents
Laundry Care
Source:
2013-18 CAGR
2013/18 TOTAL
13.7
3.4
2.7
2.8
89.8
18.4
14.1
14.6
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
11

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LAUNDRY CARE IN INDIA