Gardening in India

Euromonitor International
June 2019
GARDENING IN INDIA Passport i

LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Prospects ..................................................................................................................................... 1
the Uptake of A Greener Lifestyle Promotes Gardening ........................................................... 1
Easy Availability of Products Boosts Gardening Sales ............................................................. 1
Competitive Landscape ................................................................................................................ 1
Gardening Remains Largely Unorganised ................................................................................ 1
Sellers Are More Than Sellers .................................................................................................. 2
Category Data .............................................................................................................................. 2
Table 1 Sales of Gardening by Category: Value 2013-2018 ..................................... 2
Table 2 Sales of Gardening by Category: % Value Growth 2013-2018 .................... 2
Table 3 NBO Company Shares of Gardening: % Value 2014-2018 .......................... 3
Table 4 LBN Brand Shares of Gardening: % Value 2015-2018 ................................ 3
Table 5 Distribution of Gardening by Format: % Value 2013-2018 ........................... 4
Table 6 Forecast Sales of Gardening by Category: Value 2018-2023 ...................... 4
Table 7 Forecast Sales of Gardening by Category: % Value Growth 2018-
2023 ............................................................................................................. 5

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GARDENING IN INDIA Passport 1

GARDENING IN INDIA
HEADLINES
▪ Gardening in India grows by 5% in current terms in 2018 to reach sales of INR7.0 billion
▪ Interest in sustainability and health consciousness increase the demand for gardening
products
▪ Pest control grows fastest in 2018 with a 12% increase in current value sales
▪ Value movement is steadily upwards in 2018
▪ Bosch Ltd leads sales of gardening in India with a 4% value share in 2018
▪ Gardening sales are expected to rise at a 6% current value CAGR (1% 2018 constant value
CAGR) over 2018-2023

PROSPECTS

the Uptake of A Greener Lifestyle Promotes Gardening

With the increase in pollution levels since 2015, especially in metro cities, Indians have been
concerned about their health. This is leading them to make a conscious effort to grow plants, not
just outdoors but also indoors. They are willing to spend on plants such as Devil’s Ivy (or Golden
Pothos) which is claimed to improve indoor air quality by removing indoor pollutants such as
formaldehyde, benzene, xylene and carbon monoxide and humidifying spaces.
Consumers are also aware of the harmful impact of the use of chemical fertilisers and
insecticides on health and of non-sustainable methods of farming on the environment. They
have shown special interest in growing fruit and vegetables at home using natural and organic
growing media and substitutes such as coco peat. The growth in soil value sales shows that the
buyers are paying more attention to the medium they use to grow plants. Thus, people moving
towards greener initiatives will help the gardening industry to grow.

Easy Availability of Products Boosts Gardening Sales

Gardening is a niche category in India, but the scenario is changing steadily. Gardening
amateurs used to give up sooner since they did not have easy access to the required products
or information on gardening. However, with increased internet penetration and more online
retailers, the consumer can buy gardening products relatively easily.
As working professionals are becoming increasingly busy and stressed, interest in taking up
recreational activities like gardening is growing. The accessibility of more products and
consumers’ need to take up de-stressing activities are likely to benefit the industry, although the
adoption rate will be slower.

COMPETITIVE LANDSCAPE

Gardening Remains Largely Unorganised

In 2018, gardening was dominated by local nurseries and small stores. There was slight
growth in internet retailing in 2018, but the majority of sales continued to come from unbranded
products. Players such as Bosch Ltd and Hitachi India Trading Pvt Ltd have presence in
gardening power tools, but other products including seeds, soil, and pots and planters are

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mostly from local and regional sellers. Besides, consumers are brand-agnostic due to the lack of
availability and awareness of gardening products. The industry will continue to see local players
and a large chunk of revenue will come from unbranded products. However, as a few players
have started focusing on their value proposition and building their brand, gardening in India will
see the emergence of names.

Sellers Are More Than Sellers

Sellers are expanding their services from merely supplying products to consumers to bridging
the knowledge gap around gardening. They have started organising workshops and sessions on
practices for growing plants at home. Some sellers even have blogs and tutorials on gardening.
Buyers are aided with tips and tricks to get the best out of the product based on the space they
have at home and their purpose in gardening.
Such initiatives will help maintain and increase interest in gardening. They also allow stores
and nurseries to upsell newer tools, seeds, plants and compost, thus laying the ground for
strong growth in the industry.

CATEGORY DATA
Table 1 Sales of Gardening by Category: Value 2013-2018

INR million
2013 2014 2015 2016 2017 2018

Garden Care 1,115.1 1,155.2 1,197.3 1,234.8 1,271.7 1,310.7

- Growing Media 1,065.1 1,098.0 1,131.8 1,160.5 1,188.7 1,218.1
-- Fertiliser 452.4 469.1 486.0 500.8 515.9 530.3
-- Soil 612.7 628.9 645.8 659.6 672.8 687.8
- Plant Protection 49.9 57.2 65.5 74.3 83.0 92.5
-- Pest Control 19.0 21.7 24.8 28.3 31.7 35.5
-- Herbicides 31.0 35.5 40.7 46.1 51.3 57.1
Gardening Equipment 998.7 1,103.7 1,213.8 1,324.7 1,436.4 1,553.2
- Gardening Hand Tools 428.0 474.5 523.8 573.6 623.5 675.4
- Gardening Power Tools 378.5 414.7 451.6 489.6 527.8 567.7
- Lawn Mowers 110.7 124.2 139.1 153.4 168.0 183.7
-- Walk Power Lawn Mowers 110.7 124.2 139.1 153.4 168.0 183.7
-- Riding Lawn Mowers - - - - - -
-- Robotic Lawn Mowers - - - - - -
- Watering 81.5 90.3 99.3 108.1 117.2 126.4
Horticulture 2,302.5 2,415.8 2,538.5 2,653.0 2,745.7 2,839.5
- Indoor Plants 349.3 365.3 382.4 398.3 413.8 430.3
- Seeds 284.6 300.0 318.3 337.2 352.7 368.8
- Other Horticulture 1,668.6 1,750.5 1,837.7 1,917.6 1,979.2 2,040.4
Pots and Planters 914.5 970.4 1,030.6 1,089.3 1,133.9 1,179.7
Other Gardening 49.6 53.5 57.7 61.7 65.1 68.5
Gardening 5,380.3 5,698.6 6,037.9 6,363.6 6,652.8 6,951.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Gardening by Category: % Value Growth 2013-2018

% current value growth

2017/18 2013-18 CAGR 2013/18 Total

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GARDENING IN INDIA Passport 3

Garden Care 3.1 3.3 17.5

- Growing Media 2.5 2.7 14.4
-- Fertiliser 2.8 3.2 17.2
-- Soil 2.2 2.3 12.3
- Plant Protection 11.5 13.1 85.3
-- Pest Control 12.0 13.3 87.0
-- Herbicides 11.1 13.0 84.2
Gardening Equipment 8.1 9.2 55.5
- Gardening Hand Tools 8.3 9.6 57.8
- Gardening Power Tools 7.6 8.4 50.0
- Lawn Mowers 9.3 10.6 65.9
-- Walk Power Lawn Mowers 9.3 10.6 65.9
-- Riding Lawn Mowers - - -
-- Robotic Lawn Mowers - - -
- Watering 7.9 9.2 55.2
Horticulture 3.4 4.3 23.3
- Indoor Plants 4.0 4.3 23.2
- Seeds 4.6 5.3 29.6
- Other Horticulture 3.1 4.1 22.3
Pots and Planters 4.0 5.2 29.0
Other Gardening 5.3 6.7 38.2
Gardening 4.5 5.3 29.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 NBO Company Shares of Gardening: % Value 2014-2018

% retail value rsp

Company 2014 2015 2016 2017 2018

Bosch Ltd 3.3 3.5 3.6 3.7 3.7

Stanley Black & Decker 1.4 1.4 1.4 1.5 1.6
India Ltd
Hitachi India Trading 1.4 1.4 1.4 1.5 1.5
Pvt Ltd
Falcon Garden Tools Pvt 1.2 1.3 1.3 1.3 1.4
Ltd
Makita Power Tools 1.0 1.0 1.1 1.1 1.2
India Pvt Ltd
Others 91.7 91.4 91.2 90.9 90.6
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 4 LBN Brand Shares of Gardening: % Value 2015-2018

% retail value rsp

Brand (GBO) Company (NBO) 2015 2016 2017 2018

Bosch (Robert Bosch Bosch Ltd 3.5 3.6 3.7 3.7

GmbH)
Black+Decker Stanley Black & Decker 1.4 1.4 1.5 1.6
(Stanley Black & India Ltd
Decker Inc)
HiKOKI (Koki Hitachi India Trading - - - 1.5
Holdings Co Ltd) Pvt Ltd
Falcon Falcon Garden Tools Pvt 1.3 1.3 1.3 1.4

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Ltd
Makita (Makita Corp) Makita Power Tools 1.0 1.1 1.1 1.2
India Pvt Ltd
HiKOKI (Hitachi Hitachi India Trading - - 1.5 -
Koki Co Ltd) Pvt Ltd
HiKOKI (Hitachi Ltd) Hitachi India Trading 1.4 1.4 - -
Pvt Ltd
Black & Decker Stanley Black & Decker - - - -
(Black & Decker India Ltd
Corp, The)
Black & Decker Stanley Black & Decker - - - -
(Stanley Black & India Ltd
Decker Inc)
Others Others 91.4 91.2 90.9 90.6
Total 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 5 Distribution of Gardening by Format: % Value 2013-2018

% retail value rsp

2013 2014 2015 2016 2017 2018

Store-Based Retailing 100.0 100.0 100.0 100.0 100.0 100.0

- Grocery Retailers 3.8 3.8 3.8 3.9 4.0 3.9
-- Supermarkets - - - - - -
-- Hypermarkets 3.8 3.8 3.8 3.9 4.0 3.9
-- Discounters - - - - - -
-- Other Grocery - - - - - -
Retailers
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
- Non-Grocery Specialists 96.2 96.2 96.2 96.1 96.0 96.1
-- Home and Garden 80.1 80.1 80.2 80.1 79.9 76.1
Specialist Retailers
--- Home Improvement 80.1 80.1 80.2 80.1 79.9 76.1
and Gardening Stores
--- Homewares and Home - - - - - -
Furnishing Stores
-- Other Non-Grocery 16.2 16.1 16.0 16.0 16.1 19.9
Specialists
Non-Store Retailing - - - 0.0 0.0 0.0
- Homeshopping - - - - - -
- Internet Retailing - - - 0.0 0.0 0.0
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 Forecast Sales of Gardening by Category: Value 2018-2023

INR million
2018 2019 2020 2021 2022 2023

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Garden Care 1,310.7 1,289.1 1,275.0 1,265.4 1,260.4 1,260.1

- Growing Media 1,218.1 1,191.0 1,170.7 1,154.5 1,142.3 1,134.5
-- Fertiliser 530.3 520.2 513.0 507.6 504.0 502.4
-- Soil 687.8 670.8 657.7 646.8 638.3 632.2
- Plant Protection 92.5 98.1 104.3 111.0 118.0 125.6
-- Pest Control 35.5 37.9 40.8 44.1 47.9 52.1
-- Herbicides 57.1 60.2 63.5 66.9 70.2 73.5
Gardening Equipment 1,553.2 1,599.5 1,653.1 1,710.5 1,771.5 1,835.9
- Gardening Hand Tools 675.4 695.4 717.5 740.1 762.8 785.4
- Gardening Power Tools 567.7 582.6 600.8 621.1 643.1 667.5
- Lawn Mowers 183.7 191.7 201.5 212.5 225.1 238.8
-- Walk Power Lawn Mowers 183.7 191.7 201.5 212.5 225.1 238.8
-- Riding Lawn Mowers - - - - - -
-- Robotic Lawn Mowers - - - - - -
- Watering 126.4 129.7 133.3 136.9 140.5 144.2
Horticulture 2,839.5 2,802.2 2,783.4 2,772.7 2,772.4 2,780.8
- Indoor Plants 430.3 426.8 425.6 425.7 426.8 428.7
- Seeds 368.8 368.2 369.5 372.0 375.9 380.8
- Other Horticulture 2,040.4 2,007.2 1,988.3 1,975.0 1,969.7 1,971.2
Pots and Planters 1,179.7 1,172.9 1,173.2 1,179.5 1,191.8 1,210.6
Other Gardening 68.5 69.0 69.8 70.9 72.4 74.1
Gardening 6,951.6 6,932.7 6,954.6 6,999.1 7,068.5 7,161.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 7 Forecast Sales of Gardening by Category: % Value Growth 2018-2023

% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Garden Care -1.6 -0.8 -3.9

- Growing Media -2.2 -1.4 -6.9
-- Fertiliser -1.9 -1.1 -5.3
-- Soil -2.5 -1.7 -8.1
- Plant Protection 6.1 6.3 35.7
-- Pest Control 7.0 8.0 46.8
-- Herbicides 5.5 5.2 28.8
Gardening Equipment 3.0 3.4 18.2
- Gardening Hand Tools 3.0 3.1 16.3
- Gardening Power Tools 2.6 3.3 17.6
- Lawn Mowers 4.4 5.4 30.0
-- Walk Power Lawn Mowers 4.4 5.4 30.0
-- Riding Lawn Mowers - - -
-- Robotic Lawn Mowers - - -
- Watering 2.6 2.7 14.1
Horticulture -1.3 -0.4 -2.1
- Indoor Plants -0.8 -0.1 -0.4
- Seeds -0.2 0.6 3.3
- Other Horticulture -1.6 -0.7 -3.4
Pots and Planters -0.6 0.5 2.6
Other Gardening 0.6 1.6 8.2
Gardening -0.3 0.6 3.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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