The Detergent Market is one of the segments of the FMCG market in India that has high growth potential. The detergent based segment is divided into two broad categories – oil-based laundry soaps and synthetic detergents, including bars, powder, and liquids. The detergent market is mainly concentrated in the urban areas but the level of penetration in the rural for the past few years has been good. Market segmentation Detergent market in India can be further divided into four sub categories. Concentrates and Compact Segment for washing machines such as, Surf Excel, Henko, Ariel, etc. • Premium Segment such as Surf Excel, Henko, Ariel, etc. • Mass Premium and Mid Price Segment such as Rin, Mr. White, Tide, and other regional brands • Popular Segment such Nirma, Wheel, Chek, 501, etc. [pic] Detergent Market – Segmentation The detergent consumption in India is less in comparison to the other Asian countries. The per capita detergent consumption in India is around 2. 7 kg per year, whereas places like Philippines and Malaysia, the per capita consumption is 3. kg, and in USA it is around 10 kgs. The detergent market in India is expected to have a growth rate of 7 % to 9 % per year in terms of volume. The major players in the detergent market are the Uni Lever and Nirma. The Uni Lever dominates the premium and mid priced segment, and the Nirma dominates the low priced segment. [pic] Competitive Analysis Ghari is the market leader with a market share of 17. 3%, Wheel is at number 2 with a share of 16. 9%, Tide is 3rd with a market share of 13. 5%. Nirma has market share of less than 6% now. Interesting facts.
HUL is still the overall market giant with Wheel, Rin and Surf (one product for each segment) doing well. But Ghari is now the overall market leader. Wheel Launched in 1987 by Hindustan Unilever Limited, Wheel is one of the India’s top detergent brand. Launched with the motive of catering to the masses this detergent brand in India was an instant hit especially with the India’s low income group. Known for its effective cleaning with least effort, this product today is the country’s most widely used detergent brands both in urban as well as rural India.
The introduction of wheel came as a welcome solution for the elimination of dirt especially from heavy laundry like bed sheets, curtains blankets etc. Surf Excel Introduced by HUL to cater to the ‘Affluent’ or elite-class of India, Surf Excel has evolved to become synonymous with the word detergent in India. Reputed as being the pioneer of detergents in the country Surf Excel over the years, has evolved to become one of the most flexible detergents that is used to cater to the constantly changing washing needs of the Indian masses.
Ranging from whitening to removal of stubborn stains this top detergent brand in India caters to all kinds of washing requirements. Rin Introduced in 1969 Rin was launched keeping in mind the ‘Aspiring’ or mid strata of the Indian society. Known for providing innumerable benefits at absolutely affordable prices this brand soon shot up to the top three detergent brands in India STP Analysis on 4 Detergent Brands |STP – Rin |Segment |Home Care Detergent – Bar , Powder ; Matic | |Target Group |Every Indian Household – for washing purposes | |Positioning |Rin plays an integral part in enabling people to look good by providing demonstrably superior whites and hence giving | | |the confidence | STP – Active Wheels | |Segment |Detergents – Powder ; Bars | |Target Group |Consumers at the mass end of the detergent segment | |Positioning |India’s largest detergent brand, Wheel, aims to bring delight back into the lives of lacs of women across India, by giving | | |them a magical wash experience of lemons and thousands of flowers. | STP – Surf | |Segment |Home Care – Premium Detergent – Bar, Powder, Matic | |Target Group |Every Indian Household – for washing purposes | |Positioning |Surf Excel has constantly upgraded itself over the years, to answer the constantly changing washing needs of the Indian | | |homemaker | |STP – Tide | |Segment |People who have fixed budget for household things ike detergents and look for economical options | |Target Group |Women ages 18 to 54 years old, middle classes | |Positioning |Product which has all the qualities required from a detergent-quality, fragrance and low price | Future Trends – As India develops majority of the people in India will start using Washing powder instead of bars, so increase in the marketing of washing powders in urban areas also and in rural areas as well. 67% are already using powder, which will increase even more. – Rising purchasing power to boost sales in rural areas. – More of working class women therefore increase in production of detergent powders, which gets rids of stains fast. – Detergents with cloth softeners, instead of a separate product that makes cloth soft.
