Household Cleaner Market in India

Household cleaner market in India is mainly split into:

1. Toilet Cleaners: Toilet Cleaner are further split into Liquid Cleaners, Drain Cleaner and In - Cisterns.
2. Surface Cleaners: Surface Cleaners are split into Floor Cleaner, Multi purpose and specialized Cleaners. The specialized cleaners are further split, based on their application areas

Market Statistics

• The cleaning solutions market (both surface and toilet cleaner segments) is estimated at Rs 373 crore (2008 Data)
• The total surface cleaning market in India is estimated to be around Rs 350 crores (including toilet cleaners and floor cleaners) (2006-07 Data)
• The household cleaner market is estimated to be around 400 crore and the phenyl market is around 200 crore (2005-06 Data)
• The toilet cleaners segment, which is divided into liquid cleaners and in-cistern blocks, is a Rs 150-crore category. This segment is registering a overall growth of 35 per cent. Liquid cleaners is the dominant category in the segment with 93 per cent share. However, in-cistern blocks is growing at a faster pace (2008 Data). Liquid segment is dominated by Harpic which has a market share of more than 70%, which makes it more than a 100 crore brand.
• Toilet cleaning market is traditionally dominated by the unbranded Phenols
• Only 3% of the households use floor cleaners. 97 % use proxy products which are the combination of phenyl, detergents , acids and bleaching powders
• Liquid toilet cleaners are essentially an urban phenomenon with the top 23 metros accounting for 52 per cent and the top six metros accounting for 37 per cent. The segment is growing at 35 per cent annually in value (2005 – 06 Data)
• Studies show that the penetration of toilet cleaners is about nine per cent among urban households and a large number of customers use low-grade alternatives such as acids, bleaches and phenyls (2005 – 06 Data)
• In the last four years, the industry has shown a CAGR of 24%. Market penetration of toilet cleaners is under 10% in the country, but is growing fast (2008 Data)
• Colin, the glass-cleaning brand, was acquired way back in the '90s have 93 per cent of the market
• Market leader Lizol from Reckitt is estimated at Rs 35 crore while HUL’s Domex is roughly a Rs 25-crore brand (2008 Data)
• Surface cleaner segment is growing at 18 per cent in the country (2007-08)

Companies & Brands

• HUL - Domex
• Reckitt Benckiser - Lizol, Harpic, Easy Off Bang
• Dabur Balsara - Sanifresh, Dazzl
• Cavinkare - Tex
• Henkel - Pril, Bref
• Sara Lee - Kiwi Kleen
• S C Johnson - Mr. Muscle

Brands in Toiler Cleaner Segment

• Harpic
• Kiwi
• Bref
• Sanifresh
• DeepClean (Local Brand in Kolkata)
• Domex

Brands in Toilet In-Cistern

• Harpic
• Bref
• Kiwi Kleen

Brands in Toilet In-Cistern: Kiwi Kleen

Brands in Floor Cleaning

• Lysol
• Domex Phenolic Cleaner

Brands in Specialized Cleaners

• Glass & Household Cleaner: Collin, Pril
• Only Glass Cleaner: Mr. Muscle
• Power Cleaner: Easy Off Bang
• Kitchen Cleaner: Mr. Muscle
• Degreaser: Pril Multi Degreaser

Marketing Activities

• Domex launched a direct to customer initiative named "phenyl Khallas" to educate the consumers about the virtue of using Domex comparing it with local phenyl
• Harpic also initiated a co branding initiative with Parryware to get into consumer mindset early even when he is completing his house
• Harpic has done about 65 million household knocks (to promote the brand house-to-house)
• After domex launched the white toilet cleaner, Harpic was forced to come with Harpic Plus Bleach Toilet Cleaner, which is white in color

Consumer Trends

• During 1990's the Harpic product came out with a unique nozzle which ensured better reach
• Harpic also introduced a Flushomatic variant in line with the changing preference of consumers towards European closets and Flushes
• Harpic bottle design has been adapted to the relatively smaller hands of Indian women
• There are phenols, detergents, acids and so on but thanks to property prices going where they are, a person who's buying a Rs 50-lakh house is not going to allow the bathroom to be looking yucky. That's the evolution of what you might call upgrading of consumer life

Market Trends

• Only 3% of the households use floor cleaners. 97 % use proxy products which are the combination of phenyl, detergents ,acids and bleaching powders
• While the local floor cleaners such as phenyl form 50 per cent of the market, speciality cleaners has been driving the growth for the category over the last few years

Product Innovation

• Domex launched a Domex + phenyl variant to capture this segment
• During 1990's the Harpic product came out with a unique nozzle which ensured better reach
• Harpic also introduced a Flushomatic variant in line with the changing preference of consumers towards European closets and Flushes
• The advantage of the Bref power cleaner is that it is available in foam form and can even be applied on vertical surfaces
• Dazzl disinfectant floor cleaner, on the other hand, has unique ‘Dirt Trap Technology’. It also ensures that the muddy solution settles down in the bucket, offering a clear solution every time for mopping
• Dazzl’s well-researched and unique formulation with ‘SQL Activ’ removes grease, oil and food stains across all kitchen surfaces like Gas Stoves, Kitchen Platform

Some Positioning Platforms

• Domex: 100% Germ Protection
• Harpic: Triple benefit: Stain removing, freshness and germfree (Celebrity like Aman varma entering a house and cleaning the toilet)
• Easy Off Bang - Cleans the tough stains, rust, hardwater build up (tough stain remover)

Punch Lines

• Easy Off Bang: Bang... And Dirt is Gone
• Harpic: Ready for the Challenge?