Tuesday, July 08, 2008

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?

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14 Comments:

Blogger Nathytália said...

Hi, I would like to know where is the source of these informations, they're very interesting and I'm doing a research about this market in India. I'd be glad to have a reply.

Best Regards!

February 20, 2009 5:13 PM  
Blogger raghav said...

Hi, information provided is useful but lacks in detail, can someone help in getting a detailed report for disinfectants in india.

July 28, 2009 10:56 PM  
Blogger Snigdha said...

Hi, can you please let me know the source of information in this post (or suggest comparable sources for current data)? I am researching the cleaning product market in India, and have found your post quite helpful.Thanks!

May 04, 2010 4:55 PM  
Blogger Vidya said...

It is better to use the branded ones so that you are guaranteed of the cleanliness and the hygiene factor of the house and the bathroom.There are many diseases that breed from the unhygienic circumstances.
Personal Care Items

July 25, 2010 6:14 PM  
Blogger Aarthy said...

I would also want to know the source. Information is presented very clearly. Tnx

August 23, 2011 3:54 PM  
Blogger Prince koncepto said...

Can any one enlighten me the different colours of harpic available in the Indian market. Is there any yellow liquid harpic available in the market and what is it used for.
I would be highly Obliged if my query would be answered. E-mail - konceptino@outlook.com

March 26, 2015 5:16 PM  
Blogger Apple Style Homes said...

We provide solutions to your daily convenience that to enhance your lifestyle.....Household product manufacturer in India & Household Product Suppliers in Delhi

May 21, 2015 2:31 PM  
Blogger Amit Khanna said...

Hello

June 29, 2015 12:37 AM  
Blogger Amit Khanna said...

Hello, I am interstd in setting up manufacturing for cleaning product like harpic,phenyl etc can anybody update me about its scope in Indian market.

June 29, 2015 12:43 AM  
Blogger Amit Khanna said...

My mailid is amit71207@gmail.com and contact no is 09520991152

June 29, 2015 12:45 AM  
Blogger EnviroClean Technologies said...

Thanks for providing such a useful information. Hope to get some more information in future also. Eco friendly degreaser

Thanks,
Enviroclean

July 31, 2015 3:14 PM  
Blogger Gayatri Dye & Chemicals said...

Thanks for all the hard work. Appreciate the brushes, which are very well done. Keep up the good work.

Liquid Sindoor raw materials

August 17, 2015 1:28 PM  
Blogger Tim Veronika said...

Thanks for providing such a useful information. Hope to get some more information in future also


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February 12, 2016 12:57 PM  
Blogger Jindal Polymers said...

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October 12, 2016 2:39 PM  

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