The Indian toilet care market grew by 15% in current value terms in 2012, to reach a value of Rs3.3 billion.
With a growing number of consumers switching from traditional abrasives including phenyls and acids to branded toilet care in rural areas, toilet care witnessed huge growth in 2012. Sales, including toilet liquids, continued to receive a boost due to the growing awareness promoted by promotional campaigns such as Harpic challenge.
Furthermore, leading manufacturers have started to focus on launching powerful liquids such as Harpic Ultra Power in 2012 with claims to offer better cleaning than ordinary cleaners.
According to a recent report, 'Toilet Care in India,' the indian toilet care market continued to be dominated by toilet liquids in 2012, while the share of in-cistern devices and rim blocks remained negligible. Toilet liquids continued to be the most popular product type mainly due to the lower purchase price that continued to attract consumers. Other products including in-cistern devices remained negligible, although it registered high value growth in 2012.
Toilet liquids, which are the most notable products, showed marginally slower growth than in-cistern devices with a small base in India. Though in-cistern devices grew at the fastest rate, only a few brands including Hindustan Unilever's Domex rim block and Harpic Flushmatic from Reckitt Benckiser continued to dominate the landscape.
On the contrary, toilet liquids witnessed a huge surge in demand, mainly due to growing hygiene awareness amongst consumers. Leading companies including Reckitt Benckiser launched toilet cleaners with stronger germicidal and cleansing properties.
Reckitt Benckiser with its brand Harpic continued to dominate toilet care to hold value share of 75% in 2012. In addition to its long established presence and strong brand image that the company has built over the years, the company continued to push its brand Harpic through advertising campaign "Harpic Challenge" to promote its products door-to-door. The Harpic challenge campaign was a big success and supported Reckitt Benckiser in grabbing the lion's share in toilet care in India.
With Reckitt Benckiser as the clear leader and other international brands present, toilet care continued to be dominated by multinationals, which contributed over 86% share of total value sales of toilet care, while domestic players constituted marginal. Dabur India Ltd with 11% value share, continued to be the only notable domestic player with its brand Sani Fresh.
For more information on the Indian toilet care market, see the latest research: Indian Toilet Care Market
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