India Detergent Market Overview

Earlier consumers used to use oil based laundry soaps but gradually synthetic detergent made inroads into the detergent industry. Over the time, synthetic detergents has seen tremendous growth and gained popularity on the back of better cleaning performance than oil based soaps. The Indian market for detergents is fairly mature with high penetration level and has been growing in early double digits since last five years. In India, detergents are available in three forms namely powder, bar and liquid detergents. Powder detergents are widely used in the country whereas detergent bars are fast vanishing from the market. In India, first liquid detergent was launched in 2013 by HUL under Surf Excel brand.

The industry is characterized by high MNC presence and several unorganized small players operating in the segment. MNCs like HUL and P&G Home Products seem to have prominent positions in the detergent market followed by some noteworthy Indian companies like Rohit Surfactants Pvt. Ltd. and Nirma Ltd. which have been able to make their mark in the segment. Increasing rural distribution network, value for money positioning and smaller packs are the three success keys for companies to strength their position in coming years. Further the organized market is divided into three categories called popular, mid-range and premium. Indian consumers are now shifting from low priced products to value for money detergent brands.

The detergent sector in India is all set for another round of stable growth period. Growing Indian population, rising disposable incomes, low per capita consumption of detergent as well as rising washing machine penetration in the nation will provide ample opportunity for the detergent brands in this industry. Growing awareness about cleanliness among people will be another feature driving the market. Gradual shift experienced by the sector from popular segment to mid-range and premium segment will bring another round of growth for the household detergents sector.

Table of Contents:

1. Executive Summary

2. India Detergent Market Outlook

2.1. Market Size By Value

2.1.1. Overall Market

2.1.2. Powder Detergent Market

2.1.3. Bar Detergent Market

2.1.4. Liquid Detergent Market

2.2. Market Share

2.2.1. By Region

2.2.2. By Product Type

2.3. India Organized Detergent Market Outlook

2.3.1. Market Size By Value

2.3.1.1. Overall Market

2.3.1.2. Popular Detergent Market

2.3.1.3. Mid-range Detergent Market

2.3.1.4. Premium Detergent Market

2.3.2. Market Share

2.3.2.1. By Company

2.3.2.2. By Brand

2.3.2.3. By Category

2.4. India Unorganized Detergent Market Outlook

2.5. Product, Price and Variant Analysis

2.5.1. Powder Detergent

2.5.2. Bar Detergent

2.5.3. Liquid Detergent

3. India Economic Snapshot

4. Channel Partner Analysis

5. Competitive Landscape

5.1. Porters Five Forces

5.2. Company Profiles

5.2.1. Hindustan Unilever Limited

5.2.2. Procter & Gamble Home Products Ltd.

5.2.3. Rohit Surfactants Private Limited

5.2.4. Nirma Limited

5.2.5. Jyothy Laboratories Limited

6. Strategic Recommendations

7. Disclaimer