Laundry Care - India

Euromonitor International : Country Sector Briefing

July 2009
Laundry care India

List of Contents and Tables

Headlines ................................................................................................................................................................. 1

Trends ...................................................................................................................................................................... 1

Competitive Landscape .......................................................................................................................................... 2

Prospects .................................................................................................................................................................. 3

Sector Indicators ..................................................................................................................................................... 3

Table 1 Household Penetration of Washing Machines 2003-2008................................................. 4

Sector Data .............................................................................................................................................................. 4

Table 2 Sales of Laundry Care by Subsector: Value 2003-2008 .................................................... 4
Table 3 Sales of Laundry Care by Subsector: % Value Growth 2003-2008................................... 4
Table 4 Sales of Laundry Detergents by Type: Value 2003-2008 .................................................. 4
Table 5 Sales of Laundry Detergents by Type: % Value Growth 2003-2008................................. 5
Table 6 Sales of Laundry Aids by Type: Value 2003-2008............................................................ 5
Table 7 Sales of Laundry Aids by Type: % Value Growth 2003-2008 .......................................... 5
Table 8 Laundry Care Company Shares 2004-2008....................................................................... 6
Table 9 Laundry Care Brand Shares 2005-2008............................................................................. 6
Table 10 Laundry Detergents Company Shares 2004-2008 ............................................................. 7
Table 11 Laundry Detergents Brand Shares 2005-2008 ................................................................... 7
Table 12 Laundry Aids Company Shares 2004-2008....................................................................... 8
Table 13 Laundry Aids Brand Shares 2005-2008............................................................................. 8
Table 14 Forecast Sales of Laundry Care by Subsector: Value 2008-2013...................................... 8
Table 15 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013 .................... 9

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LAUNDRY CARE IN INDIA

HEADLINES
• Laundry care grew by 18% in value terms in 2008, with sales reaching Rs99 billion
• Steep price hikes were undertaken by all leading manufacturers during 2008
• In-wash spot and stain removers was the best performing category in 2008, recording value growth of 62%
• Average unit prices increased sharply during 2008
• Hindustan Unilever led sales in 2008, recording a value share of 43%
• Laundry care has a projected forecast period value CAGR of 4%

TRENDS
• Manufacturers were forced to increase their value sales during 2008 due to rising raw material and
production costs. The fact that consumers of premium products are typically not very price sensitive meant
that the price of brands like Ariel and Surf Excel increased by more than 10% in 2008. However, the fact
that lower income consumers are more price sensitive meant that producers opted to reduce pack sizes of
economy and standard priced brands. For example, P&G Home Products reduced the size of its Tide
detergent brand from 1kg to 850g while maintaining its price at Rs62.
• Value growth of 18% in 2008 was higher than the review period CAGR of 8%. This increase can be
attributed to steep price rises throughout the segment in 2008. Value growth was also driven by rapidly
increasing volume sales within laundry aid categories such as stain removers and laundry boosters.
• In-wash spot and stain removers posted the strongest current value growth within laundry care in 2008.
However, it should be noted that Vanish Shakti O2 from Reckitt Benckiser is currently the only brand
available within the category and that sales are increasing from a very low base. Aggressive TV
advertisements, which demonstrate the stain removing efficiency of the product, and the launch of a small
120g pouch trial pack have helped to fuel demand within the category.
• Average laundry care unit prices increased dramatically in 2008 as a result of rising pressure on
manufacturer profit margins due to high petroleum prices, inflation, and raw material shortages.
• With steep price hikes reducing the gap between premium laundry detergents and standard laundry
detergents, consumers continued to upgrade to specialised and value added products in 2008. Manufacturers
such as Hindustan Unilever also continue to upgrade their consumer base by launching premium versions of
standard brands such as Rin Matic.
• Consumer awareness of additional detergent properties such as the presence of harsh chemicals, pH
balance, and safety for use on baby clothing continued to increase in 2008. Liquid laundry detergents
experienced the entry of Godrej Consumer Products with Ezee Bright & Soft. The presence of Surf Excel
Liquid and Ezee Bright & Soft has given premium consumers the option to upgrade to products which have
a lower bleach and soda ash content compared to powder detergents.
• While laundry aids like spot and stain removers and starch/ironing aids saw higher volume growth in 2008
than detergents, demand for such products remains limited to urban areas. Growing demand for
convenience and clothes that feel soft has driven demand for niche products like Vanish shakti O2, Ujala
Stiff & Shine, and liquid format Revive. This trend bodes well for the emergence of fabric softeners in India
over the forecast period.
• Automatic detergents accounted for just 20% of total laundry detergent value sales in India in 2008 due to
the low penetration of washing machines in India as well as the fact that many consumers who do have
washing machines fill them with hand wash detergents. The high price of concentrated powder detergents
and a low level of consumer environmental awareness and knowledge of the benefits of such products has
restricted their development in India. In mid 2007, Henkel India discontinued its concentrated detergent
brand Henko Powerpearls, choosing to instead concentrate on its standard automatic, hand wash, and bar
products.

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• The availability of fabric softeners remains limited in India. Although regional brand Bambi was available
during the review period, it has a very niche presence and the low key launch of Comfort in late 2007 was
met with only a lukewarm response from consumers.
• In 2008, urban penetration of washing machines stood at just under 6% and rural penetration at less than
1%. While washing machines are now becoming more common within urban middle class homes,
penetration remains low. Constraints such as a lack of a reliable municipal water supply and cramped
homes make hand washing more practical for many families. Moreover, the prevalence of household maids
for doing laundry on a daily basis in the vast majority of urban Indian homes means that hand washing is
even preferred within many higher income households.
• The trend towards using lower temperatures in washing machines, which is growing in popularity in more
developed countries, is not evident in India due to low washing machine ownership and limited consumer
environmental awareness. Similarly, the trend towards using shorter cycles has also not emerged in India,
with the average wash in the country lasting for an estimated 45 minutes.
• Laundrettes are not present in India due to the prevalence of cheap domestic help and affordably priced
hand washing services.
• Dry cleaning is readily available in urban and semi-urban areas and is the preferred means of cleaning
special occasion and delicate clothing such as silk saris and embroidered traditional clothing. Dry cleaning
is also preferred for cleaning winter wear in North India.

COMPETITIVE LANDSCAPE
• Hindustan Unilever, Nirma, and Ghari Detergent led laundry care sales in India in 2008. Hindustan
Unilever led sales, with a value share of 43%, due to the popularity of brands like Surf Excel, Rin, Wheel,
and to a lesser extent, Sunlight. Wheel is the leading laundry care brand in the country, recording a brand
value share of 22% in 2008. Nirma is ranked second with 13% value share. Ghari Detergent, with its
economical pricing and extensive semi urban and rural penetration in North India, is the third largest player
in the segment, recording a value share of 12% in 2008. Besides these brands, a host of other multinational
players such as P&G home Products, Henkel India, and Reckitt Benckiser also compete with domestic and
regional players within laundry care.
• Nirma was the worst performing company within laundry care in 2008, with its value share dropping from
14% in 2007 to 13% in 2008. The low cost brand has changed very little over the past three decade in terms
of advertising, product attributes, and packaging. However, Nirma experienced a decline in sales in 2008 as
price conscious consumers upgraded to other economy brands such as Wheel and Tide which benefit from
aggressive advertising and are frequently subject to product innovation (eg the launch of Wheel Active
Easy Wash in 2008 and Tide Jasmine & Rose in 2007).
• Domestic brands dominate laundry care sales in India as they are the key brands for multinationals such as
Hindustan Unilever and have the advantage of having a well established presence in India compared to
international brands such as Tide which have only been recently introduced. The presence of a large
number of strong regional brands such as Hipolin in West India and Ghari Detergent in North India as well
as historically well established domestic brands such as Nirma are other examples of popular domestic
brands. In addition, laundry boosters and aids are also dominated by domestic brands such as Ujala and
Revive.
• Ezee Bright & Soft was launched by Godrej Consumer Products in August 2008 within standard liquid
detergents as a brand extension of the fine fabric detergent Ezee. The product is targeted towards affluent
consumers and is marketed as being less harsh on clothes as it is soda ash and bleach-free. In early 2008,
Hindustan Unilever launched Wheel Active Easy Wash with an enhanced formula which, the company
claims, improves the effectiveness of hand washing. In addition, the company also launched Rin Matic for
top loading machines in July 2008.
• Manufacturers have strived to rationalise marketing costs by enhancing their presence in point of sale
channels and reining back their expenditure on TV advertising due to rising raw material and production
costs. Henkel India, Hindustan Unilever, and Reckitt Benckiser have all recently increased their use of
below-the-line marketing and leveraged the expansion of organised retailing though point of sale activities.
In early 2008, Hindustan Unilever launched a campaign for Wheel Active Easy Wash with its “No Pasina”
(No Sweat) tagline to emphasize that the product’s new formulation requires less effort whilst Reckitt

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Beckiser continued to promote its key brands such as Harpic and Vanish Shakti O2 with demonstrative
campaigns.
• There were no packaging innovations within laundry care during 2008.
• Premium brands such as Surf Excel and Ariel are differentiated from standard and economy brands as the
former are mainly targeted towards washing machine users while the latter consist entirely of hand wash
detergents and bars. Standard products such as Tide and Rin tend to be produced by multinational
companies, are priced much lower than automatic detergents, and are often used by consumers in their
washing machines. The majority of economy brands are domestic and regional brands such as Wheel,
Nirma, and Ghari are targeted towards price conscious consumers and are often subject to aggressive
pricing strategies.
• Private label brands recorded a value share of 1% within laundry care in 2008. The availability of cheap and
abundant third party detergent manufacturers in India has allowed retailers to provide low priced private
label alternatives to consumers within laundry care. One of the prominent private label brands is 110% by
Aditya Birla Retail which is carried by the More chain of supermarkets and spans liquid detergents, powder
detergents, and fabric softeners.
• The fact that consumer environmental awareness remains limited in India means that consumers and
manufacturers are still mainly concentrating on developing product attributes like cleaning efficiency,
convenience, washing machine suitability, and affordable pricing. Some companies which have large export
operations, such as Ecof Industries which exports its Kylo brand to Australia and New Zealand, are
increasingly emphasising the sulphate free and biodegradable attributes of the products that they
manufacture.

PROSPECTS
• The increasing expansion of supermarkets/hypermarkets throughout India means that producers are finding
it increasingly easy to introduce niche products such as stain removers, fabric softeners, and liquid
detergents. Laundry care is expected to the see the entry of several new innovative, private label, and
international brands over the forecast period.
• Value growth rates are expected to gradually decline over the forecast period due to the segment’s
increasing maturity. However, manufacturers will attempt to stimulate value sales by introducing new
specialised added-value products such as laundry aids and premium detergents.
• There are no foreseeable threats to continued growth within laundry care as products within the segment are
regarded as being daily essential items and the subject of significant promotion and investment from
leading FMCG manufacturers such as Hindustan Unilever and Reckitt Benckiser.
• In-wash spot and stain removers is expected to be the best performing category over the forecast period as it
is growing from a very small sales base and the fact that such products continue to increase in popularity
due to their ease of use and effective stain removing properties.
• With inflation and commodity prices declining over the forecast period, it is expected that unit prices will
stabilise over the coming years. However, rising demand for new innovative added-value products should
ensure that average unit prices continue to increase within the segment.
• Ezee Bright & Soft is only expected to be met with a lukewarm response as Indian consumers continue to
regard liquid detergents as only being suitable for use with special/delicate garments. However, Wheel
Active Easy Wash is expected to perform well due to its low price and extensive advertising.
• The number of environmentally friendly products, such as those which are biodegradable, produced by
domestic companies is expected to increase over the forecast period. In addition, multinationals such as
P&G and Hindustan Unilever are expected to introduce laundry aids brands which are offered by their
parent companies. Economy players such as Ghari Detergent are expected to expand their consumer base in
rural and semi-urban areas outside their dominant regions, thereby converting consumers of unpackaged
detergents to branded products.

SECTOR INDICATORS

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Laundry care India

Table 1 Household Penetration of Washing Machines 2003-2008

2003 2004 2005 2006 2007 2008

Urban (Urban % 5.0 5.0 5.2 5.4 5.6 5.7

penetration of washing
machine)
Rural (Rural % 0.0 0.0 0.0 0.0 0.1 0.1
penetration of washing
machine)
Total (Total % 1.4 1.4 1.5 1.6 1.7 1.7
penetration of washing
machine)
Source: Official statistics, trade associations, Euromonitor International estimates

SECTOR DATA
Table 2 Sales of Laundry Care by Subsector: Value 2003-2008

Rs million
2003 2004 2005 2006 2007 2008

Laundry detergents 63,213.3 66,343.4 69,485.0 72,759.2 78,252.6 92,430.5

Fabric softeners - - - - - -
Carpet cleaners - - - - - -
Laundry aids 4,198.4 4,525.1 4,841.2 5,281.7 5,745.1 6,254.3
Laundry care 67,411.6 70,868.4 74,326.2 78,040.9 83,997.7 98,684.8
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews,
Euromonitor International estimates

Table 3 Sales of Laundry Care by Subsector: % Value Growth 2003-2008

% current value growth

2007/08 2003-08 CAGR 2003/08 TOTAL

Laundry detergents 18.1 7.9 46.2

Fabric softeners - - -
Carpet cleaners - - -
Laundry aids 8.9 8.3 49.0
Laundry care 17.5 7.9 46.4
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews,
Euromonitor International estimates

Table 4 Sales of Laundry Detergents by Type: Value 2003-2008

Rs million
2003 2004 2005 2006 2007 2008

Automatic detergents 10,607.6 11,159.0 11,673.2 12,330.5 13,270.1 15,359.0

- Powder detergents 10,592.2 11,142.3 11,655.2 12,311.2 13,249.3 15,336.8
- Detergent tablets - - - - - -
- Liquid detergents 15.3 16.7 18.0 19.3 20.8 22.2
Other detergents 52,605.7 55,184.4 57,811.8 60,428.7 64,982.5 77,071.5
- Bar detergents 18,921.3 18,962.5 19,125.0 19,476.3 20,677.6 23,928.0
- Hand wash detergents 33,254.6 35,769.0 38,207.2 40,454.7 43,786.0 52,590.8
- Fine fabric detergents 429.8 452.9 479.6 497.7 518.9 552.8
Laundry detergents 63,213.3 66,343.4 69,485.0 72,759.2 78,252.6 92,430.5

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Laundry care India

Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews,
Euromonitor International estimates

Table 5 Sales of Laundry Detergents by Type: % Value Growth 2003-2008

% current value growth

2007/08 2003-08 CAGR 2003/08 TOTAL

Automatic detergents 15.7 7.7 44.8

- Powder detergents 15.8 7.7 44.8
- Detergent tablets - - -
- Liquid detergents 6.7 7.7 44.7
Other detergents 18.6 7.9 46.5
- Bar detergents 15.7 4.8 26.5
- Hand wash detergents 20.1 9.6 58.1
- Fine fabric detergents 6.5 5.2 28.6
Laundry detergents 18.1 7.9 46.2
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews,
Euromonitor International estimates

Table 6 Sales of Laundry Aids by Type: Value 2003-2008

Rs million
2003 2004 2005 2006 2007 2008

Spot and stain removers 22.4 24.6 26.8 182.4 311.9 486.4
- Pre-wash spot and 22.4 24.6 26.8 29.4 32.2 34.3
stain removers
- In-wash spot and - - - 153.0 279.8 452.1
stain removers
Other laundry boosters 3,986.5 4,297.5 4,601.3 4,879.2 5,198.8 5,515.7
Colour safe laundry - - - - - -
bleach
Curtain care - - - - - -
Starch/ironing aids 189.5 203.0 213.1 220.1 234.4 252.1
Water softeners - - - - - -
Fabric fresheners - - - - - -
Home dry cleaning - - - - - -
Laundry aids 4,198.4 4,525.1 4,841.2 5,281.7 5,745.1 6,254.3
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews,
Euromonitor International estimates

Table 7 Sales of Laundry Aids by Type: % Value Growth 2003-2008

% current value growth

2007/08 2003-08 CAGR 2003/08 TOTAL

Spot and stain removers 55.9 85.0 2,067.6

- Pre-wash spot and stain removers 6.5 8.8 52.8
- In-wash spot and stain removers 61.6 - -
Other laundry boosters 6.1 6.7 38.4
Colour safe laundry bleach - - -
Curtain care - - -
Starch/ironing aids 7.6 5.9 33.1
Water softeners - - -
Fabric fresheners - - -
Home dry cleaning - - -
Laundry aids 8.9 8.3 49.0
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews,
Euromonitor International estimates

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Table 8 Laundry Care Company Shares 2004-2008

% retail value rsp

Company 2004 2005 2006 2007 2008

Hindustan Unilever Ltd - - - 43.7 44.1

Ghari Industries Pvt Ltd 11.2 11.5 11.9 12.1 12.3
Nirma Ltd 14.5 14.3 14.3 12.8 11.6
Procter & Gamble Home 6.0 6.3 6.6 7.1 7.1
Products Ltd
Henkel India Ltd 3.5 3.7 3.7 3.8 3.9
Jyothy Laboratories Ltd 3.2 3.3 3.4 3.5 3.1
Fena Ltd 2.7 2.7 2.6 2.7 2.9
Reckitt Benckiser 1.2 1.2 1.3 1.4 1.3
(India) Ltd
Godrej SCA Hygiene Ltd - - - 0.5 0.5
Amway India Enterprises 0.5 0.5 0.5 0.5 0.4
Pidilite Industries Ltd 0.1 0.1 0.1 0.1 0.2
Marico Ltd - 0.2 0.2 0.2 0.2
Hindustan Lever Ltd 44.2 43.5 43.7 - -
Godrej Consumer 0.5 0.5 0.5 - -
Products Ltd
Marico Industries Ltd 0.2 - - - -
Henkel SPIC India Ltd - - - - -
Private Label 1.0 1.1 1.2 1.4 1.4
Others 11.2 11.0 10.0 10.2 11.0
Total 100.0 100.0 100.0 100.0 100.0
Source: Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 9 Laundry Care Brand Shares 2005-2008

% retail value rsp

Brand Company 2005 2006 2007 2008

Wheel Hindustan Unilever Ltd - - 21.1 21.6

Surf Hindustan Unilever Ltd - - 13.0 13.6
Ghari Ghari Industries Pvt Ltd 11.5 11.9 12.1 12.3
Nirma Nirma Ltd 12.8 12.8 11.5 10.7
Rin Hindustan Unilever Ltd - - 7.1 6.3
Tide Procter & Gamble Home 3.1 3.4 3.8 3.9
Products Ltd
Ariel Procter & Gamble Home 3.2 3.2 3.2 3.2
Products Ltd
Ujala Supreme Jyothy Laboratories Ltd 3.3 3.4 3.5 3.1
Fena Fena Ltd 2.7 2.6 2.7 2.9
Henko Henkel India Ltd 1.6 1.6 1.8 1.9
Mr White Henkel India Ltd 1.2 1.2 1.2 1.2
Nima Nirma Ltd 1.5 1.5 1.3 1.0
Robin Reckitt Benckiser 1.0 1.0 1.0 0.9
(India) Ltd
Chek Henkel India Ltd 0.8 0.8 0.8 0.9
Sunlight Hindustan Unilever Ltd - - 0.6 0.7
Ezee Godrej SCA Hygiene Ltd - - 0.5 0.5
Vanish Reckitt Benckiser - 0.2 0.3 0.5
(India) Ltd
Ala Hindustan Unilever Ltd - - 0.4 0.4
Ranipal Pidilite Industries Ltd 0.1 0.1 0.1 0.2
Revive Marico Ltd 0.2 0.2 0.2 0.2
Wheel Hindustan Lever Ltd 20.5 20.4 - -
Rin Hindustan Lever Ltd 12.1 8.3 - -
Surf Hindustan Lever Ltd 8.3 12.4 - -
Ezee Godrej Consumer 0.5 0.5 - -

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Products Ltd
Sunlight Hindustan Lever Ltd 0.5 0.5 - -
Ala Hindustan Lever Ltd 0.4 0.4 - -
Chek Henkel SPIC India Ltd - - - -
Henko Henkel SPIC India Ltd - - - -
Mr White Henkel SPIC India Ltd - - - -
Revive Marico Industries Ltd - - - -
Private label Private Label 1.1 1.2 1.4 1.4
Others 13.2 12.3 12.3 13.0
Total 100.0 100.0 100.0 100.0
Source: Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 10 Laundry Detergents Company Shares 2004-2008

% retail value rsp

Company 2004 2005 2006 2007 2008

Hindustan Unilever Ltd - - - 46.5 46.7

Ghari Industries Pvt Ltd 11.9 12.3 12.7 13.0 13.1
Nirma Ltd 15.5 15.3 15.4 13.7 12.4
Procter & Gamble Home 6.4 6.8 7.1 7.6 7.6
Products Ltd
Henkel India Ltd 3.8 4.0 3.9 4.1 4.2
Fena Ltd 2.9 2.9 2.7 2.9 3.1
Godrej SCA Hygiene Ltd - - - 0.5 0.5
Hindustan Lever Ltd 46.6 46.1 46.4 - -
Godrej Consumer 0.6 0.6 0.6 - -
Products Ltd
Henkel SPIC India Ltd - - - - -
Private Label 1.0 1.1 1.1 1.4 1.4
Others 11.3 11.0 10.0 10.2 11.0
Total 100.0 100.0 100.0 100.0 100.0
Source: Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 11 Laundry Detergents Brand Shares 2005-2008

% retail value rsp

Brand Company 2005 2006 2007 2008

Wheel Hindustan Unilever Ltd - - 22.6 23.1

Surf Hindustan Unilever Ltd - - 13.9 14.5
Ghari Ghari Industries Pvt Ltd 12.3 12.7 13.0 13.1
Nirma Nirma Ltd 13.6 13.7 12.4 11.4
Rin Hindustan Unilever Ltd - - 7.6 6.8
Tide Procter & Gamble Home 3.3 3.7 4.1 4.2
Products Ltd
Ariel Procter & Gamble Home 3.4 3.4 3.5 3.4
Products Ltd
Fena Fena Ltd 2.9 2.7 2.9 3.1
Henko Henkel India Ltd 1.8 1.7 1.9 2.0
Mr White Henkel India Ltd 1.3 1.3 1.3 1.3
Nima Nirma Ltd 1.6 1.6 1.3 1.0
Chek Henkel India Ltd 0.9 0.9 0.9 0.9
Sunlight Hindustan Unilever Ltd - - 0.7 0.7
Ezee Godrej SCA Hygiene Ltd - - 0.5 0.5
Wheel Hindustan Lever Ltd 21.9 21.9 - -
Rin Hindustan Lever Ltd 12.9 8.9 - -
Surf Hindustan Lever Ltd 8.9 13.3 - -
Ezee Godrej Consumer 0.6 0.6 - -
Products Ltd
Sunlight Hindustan Lever Ltd 0.6 0.5 - -
Chek Henkel SPIC India Ltd - - - -

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Henko Henkel SPIC India Ltd - - - -

Mr White Henkel SPIC India Ltd - - - -
Private label Private Label 1.1 1.1 1.4 1.4
Others 12.8 11.8 11.9 12.7
Total 100.0 100.0 100.0 100.0
Source: Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 12 Laundry Aids Company Shares 2004-2008

% retail value rsp

Company 2004 2005 2006 2007 2008

Jyothy Laboratories Ltd 50.3 51.3 50.8 50.7 48.5

Reckitt Benckiser 19.4 18.4 19.9 20.1 21.2
(India) Ltd
Hindustan Unilever Ltd - - - 5.9 5.7
Pidilite Industries Ltd 0.9 1.0 0.9 1.8 3.1
Marico Ltd - 3.3 3.2 3.0 3.0
Modicare Ltd 0.7 0.7 0.7 0.6 0.6
Jyothy Laboratories Ltd - - - 0.2 0.3
Hindustan Lever Ltd 7.6 6.7 6.5 - -
Marico Industries Ltd 3.4 - - - -
Private Label 1.9 1.9 1.9 1.8 1.8
Others 15.8 16.7 16.2 15.9 15.8
Total 100.0 100.0 100.0 100.0 100.0
Source: Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 13 Laundry Aids Brand Shares 2005-2008

% retail value rsp

Brand Company 2005 2006 2007 2008

Ujala Supreme Jyothy Laboratories Ltd 51.3 50.8 50.7 48.5

Robin Reckitt Benckiser 16.1 15.2 14.4 13.6
(India) Ltd
Vanish Reckitt Benckiser - 2.9 4.8 7.2
(India) Ltd
Ala Hindustan Unilever Ltd - - 5.9 5.7
Ranipal Pidilite Industries Ltd 1.0 0.9 1.8 3.1
Revive Marico Ltd 3.3 3.2 3.0 3.0
Washmate Modicare Ltd 0.7 0.7 0.6 0.6
Ujala Jyothy Laboratories Ltd - - 0.2 0.3
Ala Hindustan Lever Ltd 6.7 6.5 - -
Revive Marico Industries Ltd - - - -
Starch-It Modicare Ltd - - - -
Stiffen Modicare Ltd - - - -
Private label Private Label 1.9 1.9 1.8 1.8
Others 19.1 18.1 16.8 16.3
Total 100.0 100.0 100.0 100.0
Source: Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 14 Forecast Sales of Laundry Care by Subsector: Value 2008-2013

Rs million
2008 2009 2010 2011 2012 2013

Laundry detergents 92,430.5 96,941.1 101,141.8 105,021.7 108,512.4 111,645.5

Fabric softeners - - - - - -
Carpet cleaners - - - - - -
Laundry aids 6,254.3 6,663.8 7,115.0 7,554.9 7,955.0 8,273.0

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Laundry care 98,684.8 103,604.9 108,256.8 112,576.6 116,467.4 119,918.5

Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International
estimates

Table 15 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013

% constant value growth

2008-13 CAGR 2008/13 TOTAL

Laundry detergents 3.8 20.8

Fabric softeners - -
Carpet cleaners - -
Laundry aids 5.8 32.3
Laundry care 4.0 21.5
Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International
estimates

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