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In the land of Ganges…. …only 2 per cent of 1.2 billion Indians own a washing machine. A lifetime experience - watching people wash clothes on the banks of river Ganges A lesson for all new players planning to enter the Indian market . russell davies:

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In the land of ganges l.jpg

In the land of Ganges…


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…only 2 per cent of 1.2 billion Indians own a washing machine. A lifetime experience - watching people wash clothes on the banks of river Ganges A lesson for all new players planning to enter the Indian market

russell davies:

Great start. Makes me instantly realise that the rules are different here.


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The Indian fabric wash market consists of synthetic detergents (comprising bars, powder and liquids) and oil-based laundry soaps

Per capita consumption of detergent in India (2.7 kg pa) is lower than any other country

Laundry care current value sales grew 5% in 2005-06 over 2004-05 to Rs. 66.9 billion

Laundry care forecast to grow at modest 2% CAGR from 2005 to 2010 to Rs. 72.1 billion

Laundry Care – An overview


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Popular brands


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russell davies:

This is all good. Good overview.

A closer look

  • The synthetic detergent market can be classified into premium (Surf, Ariel), mid-price (Rin, Henko, Tide) and popular segments (Nirma, Wheel, Mr. Clean)

    • They account for 15%, 40% and 45% of the market respectively, which is only 60 per cent of the total market

    • Regional and small unorganized players still account for a significant 40% of the total detergent market

  • The product category is fairly mature and is dominated by two players, HLL and Nirma

    • Nirma, Henkel and regional brands have grown in double digits

    • Hindustan Lever Ltd and Procter & Gamble have witnessed lower volume growth of 5-6%


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Upgradation from bars to powders. So companies are actively pushing powder detergents

Fragrance is the main differentiation in laundry detergents and laundry aids

Laundry aids is growing fastest in current value terms

To gain lion’s share of the market and enter the rural market, most brands are introducing lower price sachet packs

From bars to powders

russell davies:

Good too.


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‘Eco-Friendly’ enters India

russell davies:

Specific, practical thoughts. Good ideas.

  • Eco-Friendly (considering that as the brand name) must have two different products in its portfolio: Premium & Mid-range

    • Premium: Liquid format

    • Mid-range: Powder format

  • The premium range to target urban dwellers with washing machine

  • Mid-range for semi-urban/rural dwellers with an extra product benefit - less water to rinse, acts as a starch, cloth softener

  • Play the price game carefully. Remember we’re value seekers

  • Eco-friendly packaging made from recycled Plastic or Tin container. Measuring cup inside every pack.


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Eco-Friendly – Always a garment’s friend

russell davies:

Not sure you need this. I guess it might depend what you said over it, but it doesn’t feel like part of the argument.


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For a friendly cause

russell davies:

Great. Two smart, locally relevant and distinctive ideas. Very good.

  • Everyone wants to market their brand. Eco-Friendly wants too. But differently

  • We’re Eco-Friendly. Our approach is always friendly

  • We’re friends to the 15 million washman families across India

    • Washmen are our brand evangelists

    • We help create opportunities, jobs for them

    • They tell their customers, “We’re Eco-Friends”

  • We’re friend to the River Ganges. We stand for the “Save Ganges” Movement. A movement that will save the river from water pollution, desalting, cleaning


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Thank you

russell davies:

Thank you.


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