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Air Care in India

India air care market: Rs1.7 billion industry in 2012

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2014-02-04 00:17:02 - Air Care in India - a new market research report on

Dabur India Ltd continued to dominate the India air care market with value share of 38% in 2012. The company has a long established leadership in air care under its brand Odonil which has continued to enjoy huge popularity amongst consumers for years. Furthermore, with the launch of Odonil Occasions that offered different formats of air care during the late months of 2011, the company tried to gain further penetration of urban and rural homes. However, Procter & Gamble?s Ambi Pur offered strong competition to Dabur?s Odonil aerosols in 2012, which resulted in the company losing two percentage points in value share.

Air care grew by 17% in current value terms to touch Rs1.7 billion in 2012, which was marginally faster



than the review period growth, mainly due to the growing number of consumers who were willing to experiment with the modern formats such as aerosols to keep their homes odour free. Air care began to be associated as a lifestyle product and attracted the consumers to buy different variants including spray/aerosol air fresheners such as Air Wick.

With improving living standards and increasing demand for aesthetics, air care formats such as aerosols, car air fresheners and electric air fresheners are likely to experience huge acceptance in urban areas mainly over the forecast period. Additionally, the forecast period would also continue to witness a huge shift from traditional air care such as dhoops to spray/aerosol and electric air fresheners.

Key Headlines

- Air care grows by 17% in current value terms to reach Rs1.7 billion in 2012
- Consumers continue to switch from traditional offerings to sophisticated aerosols/sprays
- Average unit prices grow further due to increase in uptake of modern formats such as aerosols and car air fresheners
- Dabur India Ltd maintains lead with value share of 38% in 2012
- Air care is predicted to grow by a constant value CAGR of 9% to reach Rs2.5 billion by 2017

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