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Dishwashing in India

India dishwashing market: Rs18 billion industry in 2012


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2014-02-03 23:50:03 - Dishwashing in India - a new market research report on companiesandmarkets.com

Hindustan Unilever Ltd continued to dominate the India dishwashing market in 2012, due to growing sales of its brand Vim. Vim?s offerings including the bar soap and liquid drops continued to enjoy huge popularity as the saviour of dishes amongst females and hence strong growth to account for a value share of 60% in 2012. Vim enjoyed tremendous brand equity and continued to be the most notable brand in the category over the review period. However, Pril from Jyothy Laboratories continued to gain ground in dishwashing due to affordable prices compared to Vim.

In line with review period growth, dishwashing grew by 12% in current value terms in 2012. The growth was due to the growing penetration of high-priced liquid dishwashing

 

 

in urban areas. Additionally, rural consumers continued to move from cheaper alternatives and brands such as Sabena to branded bars such as Vim and Exo.

Hand dishwashing is likely to remain the dominant dishwashing type due to easy availability of domestic help in the country. However, urban consumers are likely to increasingly shift to liquids due to the convenience attached to it. Additionally, rural consumers are likely to switch to hand dishwashing bars not from loose detergents that continues to enjoy huge popularity.

Key Headlines

- Current value sales of dishwashing grow by 12% to reach Rs18 billion in 2012
- Consumers continue to shift from bars to hand dishwashing liquids increasingly
- Average unit prices grow further due to rising inflation and growing uptake of liquid hand dishwashing
- Hindustan Unilever Ltd continues to lead dishwashing with value share of 60% in 2012
- Dishwashing is predicted to grow by a constant value CAGR of 3% over the forecast period to reach Rs21billion by 2017

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