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Home Care in India

India home care market: Lifestyle products seeing strong growth

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2014-02-05 07:53:01 - Home Care in India - a new market research report on

The India home care market is predicted to record steady growth over the forecast period, driven by the increasing acceptance of high-priced and lifestyle products such as automatic detergents and fabric softeners in laundry care, liquid hand dishwashing, and car air fresheners. In addition, volume growth would be driven by rural consumers increasingly switching to branded products over the forecast period. The switch would be facilitated by awareness campaigns organised by manufacturers to generate awareness about the use and benefits of branded products.

With growing urbanisation coupled with increasing Western lifestyles, consumers increasingly traded up to higher value lifestyle products in 2012. Lifestyle products such as car air fresheners and fabric softeners recorded strong growth over the review period. The growth



of high value products was facilitated further by increasing disposable incomes and a rise in the number of dual income households over the review period.

Home grown brands from companies such as Rohit Surfactants Pvt Ltd offered tough competition to multinationals, including Hindustan Unilever Ltd especially in rural areas. Domestic companies started to expand their foothold to reach new consumers and new regions. Rohit Surfactants? Ghari expanded its presence in South India and competed with both Wheel and Tide to gain volume sales mainly in rural regions.

Independent small grocers or kirana stores continued to be the most dominant distribution channel for home care retail sales in India in 2012. Small grocery retailers accounted for more than two-thirds of overall value sales in home care in 2012. Most of the consumers still preferred to shop from kirana stores due to their convenience. The neighbourhood kirana stores are conveniently located, offer free home deliveries, and are open for extended hours. The loyalty and familiarity that consumers associate with their neighbourhood kirana stores helped the channel to retain its dominance.

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