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Surface Care in India

India surface care market: Rs7.6 billion industry forecast by 2017

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2014-02-04 00:05:04 - Surface Care in India - a new market research report on

Reckitt Benckiser (India) Ltd continued to dominate the India surface care market with value share of 58% in 2012. The company continued to enjoy a huge portfolio of established brands including Dettol, Easy-Off, Lizol, and Colin, which provided a platform for sustained growth in 2012. The company?s long established presence under its brand Dettol which enjoyed huge popularity as an affordable household disinfectant helped the company to continue to contribute significantly to sales. However, local players and private label floor cleaners started to eat into the share of established brands such as Dettol.

In 2012, growth in surface care marginally tapered compared to the review period CAGR of 13% to reach 12%. The faster growth during the review period was mainly



due to its small base and strong growth in penetration of floor cleaners and window/glass cleaners over the review period. The strong growth was contributed mainly by growing health and hygiene awareness and importance of having germ-free homes amongst consumers. However, in 2012, the growth was contributed mainly by household antiseptics/disinfectants that continued to enjoy established presence and popularity.

With growing awareness about hygiene amongst consumers, surface care is predicted to gain penetration in urban areas such as Delhi, Noida and Mumbai. Urban consumers are likely to drive the sales of products such as multi-purpose cleaners and window/glass cleaners which previously had limited use. Additionally, rural consumers are likely to switch from traditional phenyls to branded floor cleaners and will drive the sales of surface care.

Key Headlines

- Surface care grows by 12% in current value terms to reach Rs5.9 billion in 2012
- Leading manufacturers continue to focus on new fragrances in 2012
- Increasing inflation fuels average unit prices to grow further in 2012
- Reckitt Benckiser (India) Ltd continues to lead surface care with value share of 58% in 2012
- Surface care is predicted to grow by a constant value CAGR of 5% to reach Rs7.6 billion by 2017

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