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India toilet care market: Rs4.7 billion industry forecast by 2017
Toilet Care in India - a new market research report on 2014-04-24 15:49:03
Reckitt Benckiser with its brand Harpic continued to dominate the India toilet care market to hold value share of 75% in 2012. In addition to its long established presence and strong brand image that the company has built over the years, the company continued to push its brand Harpic through advertising campaign "Harpic Challenge" to promote its products door-to-door. The Harpic challenge campaign was a big success and supported Reckitt Benckiser in grabbing the lion?s share in toilet care in India.

Toilet liquids, which are the most notable products, showed marginally slower growth than in-cistern devices with a small base in India. Though in-cistern devices grew at the fastest rate, only a few brands including Hindustan Unilever?s Domex rim block and Harpic Flushmatic from Reckitt Benckiser continued to dominate the landscape. On the contrary, toilet liquids witnessed a huge surge in demand, mainly due to growing hygiene awareness amongst consumers. Leading companies including Reckitt Benckiser launched toilet cleaners with stronger germicidal and cleansing properties.

Toilet care is predicted to grow by a constant value CAGR of 7% over the forecast period mainly due to the growing hygiene awareness that would fuel growth. Sales will be driven by a strong increase in per capita consumption in urban areas with high penetration. Additional growth would be contributed by rural consumers who will increasingly shift from traditional products to branded toilet care, driving further penetration.

Key Headlines

- Toilet care current value sales grow by 15% to reach Rs3.3 billion in 2012
- Growing hygiene awareness and increasing numbers of people switching from abrasives to branded toilet care drives growth
- Average unit price grows by 4% due to the launch of specific products
- Reckitt Benckiser (India) Ltd continues to lead toilet care with value share of 76%
- Toilet care is predicted to grow by a constant value CAGR of 7% to reach Rs4.7 billion by 2017

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