DIY And Gardening in India
Euromonitor International's DIY And Gardening in India market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 39 | Publication date: Oct 2009
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Executive summary
Do-It-Yourself suffers from economic slowdown
The Do-it-yourself (DIY) market in its true sense remained niche in India in 2008 and suffered due to economic slowdown in the second half of the year. The economic slowdown directly impacted the housing market and hindered the growth of DIY products such as paints and building materials. The DIY and gardening as a concept failed to take off in the country and more mature sectors like paints and building materials continued to command a major portion of DIY sales. The overall growth of DIY and gardening market in India was lesser than what witnessed in 2007, but still managed to grow in high double digits due to its smaller market size.
Lack of knowledge and easy availability of labour hinders growth
DIY as a concept were not propagated properly in the review period and this hindered the growth of the market. India has easy availability of labour such as plumbers, electricians and carpenters and people who could afford the DIY products could easily employ labourers to do the project for them. So the majority of the Indian middle class continued to shy away from DIY products. Lack of effort from DIY suppliers to educate customers about the advantages of DIY also caused the market for DIY products to stagnate.
Cheap imports propel demand for power tools and accessories
The review period also witnessed a lot of import activity from neighbouring countries like China into the Indian DIY sector. These imports were cheap and suited Indian needs and budgets. Also imported products were sold extensively through large organised retailing chains who labelled these products as their own brands. The biggest beneficiary of this trend was the power tools and accessories segment which commanded the highest growth amongst the entire DIY sector but remained very small.
Private labels dominate DIY and gardening
The DIY market remained fragmented for most of its subcategories. Only for product sectors like building materials, electric supplies and Paint /home decorating we witnessed the presence of bigger players. But these players also refrained from promoting DIY as a concept in a big way due to Indian populations’ unwillingness to do-it-yourself. Presence of private labels and smaller Indian players were rampant in sectors like Hardware, Hand tools and Accessories, Power tools and Accessories, Plumbing/heating /cooling and kitchen and bath products.
Bright economic prospects help DIY in medium term
Even in the grim scenarios of the aftermath of the financial crisis, India remained one of the few countries forecasted to grow its GDP positively in 2008 giving the country the advantage. The growth in the economy will expand the purchasing power of Indian households and this will help the DIY market to grow. There will be extra efforts by fast growing organised retailers to do tie-ins with DIY suppliers to educate Indian customers about the advantages and benefits of DIY tools and this is likely to help the market grow for these products.
Table of contents
DIY AND GARDENING IN INDIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Do-It-Yourself suffers from economic slowdown
Lack of knowledge and easy availability of labour hinders growth
Cheap imports propel demand for power tools and accessories
Private labels dominate DIY and gardening
Bright economic prospects help DIY in medium term
KEY TRENDS AND DEVELOPMENTS
High inflation and slow economic growth impacts DIY market
Consumer awareness of DIY concept remains low
Imported goods dominate DIY and gardening industry in India
Specialist stores help DIY products
Absence of big names makes market unattractive
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2003-2008
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2003-2008
Table 3 DIY and Gardening Company Shares 2004-2008
Table 4 DIY and Gardening Brand Shares 2005-2008
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2003-2008
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2008-2013
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2008-2013
DEFINITIONS
DIY and gardening
DIY
Building materials
Hardware
Electrical supplies
Hand tools and accessories
Power tools and accessories
Paint/home decorating
Wall/floor/window coverings
Plumbing/heating/cooling
Millwork/doors/windows
Kitchen and bath products
Other DIY
Gardening
Horticultural goods
Garden structures
Gardening equipment
Garden care
Other gardening
Barbecues
Summary 1 Research Sources
LOCAL COMPANY PROFILES - INDIA
ASIAN PAINTS LTD (APL) - DIY AND GARDENING - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 [Asian Paints Ltd]: Key Facts
Summary 3 [Asian Paints Ltd]: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 [Asian Paints Ltd]: Competitive Position 2008
CROMPTON GREAVES LTD - DIY AND GARDENING - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Crompton Greaves Limited: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Crompton Greaves Limited: Competitive Position 2008
GRASIM INDUSTRIES LTD - DIY AND GARDENING - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 [GRASIM INDUSTRIES LTD]: Key Facts
Summary 8 [GRASIM INDUSTRIES LTD]: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 [GRASIM INDUSTRIES LTD]: Production Statistics [2007]
COMPETITIVE POSITIONING
Summary 10 [GRASIM INDUSTRIES LTD]: Competitive Position 2008
PHILIPS ELECTRONICS INDIA LTD - DIY AND GARDENING - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 [Philips Electronics India Ltd]: Key Facts
Summary 12 [Philips Electronics India Ltd]: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Philips Electronics India Ltd: Competitive Position 2008
ROBERT BOSCH POWER TOOL ELEKTROMOS SZERSZáMGYáRTó KFT - DIY AND GARDENING - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 [Robert Bosch Power Tool Elekyromos Szerszámgyártó Kft]: Key Facts
Summary 15 [Robert Bosch Power Tool Elekyromos Szerszámgyártó Kft]: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Robert Bosch Power Tool Elekyromos Szerszámgyártó Kft: Competitive Position 2008
DIY IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 17 New Product Launches 2007- 2008
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2003-2008
Table 9 Sales of DIY by Subsector: % Value Growth 2003-2008
Table 10 DIY Company Shares 2004-2008
Table 11 DIY Brand Shares 2005-2008
Table 12 Sales of DIY by Distribution Format: % Analysis 2003-2008
Table 13 Forecast Sales of DIY by Subsector: Value 2008-2013
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2008-2013
GARDENING IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 18 New Product Launches 2007- 2008
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2003-2008
Table 16 Sales of Gardening by Subsector: % Value Growth 2003-2008
Table 17 Gardening Company Shares 2004-2008
Table 18 Gardening Brand Shares 2005-2008
Table 19 Sales of Gardening by Distribution Format: % Analysis 2003-2008
Table 20 Forecast Sales of Gardening by Subsector: Value 2008-2013
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2008-2013