Laundry Care in India

PROSPECTS

Fabric softeners is part of laundry care regime in urban households

Fabric softeners in India gained increasing popularity over the review period, as a result of a rising focus on hygiene and a willingness to spend on products. In addition to cleanliness, consumers also care about preserving the quality and colour of their clothes, and to ensure softness and an appealing fragrance.

Expansion in modern retailing supports growth of laundry care

The country is undergoing expansion in modern retail formats, thus increasing availability of laundry care that supports the category’s growth. Growing urbanisation, expansion of female participation in the workforce and growing professional working class were the key drivers for laundry care’s growth during the review period.

Urbanisation and changing lifestyles to aid growth over forecast period

With increasing urbanisation and consumers willing to spend on products that aid cleanliness and hygiene, players’ laundry care portfolios are expected to expand. Consumers have started to embrace niche products such as more concentrated detergents, fabric softeners as well as fine fabric detergents and spot and stain removers in their daily laundry regimes.

COMPETITIVE LANDSCAPE

Hindustan Unilever strengthens its position by driving premiumisation

Hindustan Unilever led laundry care in India in 2018. The company has a presence through its brands Surf Excel, Rin, Wheel, Comfort and Sunlight.

Domestic companies offer tough competition to international players

Among home care in India, laundry care is one of the largest categories where domestic players are equally strong as international players. The popularity of domestic regional and local brands is because these brands have been effective in building trust among consumers and their products are affordable and available across towns and villages beyond metros.

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