Toilet Care in India

PROSPECTS

Low-income consumers hold the key to toilet care’s penetration

Towards the end of the review period, there was strong focus and attention on improving sanitation in India. The government’s Clean India mission is one of the major initiatives undertaken to improve sanitation by making India open defecation free by 2019.

Convenience is expected to drive popularity of in-cistern devices and ITBs

Time has become an increasingly appreciated commodity, especially in urban households with dual incomes. This places focus on convenient and flexible products, and solutions that enable consumers to either save time through outsourcing of tasks or multi-task through more flexible packaging options.

Toilet liquids/foam remains most popular toilet care product

The positive value growth recorded by toilet care was largely attributed to the performance by toilet liquids/foam. Surface-specific products such as toilet liquids are preferred in households for effective cleaning and maintaining hygiene in toilets.

COMPETITIVE LANDSCAPE

Hindustan Unilever proactively engages in toilet care

Hindustan Unilever’s Domex took second position in toilet care in India in 2018, surpassing Sani Fresh from Dabur India. Domex launched India’s first toilet care powder in a test market in 2017.

Reckitt Benckiser reinforces commitment to providing universal access to sanitation through new campaign

Reckitt Benckiser, through its brand Harpic which is considered a pioneer in toilet care, has reinforced its commitment to providing universal access to sanitation through its new campaign “Har Ghar Swachh”. Furthermore, Harpic’s “Swachh Bharat Pack” was launched as a single-use pack priced at INR5.

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