Toilet Care in India

PROSPECTS

Toilet care sees strong growth but sales remain stunted by lack of awareness and social stigma

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

Toilet liquids/foam dominates sales but other products appearing in the market

Toilet liquids/foam accounts for nearly all sales of toilet care in India with these products proven to be effective at cleaning and maintaining hygiene in toilets, while also being the most affordable category. These products are also the most widely advertised and the most widely distributed thereby breeding familiarity and trust.

Busy consumers show growing interest in ITBs and in-cistern devices

Despite the dominance of toilet liquids/foam, higher priced options such as ITBs and in-cistern devices saw dynamic growth in 2019, albeit from a low base. This demand is stemming from affluent urban households looking to maintain hygienic and pleasant-smelling toilets without the need for manual cleaning.

COMPETITIVE LANDSCAPE

Reckitt Benckiser invests in campaigns to improve toilet hygiene in India

Reckitt Benckiser dominates toilet care with its well-known Harpic brand. Harpic is considered a pioneer in toilet care with it reinforced its commitment to providing universal access to sanitation through its campaign “Har Ghar Swachh” (Clean Every House).

Domex launches “Why the Shame? Pick up the Brush!” campaign

Hindustan Unilever Ltd held onto second place in toilet care with its Domex brand in 2019. While trailing Reckitt Benckiser by a significant distance the company has been taking steps to increases awareness about the need for toilet hygiene as well to gain more share in the category.

Private label maintains presence with affordable options

With price being an important factor when it comes to toilet care there is a small presence of private label in the category. Notable examples include Amazon with its Amazon Presto! range of toilet liquids/foam.

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