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Learn moreMay 2020
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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 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.
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.
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).
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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Toilet Care industry in India with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Toilet Care industry in India, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.