Submitted by: Submitted by sadguru
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Pages: 4
Category: Business and Industry
Date Submitted: 09/20/2012 11:09 AM
Indian Market towards detergents
The Indian laundry market is estimated to be Rs 5,000 crore in size
Making India world’s third largest detergents market.
Detergent bars comprise 43 per cent of the total market and detergent powders balance 57 per cent. However, the detergent bar market is shrinking in India
Important inventions over the years of the history of detergents
1950s
Liquid laundry, hand dishwashing and all-purpose cleaning products
Automatic dishwasher powders
Detergent with oxygen bleach
Fabric softeners (rinse-cycle added)
1960s
Laundry powders with enzymes
Prewash soil and stain removers
1970s
Fabric softeners (sheets and wash-cycle added)
Multifunctional products (e.g., detergent with fabric softener)
Liquid hand soaps
1980s
Automatic dishwasher liquids
Detergents for cooler water washing
Concentrated laundry powders
1990s
Ultra (super concentrated) powder and liquid detergents
Automatic dishwasher gels
Ultra fabric softeners
Laundry and cleaning product refills
Comparisons between two major Detergent Brands:
1. NIRMA
Various Products offered by Nirma are:
Nirma Washing Powder
This product created a marketing miracle, when introduced in the domestic marketplace. In 1969, when the detergents were priced so exorbitantly that for most of the Indians, it was a luxury item. Nirma envisioned the vast Fabric Wash market segment and sensed a tremendous potential therein. This product was priced at almost one third to that of the competitor brands, resulting into instant trial by the consumers. Owing to its unique environment-friendly, phosphate-free formulation, the consumers became loyal to this brand, helping it to over-take the decades’ old brands, in terms of volumes. This brand had been ranked as the “Most widely distributed detergent powder brand in India” as per All India Census of Retail Outlets carried out in 435 urban towns by the AIMS(Asian Information Marketing & Social) Research agency [Brand...