DISHWASHING IN INDIA

Euromonitor International
June 2015

DISHW ASHING IN INDIA

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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 2
Category Indicators ...................................................................................................................... 3
Table 1

Household Possession of Dishwashers 2009-2014 ..................................... 3

Category Data .............................................................................................................................. 3

Table 2
Table 3
Table 4
Table 5
Table 6
Table 7

Sales of Dishwashing by Category: Value 2009-2014.................................. 3

Sales of Dishwashing by Category: % Value Growth 2009-2014 ................. 4
NBO Company Shares of Dishwashing: % Value 2010-2014 ...................... 4
LBN Brand Shares of Dishwashing: % Value 2011-2014 ............................. 4
Forecast Sales of Dishwashing by Category: Value 2014-2019................... 5
Forecast Sales of Dishwashing by Category: % Value Growth 20142019 ............................................................................................................. 5

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DISHW ASHING IN INDIA

DISHWASHING IN INDIA
HEADLINES
Dishwashing records 13% current value growth to reach Rs23.1 billion in 2014
Increasing penetration of dishwashing bars and liquid decreases the usage of dishwashing
powders in 2014
Average unit price of hand dishwashing increases by 6% in 2014
Hindustan Unilever continues to lead dishwashing with a value share of 61% in 2013
Value sales of dishwashing are set to grow at a CAGR of 3% at constant 2014 prices over the
forecast period

TRENDS
Urban Indian consumers are slowly upgrading to dishwashing bars and liquids from traditional
dishwashing powders. The rural consumers were slowly shifting towards dishwashing
powders from traditional ash or cheap detergents in 2014.
Current value growth in 2014 was similar to that seen in 2013 at 13%. The increasing
awareness about the importance of keeping hygienic conditions in the kitchen helped boost
sales of dishwashing in 2014.
Dishwashing continued to be dominated by hand dishwashing, whilst automatic dishwashing
was growing from a small base. Hand dishwashing was the best performing category, mainly
due to urban consumers increasingly switching to liquid hand dishwashing products, which
offered increased convenience.
The average unit price increased by 6% in current value terms in 2014, an increase that can
be attributed to increasing marketing and advertising expenditure passed on by
manufacturers to consumers. Furthermore, consumers are also slowly upgrading from
traditional dishwashing products to liquids and bars.
Automatic dishwashing products were still in an early development stage during the review
period, but were becoming slowly popular year on year. Automatic dishwashing is basically
the only other category apart from hand dishwashing within dishwashing in 2014, and
accounted for a marginal value share. The majority of automatic dishwashing liquid and tablet
brands are marketed and offered via consumer appliance retailers, such as Croma, e-Zone,
Reliance Digital and other exclusive stores. Two of the fastest emerging online platforms that
distribute automatic dishwashing products in India are eBay India and shopping.rediff.com.
Automatic dishwashing tablets and powders were not available in India as of 2014.
Hand dishwashing is what the majority of consumers use in India and use of automatic
dishwashing is almost negligible. The bar is the most popular format in the India but liquid
dishwashing has registered an increase in growth rate in urban areas. Cream has negligible
presence whilst powder format is popular amongst the lower middle class. Aggressive
promotional activities of players has led to upgrading of products by consumers and thus
people who were previously using ashes and economy detergent have started using powder
dishwashing and powder dishwashing users are trying bars.

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COMPETITIVE LANDSCAPE
Hindustan Unilever continued to dominate dishwashing in 2014, due to growing sales of its
brand Vim in both urban and rural regions. Vims offerings, including bar soap and liquid
drops, continued to enjoy huge popularity as the favoured brand with females and recorded
strong growth in 2014 to register a brand value share of 61%. Vim enjoyed tremendous brand
equity and continued to be the most notable brand in the category over the review period.
Jyothy Laboratories saw an increase of nearly one percentage point in value share in 2014,
mainly due to increase in distribution and marketing. Furthermore, it points of sale
advertisements in semiurban areas of India have also helped the company to gain value
shares over other manufacturers.
International manufacturers continued to dominate dishwashing in 2014. Hindustan Unilever
and the new entrant Reckitt Benckiser (India) together with Amway India Enterprises and (to a
lesser extent) Colgate-Palmolive (India) held a combined value share of 64%. Multinationals
continued to benefit from their long-established presence and also their products reaching
each corner of India. Domestic manufacturers gained value shares in 2014 with Jyothy
holding a16% value share by the end of 2014.
In May 2014, SGS India entered the hand dishwashing gel segment with launch of its flagship
brand A-One in three variants: Lemon Blast, Lime and Neem Gold. The brand is targeted
towards lower-middle-class households and priced 7-10% lower than market leader
Hindustan Unilevers brands.
Advertising for Reckitt Benckisers Dettol dishwashing product claims that the product is 100
times better at killing germs than rival products and is trying to cash in on its well-established
position of being a germ killer in the market. Desire for cleanliness along with germ killing has
helped the brand to gain ground within the emerging liquid dishwashing category in India.
There were no new packaging innovations that impacted dishwashing in 2014.
Dishwashing brands such as Vim and Pril continued to be considered as standard and
enjoyed huge popularity amongst the mass of consumers in 2014. Liquid dishwashing
products, such as Vim liquid drops and Pril, are considered to be marginally premium and
sales began to pick up from 2011 onwards; however, dishwashing bars continued to account
for most sales and as a result economy brands such as Sabena, Nima and Pitambri continued
to rank high in this segment in terms of value share.
Modern retail stores, including Food Bazaar and Reliance Fresh, have introduced private
label products over the review period, hoping to gain a larger share of dishwashing sales;
however, the competitive pricing of existing retail brands make it difficult for private label
products to appeal to consumers. These private label lines include 110% (More
supermarkets), Great Value (Easy Day), Clean Mate (Big Bazaar) and Scrubz (Reliance
Fresh).
The concept of green positioning developed no further in 2014 and continued to have a
negligible presence. In addition to looking for value-for-money products, consumers started to
search for more-effective dishwashing products in 2014.

PROSPECTS
The increasing disposable income and rural consumers shifting from traditional products to
dishwashing powders over the forecast period will lead to higher value growth for dishwashing
at constant 2014 prices over the forecast period than the constant value CAGR seen over the
review period. Furthermore, the increasing urbanisation will also support the forecast growth.

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Forecast growth may be little bit slower than expected, mainly because of regional and
domestic manufacturers entering the competition with lower-priced dishwashing bars and
dishwashing liquids.
The majority of manufacturers are focusing on concentrated ingredients in dishwashing to
improve cleaning claims made in marketing efforts and volume sales. Non-regulated
concentrated and corrosive ingredients (ie alkaline and corrosive agents) will, however,
hamper female skin textures and long-term consumer confidence in such products could be
undermined, constituting a potential threat for the manufacturers.
Hand dishwashing will remain the major category in dishwashing as hiring maids is cheaper
than purchasing dishwashers in India. Value sales of hand dishwashing are expected to
increase at a CAGR of 3% at constant 2014 prices over the forecast period and we can see
more fragrance-based and concentrated products in hand dishwashing appearing during that
time.
More regional and domestic players entering the dishwashing arena will reduce the average
unit price over the forecast period and we can see competition increasing amongst
established players and new players.
With more new manufacturers entering dishwashing established players are expected to
invest more on advertisements and brand promotions to sustain their value shares.

CATEGORY INDICATORS
Table 1

Household Possession of Dishwashers 2009-2014

% possession of dishwasher

Dishwasher
Source:

2009

2010

2011

2012

2013

2014

0.2

0.2

0.3

0.3

0.3

0.3

Euromonitor International from official statistics, trade associations, trade interviews

CATEGORY DATA
Table 2

Sales of Dishwashing by Category: Value 2009-2014

INR million

Automatic Dishwashing
- Automatic Dishwashing
Liquids
- Automatic Dishwashing
Powders
- Automatic Dishwashing
Tablets
- Dishwashing Additives
Hand Dishwashing
Dishwashing
Source:

2009

2010

2011

2012

2013

2014

65.0
50.0

69.5
53.6

73.3
56.7

13,097.6
13,097.6

14,293.5
14,293.5

16,169.8
16,169.8

15.0
18,129.1
18,194.1

15.9
20,485.9
20,555.3

16.6
23,075.5
23,148.8

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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DISHW ASHING IN INDIA

Table 3

Passport

Sales of Dishwashing by Category: % Value Growth 2009-2014

% current value growth

Automatic Dishwashing
- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
Hand Dishwashing
Dishwashing
Source:

2009-14 CAGR

2009/14 Total

5.5
5.8
4.7
12.6
12.6

12.0
12.1

76.2
76.7

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4

NBO Company Shares of Dishwashing: % Value 2010-2014

% retail value rsp

Company
Hindustan Unilever Ltd
Jyothy Laboratories Ltd
Rohit Surfactants Pvt Ltd
Ecof Industries Pvt Ltd
Pitambari Products Pvt
Ltd
Fena Ltd
Nirma Ltd
Amway India Enterprises
Pvt Ltd
Reckitt Benckiser
(India) Ltd
Dabur India Ltd
Colgate-Palmolive India
Ltd
Henkel India Ltd
Hindustan Lever Ltd
Others
Total
Source:

2013/14

2010

2011

2012

2013

2014

52.0
8.1
4.8
7.7
3.3

59.5
15.5
5.2
6.1
3.2

60.1
15.8
6.0
4.4
3.0

61.0
15.2
6.0
4.0
3.0

60.7
16.0
6.1
3.7
3.0

3.2
3.5
2.1

3.1
3.0
2.5

3.1
2.7
2.2

2.9
2.4
2.1

2.8
2.2
2.0

0.1

0.7

0.8

0.9
0.4

0.8
0.2

0.7
0.1

0.6
0.1

0.6
0.1

6.0
8.0
100.0

1.0
100.0

1.9
100.0

2.1
100.0

2.1
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5

LBN Brand Shares of Dishwashing: % Value 2011-2014

% retail value rsp

Brand

Company

2011

2012

2013

2014

Vim
Exo
Pril
Xpert
Sabena
Pitambari
Nip
Nima

Hindustan Unilever Ltd

Jyothy Laboratories Ltd
Jyothy Laboratories Ltd
Rohit Surfactants Pvt Ltd
Ecof Industries Pvt Ltd
Pitambari Products Pvt Ltd
Fena Ltd
Nirma Ltd

59.5
8.6
6.8
5.2
6.1
3.2
3.1
3.0

60.1
8.4
7.2
6.0
4.4
3.0
3.1
2.7

61.0
8.0
7.2
6.0
4.0
3.0
2.9
2.4

60.7
8.4
7.5
6.1
3.7
3.0
2.8
2.2

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Dish Drops

Amway India Enterprises

Pvt Ltd
Reckitt Benckiser
(India) Ltd
Dabur India Ltd
Reckitt Benckiser
(India) Ltd
Jyothy Laboratories Ltd
Colgate-Palmolive India
Ltd
Henkel India Ltd
Henkel India Ltd
Hindustan Lever Ltd

Dettol
Odopic
Finish
Limeshot
Axion
Limeshot
Pril
Vim
Others
Total
Source:

Passport

2.5

2.2

2.1

2.0

0.6

0.7

0.8
-

0.7
0.1

0.6
0.1

0.6
0.1

0.1
0.2

0.1
0.1

0.1
0.1

0.1
0.1

1.0
100.0

1.9
100.0

2.1
100.0

2.1
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6

Forecast Sales of Dishwashing by Category: Value 2014-2019

INR million

Automatic Dishwashing
- Automatic Dishwashing
Liquids
- Automatic Dishwashing
Powders
- Automatic Dishwashing
Tablets
- Dishwashing Additives
Hand Dishwashing
Dishwashing
Source:

Table 7

2014

2015

2016

2017

2018

2019

73.3
56.7

71.7
55.6

70.4
54.7

69.2
54.0

68.0
53.1

66.5
52.1

16.6
23,075.5
23,148.8

16.1
23,909.4
23,981.1

15.7
24,698.7
24,769.1

15.3
25,475.7
25,544.9

14.8
26,133.2
26,201.2

14.4
26,672.0
26,738.5

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Forecast Sales of Dishwashing by Category: % Value Growth 2014-2019

% constant value growth

Automatic Dishwashing
- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
Hand Dishwashing
Dishwashing
Source:

2014/2015

2014-19 CAGR

2014/19 TOTAL

-2.1
-1.9
-2.9
2.1
2.1

-1.9
-1.7
-2.8
2.9
2.9

-9.2
-8.1
-13.2
15.6
15.5

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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