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India - Male Toiletries 0102 - 0705 - 2009

Datamonitor. This profile is a licensed product and is not to be photocopied Page 1

INDUSTRY PROFILE

Male Toiletries in

India

Reference Code: 0102-0705

Publication Date: August 2010

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EXECUTIVE SUMMARY



EXECUTIVE SUMMARY

Market value

The Indian male toiletries market grew by 10.5% in 2009 to reach a value of $219.3 million.

Market value forecast

In 2014, the Indian male toiletries market is forecast to have a value of $358.7 million, an increase of

63.6% since 2009.

Market volume

The Indian male toiletries market grew by 8.2% in 2009 to reach a volume of 855.5 million units.

Market volume forecast

In 2014, the Indian male toiletries market is forecast to have a volume of 1,211.7 million units, an increase

of 41.6% since 2009.

Market segmentation I

Male razors and blades is the largest segment of the male toiletries market in India, accounting for 69.7%

of the market's total value.

Market segmentation II

India accounts for 10.4% of the Asia-Pacific male toiletries market value.

Market share

Malhotra Shaving Products limited is the leading player in the Indian male toiletries market, generating a

36.7% share of the market's value.Market rivalry

The Indian male toiletries market is highly concentrated with players like Malhotra Shaving Products,

Procter & Gamble and Reckitt Benckiser accounting for 74.2% of the market value.

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CONTENTS



TABLE OF CONTENTS

EXECUTIVE SUMMARY 2MARKET OVERVIEW 7

Market definition 7Research highlights 8Market analysis 9

MARKET VALUE 10MARKET VOLUME 11MARKET SEGMENTATION I 12MARKET SEGMENTATION II 13MARKET SHARE 14FIVE FORCES ANALYSIS 15

Summary 15Buyer power 16Supplier power 17New entrants 18Substitutes 19Rivalry 20

LEADING COMPANIES 21

Malhotra Shaving Products limited 21The Procter & Gamble Company 22Reckitt Benckiser PLC 27

MARKET DISTRIBUTION 32MARKET FORECASTS 33

Market value forecast 33Market volume forecast 34

MACROECONOMIC INDICATORS 35APPENDIX 37

Methodology 37

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CONTENTS



Industry associations 38Related Datamonitor research 38Disclaimer 39

ABOUT DATAMONITOR 40Premium Reports 40Summary Reports 40Datamonitor consulting 40

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CONTENTS



LIST OF TABLES

Table 1: India male toiletries market value: $ million, 200509 10Table 2: India male toiletries market volume: million units, 200509 11Table 3: India male toiletries market segmentation I:% share, by value, 2009 12Table 4: India male toiletries market segmentation II: % share, by value, 2009 13Table 5: India male toiletries market share: % share, by value, 2009 14Table 6: Malhotra Shaving Products limited: key facts 21Table 7: The Procter & Gamble Company: key facts 22Table 8: The Procter & Gamble Company: key financials ($) 25Table 9: The Procter & Gamble Company: key financial ratios 25Table 10:

Reckitt Benckiser PLC: key facts 27

Table 11: Reckitt Benckiser PLC: key financials ($) 29Table 12: Reckitt Benckiser PLC: key financials () 29Table 13: Reckitt Benckiser PLC: key financial ratios 30Table 14: India male toiletries market distribution: % share, by value, 2009 32Table 15: India male toiletries market value forecast: $ million, 200914 33Table 16: India male toiletries market volume forecast: million units, 200914 34Table 17: India size of population (million), 200509 35Table 18: India gdp (constant 2000 prices, $ billion), 200509 35Table 19: India gdp (current prices, $ billion), 200509 35Table 20: India inflation, 200509 36Table 21: India consumer price index (absolute), 200509 36Table 22: India exchange rate, 200509 36

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CONTENTS



LIST OF FIGURES

Figure 1: India male toiletries market value: $ million, 200509 10Figure 2: India male toiletries market volume: million units, 200509 11Figure 3: India male toiletries market segmentation I:% share, by value, 2009 12Figure 4: India male toiletries market segmentation II: % share, by value, 2009 13Figure 5: India male toiletries market share: % share, by value, 2009 14Figure 6: Forces driving competition in the male toiletries market in India, 2009 15Figure 7: Drivers of buyer power in the male toiletries market in India, 2009 16Figure 8: Drivers of supplier power in the male toiletries market in India, 2009 17Figure 9: Factors influencing the likelihood of new entrants in the male toiletries market in India,

2009 18Figure 10: Factors influencing the threat of substitutes in the male toiletries market in India, 2009 19Figure 11: Drivers of degree of rivalry in the male toiletries market in India, 2009 20Figure 12: The Procter & Gamble Company: revenues & profitability 26Figure 13: The Procter & Gamble Company: assets & liabilities 26Figure 14: Reckitt Benckiser PLC: revenues & profitability 30Figure 15: Reckitt Benckiser PLC: assets & liabilities 31Figure 16: India male toiletries market distribution: % share, by value, 2009 32Figure 17: India male toiletries market value forecast: $ million, 200914 33Figure 18: India male toiletries market volume forecast: million units, 200914 34

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MARKET OVERVIEW



MARKET OVERVIEW

Market definition

The Male Toiletries market consists of retail sales of male razors and blades, male shaving preparationsand male shaving after care products. The market is valued according to retail selling price (RSP) and

includes any applicable taxes. Any currency conversions used in the creation of this report have been

calculated using 2009 annual average exchange rates.

For the purposes of this report, Asia-Pacific comprises Australia, China, India, Japan, Singapore, South

Korea, and Taiwan.

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MARKET OVERVIEW



Research highlights

The Indian male toiletries market generated total revenues of $219.3 million in 2009, representing a

compound annual growth rate (CAGR) of 10.6% for the period spanning 2005-2009.

Male razors and blades sales proved the most lucrative for the Indian male toiletries market in 2009,

generating total revenues of $152.8 million, equivalent to 69.7% of the market's overall value.

The performance of the market is forecast to decelerate slightly, with an anticipated CAGR of 10.3% for

the five-year period 2009-2014, which is expected to lead the market to a value of $358.7 million by the

end of 2014.

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MARKET OVERVIEW



Market analysis

The Indian male toiletries market grew at a double digit rate during the period 2005-2009, as a result of

strong sales growth in the male razors and blades category. The overall market growth is expected to

decelerate slightly in the forthcoming five years.

The Indian male toiletries market generated total revenues of $219.3 million in 2009, representing a

compound annual growth rate (CAGR) of 10.6% for the period spanning 2005-2009. In comparison, the

Chinese and Japanese markets grew with CAGRs of 11.7% and 4% respectively, over the same period,

to reach respective values of $324.7 million and $976.3 million in 2009.

Market consumption volumes increased with a CAGR of 8.7% between 2005 and 2009, to reach a total of

855.5 million units in 2009. The market's volume is expected to rise to 1.2 billion units by the end of 2014,

representing a CAGR of 7.2% for the 2009-2014 period.

Male razors and blades sales proved the most lucrative for the Indian male toiletries market in 2009,

generating total revenues of $152.8 million, equivalent to 69.7% of the market's overall value. Incomparison, sales of male shaving preparations generated revenues of $49.1 million in 2009, equating to

22.4% of the market's aggregate revenues.

The performance of the market is forecast to decelerate slightly, with an anticipated CAGR of 10.3% for

the five-year period 2009-2014, which is expected to lead the market to a value of $358.7 million by the

end of 2014. Comparatively, the Chinese and Japanese markets will grow with CAGRs of 10.9% and

4.1% respectively, over the same period, to reach respective values of $544 million and $1.2 billion in

2014.

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MARKET VALUE



MARKET VALUE

The Indian male toiletries market grew by 10.5% in 2009 to reach a value of $219.3 million.

The compound annual growth rate of the market in the period 200509 was 10.6%.

Table 1: India male toiletries market value: $ million, 200509

Year $ million Rs. million million % Growth

2005 146.8 7,172.6 105.6

2006 162.3 7,928.0 116.7 10.5%

2007 179.4 8,764.8 129.0 10.6%

2008 198.4 9,693.6 142.7 10.6%

2009 219.3 10,713.2 157.7 10.5%

CAGR: 200509 10.6%

Source: Datamonitor D A T A M O N I T O R

Figure 1: India male toiletries market value: $ million, 200509


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MARKET VOLUME



MARKET VOLUME

The Indian male toiletries market grew by 8.2% in 2009 to reach a volume of 855.5 million units.

The compound annual growth rate of the market in the period 200509 was 8.7%.

Table 2: India male toiletries market volume: million units, 200509

Year million units % Growth

2005 612.7

2006 668.4 9.1%

2007 727.9 8.9%

2008 790.9 8.7%

2009 855.5 8.2%

CAGR: 200509 8.7%


Figure 2: India male toiletries market volume: million units, 200509


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MARKET SEGMENTATION I



MARKET SEGMENTATION I

Male razors and blades is the largest segment of the male toiletries market in India, accounting for 69.7%

of the market's total value.

The male shaving preparations segment accounts for a further 22.4% of the market.

Table 3: India male toiletries market segmentation I:% share, by value, 2009

Category % Share

Male razors and blades 69.7%

Male Shaving Preparations 22.4%

Male Shaving Aftercare 7.9%

Total 100%


Figure 3: India male toiletries market segmentation I:% share, by value, 2009


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MARKET SEGMENTATION II



MARKET SEGMENTATION II

India accounts for 10.4% of the Asia-Pacific male toiletries market value.

Japan accounts for a further 37.2% of the Asia-Pacific market.

Table 4: India male toiletries market segmentation II: % share, by value, 2009

Category % Share

Japan 37.2%

South Korea 17.9%

China 13.5%

India 10.4%

Rest of Asia-Pacific 21.1%

Total 100%


Figure 4: India male toiletries market segmentation II: % share, by value, 2009


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MARKET SHARE



MARKET SHARE

Malhotra Shaving Products limited is the leading player in the Indian male toiletries market, generating a

36.7% share of the market's value.

Procter & Gamble Company, The accounts for a further 32.8% of the market.

Table 5: India male toiletries market share: % share, by value, 2009

Company % Share

Malhotra Shaving Products limited 36.7%

Procter & Gamble Company, The 32.8%

Reckitt Benckiser PLC 4.8%

Others 25.8%

Total 100%


Figure 5: India male toiletries market share: % share, by value, 2009


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FIVE FORCES ANALYSIS




The male toiletries market will be analyzed taking manufacturers of male toiletries products as players.

The key buyers will be taken as distributors of male toiletries products such as retailers and

supermarkets/hypermarkets, and suppliers of packaging materials, plastic manufacturers, manufacturers

of steel strips and chemicals as the key suppliers.

Summary

Figure 6: Forces driving competition in the male toiletries market in India, 2009


The Indian male toiletries market is highly concentrated with players like Malhotra Shaving Products,

Procter & Gamble and Reckitt Benckiser accounting for 74.2% of the market value.

Convenience stores are the main buyers in the Indian market. Suppliers of ingredients and packaging are

smaller relative to manufacturers, which decreases supplier power in this market. However, they provide

for a diverse client base and do not rely on this particular market, boosting their power somewhat.

Attempting to enter this market presents a number of challenges, as new entrants will have to compete

with large players benefiting from scale economies.

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Buyer power

Figure 7: Drivers of buyer power in the male toiletries market in India, 2009


In India, the main distribution channels for the male toiletries market are convenience stores, which

account for 34.4% of the market value. Independent retailers often occupy a position of power in the

supply chain which allows them to negotiate favorable contracts with manufacturers, this enhances buyerpower. Furthermore, margins as well as the presence of strong competitors, can make it difficult to

achieve success in the male toiletries market. Branding is an important way of maintaining end-user

loyalty, and as a result retailers are required to stock the more popular brands, which reduces their

bargaining strength and buyer power. Overall buyer power is assessed as moderate.

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Supplier power

Figure 8: Drivers of supplier power in the male toiletries market in India, 2009


Suppliers in the male toiletries market include those providing and manufacturing raw materials such as

plastics, steel strips, chemicals; packaging; and equipment for the production of male toiletries products.

The quality of many of the raw materials is highly important. Chemicals and equipments used in themanufacturing of such products must be up to certain standards, and for some ingredients there are no

substitutes, which tend to increase supplier power. Suppliers are often small in scale compared to the

large manufacturers and consequently their power is reduced, but this effect is mitigated somewhat by the

fact that chemical producers gain revenues from a wide variety of sources, reducing their dependence on

male toiletries product manufacturers. Overall supplier power is assessed as moderate.

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New entrants

Figure 9: Factors influencing the likelihood of new entrants in the male toiletries market in India,

2009


The Indian male toiletries market is growing at a strong rate and there are opportunities to gain market

share, this makes the male toiletries market attractive to prospective entrants. However, the majorcompanies are large firms whose large scale economies allow them to compete more effectively on price,

and invest in research and development activities; therefore small scale companies entering the market

may find it difficult to compete. With companies like Procter & Gamble being able to drive their brands into

the market with one simple promotion, smaller companies have very little advertising and brand

identification in the market. Substantial funds are needed to start up a successful business, with capital

required for investment in production, distribution, and also advertising (which is crucial to success in this

market.). It is also vitally important for new entrants to find a place on the supermarket and drug store

shelves to distribute their products widely; this means that new entrants must persuade retailers that it is

worth displacing older brands to make way for a new, unknown product. Overall, the likelihood of new

entrants is moderate.

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Substitutes

Figure 10: Factors influencing the threat of substitutes in the male toiletries market in India, 2009


Substitutes for male toiletries include some traditional alternatives. Shaving creams may be produced at

home with soap-glycerin-water formulation. However, any substitutes for commercially-produced shaving

creams need to be prepared at home, which is a relatively time-consuming process, and may not providethe desired end results. Moreover, traditional shaving creams have been largely replaced by aerosol

products with shaving foams and gels that cannot be manufactured domestically. Furthermore, razors and

blades are difficult to substitute.

Although using traditional alternatives to manufacture male toiletries avoids exposure to many chemicals

but, the relative inconvenience and ineffectiveness of some home-made alternatives makes it a potentially

weak threat as substitute. Overall, the threat from substitutes is assessed as weak.

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Rivalry

Figure 11: Drivers of degree of rivalry in the male toiletries market in India, 2009


The Indian male toiletries market is primarily dominated by Malhotra Shaving Products, which holds

36.7% of the market value. Many of the market players sell similar products. This has led to a competitive

environment with many labels competing for the large share of the market. On the other hand, the widerange of product types offered by the market leaders means companies are not reliant on any one

category for their revenues. Fixed costs are high in this market, as most companies own large production

facilities. Most of these companies are geographically diversified which weakens rivalry to some extent.

Overall the competition level is assessed as moderate.

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LEADING COMPANIES



LEADING COMPANIES

Malhotra Shaving Products limited

Table 6: Malhotra Shaving Products limited: key facts

Head office: 6-3-1186 Malhotra House, Begumpet, Hyderabad, IND

Telephone: 91 40 23720091

Fax: 91 40 23720098

Website: www.malhotra.com

Source: company website D A T A M O N I T O R

Malhotra Shaving Products is a manufacturer and marketer of shaving and grooming products such asblades/cartridges, electrical and non-electrical non-disposable razors, disposable razors; male shaving

preparations products such as brushes, shaving gels and lotions, shaving creams, shaving foams; and

male shaving aftercare products such as after shave lotions and gels. The company manufactures more

than four billion razors annually. It also markets anti-perspirants, deodorants, after shave skin

conditioners and bath gel. The company markets its products across the Americas, Europe and the

Middle East.

The companys shaving and grooming products range are marketed under the flagship brand, Laser.

Key Metrics

As it is a private company no financial information is available.

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LEADING COMPANIES



The Procter & Gamble Company

Table 7: The Procter & Gamble Company: key facts

Head office: One Procter & Gamble Plaza, Cincinnati, Ohio 45201, USA

Telephone: 1 513 983 1100

Local office: Cardinal Gracias Road,Chakala, Andheri (E), Mumbai, Maharashtra,IND

Telephone: 91 22 2826 6000

Fax: 91 22 6693 9696

Website: www.pg.com

Financial year-end: June

Ticker: PG

Stock exchange: New York Stock Exchange


Procter & Gamble Company (P&G) is engaged in the manufacture and marketing of consumer products.

The company markets more than 300 brands in over 180 countries spanning Americas, Europe, the

Middle East and Africa (EMEA), and Asian region. It is headquartered in Cincinnati, Ohio.

P&G owns and operates 39 manufacturing facilities in the US located in 21 different states. Furthermore,

the company owns and operates a total of 103 manufacturing facilities in 42 countries. P&G manufactures

beauty products (42 locations), grooming products (13); fabric care and home care products (49); baby

care and family care products (29); pet care, snacks and coffee products (15); and health care products(37). P&G sells its products through mass merchandisers, grocery stores, membership club stores, drug

stores and in high-frequency stores.

P&G is organized into three global business units (GBUs) and a global operations group.

The GBUs of the company comprise beauty, health and well-being, and household care business units.

The GBUs identify common consumer needs, develop new products and build its brands.

The business units comprising the GBUs are aggregated into six reportable segments: beauty; grooming;

health care; snacks and pet care; fabric care and home care; and baby care and family care. The beauty

GBU comprises the beauty and the grooming businesses; the health and well-being GBU consists of the

health care, and the snacks and pet care businesses. The household care GBU comprises the fabric care

and home care as well as the baby care and family care businesses.

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LEADING COMPANIES



The beauty segment includes cosmetics, deodorants, hair care, skin care, prestige fragrances and

personal cleansing. The hair care sub-segment consists of conditioner, hair colorants, salon products,

shampoo and styling agents. The key brands offered by the segment include Head & Shoulders, Olay,

Pantene, Head and Shoulders, Aussie, Fekkai, Nioxin and Wella. The key brands offered in the

deodorant category include Old Spice, Secret and Gillette. Personal cleansing products include brands

such as Camay, Gillette, Ivory, Olay, Old Spice, and Zest in the body wash category.

The grooming segment comprises blades and razors, face and shave preparation products (such as

shaving cream), electric hair removal devices and small household appliances. The key brands marketed

by the grooming segment include Braun, Fusion, Gillette, Venus and Mach3. The electric hair removal

devices and small home appliances are marketed under the Braun brand.

The healthcare segment includes oral care, feminine care, pharmaceuticals and personal health care

businesses. The key brands marketed by the segment comprise Actonel, Always, Crest and Oral-B. In

pharmaceuticals and personal health, P&G serves the global bisphosphonates market for the treatment ofosteoporosis under the Actonel brand. It is one of the leaders in the nonprescription heartburn

medications and in respiratory treatments.

The snacks and pet care segment markets its products under the brands lams and Pringles. In the snacks

business, the company sells potato chips through its Pringles brand.

The fabric care and home care segment offers a wide range of fabric care products including laundry

cleaning products and fabric conditioners; and home care products, including dish care, surface cleaners

and air fresheners; and batteries. The segment markets its products under Ariel, Dawn, Downy, Duracell,

Gain and Tide brands.

The baby care and family care segment offers baby wipes, bath tissues, diapers, facial tissues and paper

towels under the following brands: Bounty, Charmin and Pampers. The companys family care business

primarily operates in North America.

The global operations group consists of the market development organization (MDO) and global business

services (GBS). The MDO comprises retail customer, trade channel and country-specific teams. . It is

organized along five geographic regions: North America, Western Europe, Central & Eastern

Europe/Middle East/Africa (CEEMEA), Latin America and Asia (comprises Japan, Greater China and

ASEAN/Australia/India/Korea (AAIK)).

The GBS also provides technology, processes and standard data tools to support the operations of GBUs

and the MDO. P&G also operates P&G Professional, a business-to-business division that serves food

services, commercial cleaning, lodging and vending industries.

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LEADING COMPANIES



P&G operates nine research centers in Western Europe and 27 research centers worldwide. Each center

focuses on a specific area of the business. The Brussels Innovation Centre (Strombeek-Bever, Belgium)

focuses on fabric care, home care, snacks; Gillette Advanced Technology Centre (Reading, UK) focuses

on Gillette; Rusham Park Technology Centre (Egham, UK) on health care, beauty care; Newcastle

Technology Centre (Newcastle, UK) on fabric care, home care; Schwalbach Technology Centre

(Schwalbach, Germany) on baby care, feminine care, family care; Braun Technology Centre (Kronberg,

Germany) on electric appliances; Wella Technology Centre (Darmstadt, Germany) on hair care; Italian

Innovation Centres (Pomezia and Pescara, Italy) on fabric care, home care, feminine care, adult

incontinence products and Wella Technology Centre (Freiburg, Switzerland) on hair care.

The Asia-Pacific operations of P&G are divided into three sub-regions: Asean, Australia and India (AAI),

Greater China (China and Taiwan) and North Asia (Japan and Korea).

However, P&G is centralizing its Asia-Pacific operations into a single entity to increase its focus on

emerging economies. The company is expected to merge GBUs for the three regional hubs into one toimprove efficiency.

Key Metrics

Procter & Gamble generated revenues of $78.9 billion in the financial year (FY) ended June 2010, an

increase of 2.9% over 2009. The company's net income totaled $12.7 billion in FY2010, a decrease of

5.2% over 2009.

The beauty GBU recorded revenues of $27.1 billion in FY2010, an increase of 3% over 2009. The

grooming sub-segment accounted for 28.1% of the total revenues of beauty GBU in FY2010. Revenues

from grooming sub-segment reached $7.6 billion in FY2010, an increase of 3% over 2009. The increase

in revenues is attributable to 1% increase in unit volumes of grooming care products, as a result of

volume growth of disposable razors in developing regions.

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LEADING COMPANIES



Table 8: The Procter & Gamble Company: key financials ($)

$ million 2006 2007 2008 2009 2010

Revenues 68,222.0 72,441.0 79,257.0 76,694.0 78,938.0Net income (loss) 8,684.0 10,340.0 12,075.0 13,436.0 12,736.0

Total assets 135,695.0 138,014.0 143,992.0 134,833.0 128,172.0

Total liabilities 72,787.0 71,254.0 74,208.0 71,451.0 66,733.0

Employees 138,000 138,000 138,000 135,000 127,000

Source: company filings D A T A M O N I T O R

Table 9: The Procter & Gamble Company: key financial ratios

Ratio 2006 2007 2008 2009 2010Profit margin 12.7% 14.3% 15.2% 17.5% 16.1%

Revenue growth 20.2% 6.2% 9.4% (3.2%) 2.9%

Asset growth 120.5% 1.7% 4.3% (6.4%) (4.9%)

Liabilities growth 69.1% (2.1%) 4.1% (3.7%) (6.6%)

Debt/asset ratio 53.6% 51.6% 51.5% 53.0% 52.1%

Return on assets 8.8% 7.6% 8.6% 9.6% 9.7%

Revenue per employee $494,362 $524,935 $574,326 $568,104 $621,559

Profit per employee $62,928 $74,928 $87,500 $99,526 $100,283


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LEADING COMPANIES



Figure 12: The Procter & Gamble Company: revenues & profitability


Figure 13: The Procter & Gamble Company: assets & liabilities


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LEADING COMPANIES



Reckitt Benckiser PLC

Table 10: Reckitt Benckiser PLC: key facts

Head office: 103-105 Bath Road, Slough, Berkshire, SL1 3UH, GBR

Telephone: 44 1753 217800

Fax: 44 1753 217899

Local office: Enkay Centre 2nd Floor, Vanijya Nikunj Udyog Vihar, Phase V,Gurgaon 122 016, Haryana, IND

Telephone: 91 124 402 8100

Fax: 91 124 239 8231

Website: www.reckittbenckiser.com

Financial year-end: December

Ticker: RB

Stock exchange: London Stock Exchange


Reckitt Benckiser is engaged in the manufacture and distribution of household cleaning and personal care

products. The companys products are sold in 180 countries across Europe, North America, Australia,

New Zealand and developing markets. It has a strong portfolio that includes global power brands, such

as: Finish, Lysol, Dettol, Vanish, Woolite, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen,

Clearasil, Strepsils Gaviscon, Mucinex and Frenchs.

The company operates through eight business segments: fabric care, surface care, health care, personal

care, home care, dishwashing, pharmaceutical and food.

The fabric care segment comprises five product groups: fabric treatment, garment care, water softener,

fabric softener and laundry detergents. These products are utilized for cleaning and treating fabrics. Its

key brands include Vanish (fabric treatment), Woolite (garment care), Calgon (water softener) and Spray

'n Wash.

The surface care segment includes five product categories: disinfectant cleaners, multi-purpose cleaners,

lavatory cleaners, specialty cleaners, and polishes and waxes. The key brands in this segment include

Lysol (disinfectant) and Harpic (toilet), Cillit/Easy-Off Bang (multi-purpose cleaner) and Dettol

(disinfectant).

The company's health care segment manufactures and distributes products that relieve common health

problems and offer protection against infection. It offers over-the-counter health products including

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LEADING COMPANIES



analgesics used in the treatment of common cold, flu, sore throat and cough, heartburn and constipation.

The key brands in this segment include Mucinex, Nurofen, Strepsils and Gaviscon.

The company's personal care segment manufactures and distributes products that are generally applied

to the skin. The segment offers antiseptics liquids which kill germs and prevent infection; depilatories,

used for the removal of unwanted body hair; and denture care products consisting of both denture

fixatives and cleaners. Its skin care range consists of products like Clearasil (fight spots and break-outs

for visibly clearer skin), shaving cream and products like E45 for dry skin. The key brands in this segment

include Dettol (antiseptic), Veet (depilatories) and Clearasil. In India, the company markets shaving cream

under the brand name Dettol.

The home care segment manufactures and distributes products for air care, pest control and shoe care.

Air care products are available in various forms including auto sprays, electrical plug-ins, aerosols, gels

and candles. Pest control products offer solutions to domestic infestation, minimizing the threat of disease

spread through insects and pests. These products are available in the form of coils, mats, baits, traps,vaporizers and sprays. Key brands include Air Wick (home fragrance), Target (pest control) and Mortein

(pest control). The shoe care products offer brands such as Cherry Blossom and Nugget.

The dishwashing segment includes products used in automatic dishwashing machines and for washing

dishes by hand. Its main product is detergent for cleaning dishes in the main wash cycle. These are sold

in many forms: powder, liquid, gels, gelcaps and tabs. Other products include rinse agents, decalcifying

salts, dishwasher cleaners, deodorizers and glass corrosion protectors. The company's key brands in this

division include Calgon, Finish, Electrasol and Jet Dry. In the additives product category, Reckitt

Benckiser offers detergent performance enhancers and dishwasher enhancers.

The pharmaceuticals segment (formerly known as BBG or the Buprenorphine Business Group) is

responsible for the development of the company's Subutex and Suboxone prescription drug business.

Subutex is principally marketed in Europe by Schering Plough Corporation, while Suboxone is sold by

Reckitt Benckiser directly in the US and Australia. Reckitt Benckiser has rights to sell the product in the

US until the end of September 2009. Suboxone received marketing approval from the European

Commission in 2006, for the treatment of opioid dependence, in the European Union, Norway and

Iceland, with exclusivity until 2016.

The company's food segment is focused on four major products: mustard, barbecue sauce, hot sauce

and French fried onions. These food brands are distributed and sold in more than 55 countries. The key

brands marketed by the food division include French's (mustard), Frank's (red hot sauce) and Cattlemen's(barbecue sauce).

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LEADING COMPANIES



Key Metrics

Reckitt Benckiser generated revenues of $12.1 billion in the financial year (FY) ended December 2009,

an increase of 18.1% over FY2008. The company's net income totaled $2.2 billion in FY2009, an increase

of 24.1% over 2008.

The health & personal care segment recorded revenues of $3.2 billion in FY2009, registering an increase

of 23.5% over FY2008.

Other countries (including India) accounted for 64.2% of the total revenues in FY2009. Revenues from

Other countries (including India) reached $7.8 billion in FY2009, an increase of 15.2% over 2008.

Table 11: Reckitt Benckiser PLC: key financials ($)

$ million 2005 2006 2007 2008 2009

Revenues 6,513.5 7,671.6 8,212.4 10,229.3 12,084.0

Net income (loss) 1,042.7 1,050.5 1,462.0 1,781.5 2,210.1

Total assets 6,566.5 8,941.8 9,146.0 14,311.3 13,499.3


Employees 20,300 21,900 23,400 24,300 249,000


Table 12: Reckitt Benckiser PLC: key financials ()

million 2005 2006 2007 2008 2009

Revenues 4,179.0 4,922.0 5,269.0 6,563.0 7,753.0

Net income (loss) 669.0 674.0 938.0 1,143.0 1,418.0

Total assets 4,213.0 5,737.0 5,868.0 9,182.0 8,661.0



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LEADING COMPANIES



Table 13: Reckitt Benckiser PLC: key financial ratios

Ratio 2005 2006 2007 2008 2009

Profit margin 16.0% 13.7% 17.8% 17.4% 18.3%Revenue growth 8.0% 17.8% 7.0% 24.6% 18.1%

Asset growth 9.4% 36.2% 2.3% 56.5% (5.7%)

Liabilities growth 3.8% 64.3% (10.0%) 69.0% (21.1%)

Debt/asset ratio 56.0% 67.5% 59.4% 64.1% 53.7%

Return on assets 16.6% 13.5% 16.2% 15.2% 15.9%

Revenue per employee $320,862 $350,300 $350,958 $420,958 $48,530

Profit per employee $51,366 $47,969 $62,478 $73,313 $8,876


Figure 14: Reckitt Benckiser PLC: revenues & profitability


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LEADING COMPANIES



Figure 15: Reckitt Benckiser PLC: assets & liabilities


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DISTRIBUTION



MARKET DISTRIBUTION

Convenience stores form the leading distribution channel in the Indian male toiletries market, accounting

for a 34.4% share of the total market's value.

Independent Retailers accounts for a further 27.5% of the market.

Table 14: India male toiletries market distribution: % share, by value, 2009

Channel % Share

Convenience stores 34.4%

Independent Retailers 27.5%

Pharmacies / drugstores 18.6%

Others 19.4%

Total 100%


Figure 16: India male toiletries market distribution: % share, by value, 2009


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MARKET FORECASTS



MARKET FORECASTS

Market value forecast

In 2014, the Indian male toiletries market is forecast to have a value of $358.7 million, an increase of63.6% since 2009.

The compound annual growth rate of the market in the period 200914 is predicted to be 10.3%.

Table 15: India male toiletries market value forecast: $ million, 200914

Year $ million Rs. million million % Growth

2009 219.3 10,713.2 157.7 10.5%

2010 242.2 11,833.9 174.2 10.5%

2011 267.5 13,066.5 192.4 10.4%

2012 295.3 14,423.8 212.3 10.4%

2013 325.4 15,897.2 234.0 10.2%

2014 358.7 17,524.5 258.0 10.2%

CAGR: 200914 10.3%


Figure 17: India male toiletries market value forecast: $ million, 200914


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MARKET FORECASTS



Market volume forecast

In 2014, the Indian male toiletries market is forecast to have a volume of 1,211.7 million units, an increase

of 41.6% since 2009.

The compound annual growth rate of the market in the period 200914 is predicted to be 7.2%.

Table 16: India male toiletries market volume forecast: million units, 200914

Year million units % Growth

2009 855.5 8.2%

2010 925.3 8.2%

2011 997.2 7.8%

2012 1,068.9 7.2%

2013 1,140.7 6.7%

2014 1,211.76.2%

CAGR: 200914 7.2%


Figure 18: India male toiletries market volume forecast: million units, 200914


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MACROECONOMIC INDICATORS




Table 17: India size of population (million), 200509

Year Population (million) % Growth

2005 1,091.0 1.6%

2006 1,107.6 1.5%

2007 1,124.1 1.5%

2008 1,140.6 1.5%

2009 1,156.9 1.4%


Table 18: India gdp (constant 2000 prices, $ billion), 200509

Year Constant 2000 Prices, $ billion % Growth

2005 648.8 9.1%

2006 711.8 9.7%

2007 776.8 9.1%

2008 832.5 7.2%

2009 892.5 7.2%


Table 19: India gdp (current prices, $ billion), 200509

Year Current Prices, $ billion % Growth

2005 764.4 15.7%

2006 872.7 14.2%

2007 1,127.4 29.2%

2008 1,244.6 10.4%

2009 1,403.0 12.7%


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Table 20: India inflation, 200509

Year Inflation Rate (%)

2005 3.3%2006 6.9%

2007 8.1%

2008 8.4%

2009 10.9%


Table 21: India consumer price index (absolute), 200509

Year Consumer Price Index (2000 =100)

% Growth

2005 115.6 3.3%

2006 123.6 6.9%

2007 133.6 8.1%

2008 144.8 8.4%

2009 160.6 10.9%


Table 22: India exchange rate, 200509

Year Exchange rate ($/Rs.) Exchange rate (/Rs.)

2005 44.1154 54.8337

2006 45.3188 56.8596

2007 41.3570 56.5898

2008 43.8145 64.1115

2009 48.8500 67.9264


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APPENDIX



APPENDIX

Methodology

Datamonitor Industry Profiles draw on extensive primary and secondary research, all aggregated,analyzed, cross-checked and presented in a consistent and accessible style.

Review of in-house databases Created using 250,000+ industry interviews and consumer surveys

and supported by analysis from industry experts using highly complex modeling & forecasting tools,

Datamonitors in-house databases provide the foundation for all related industry profiles

Preparatory research We also maintain extensive in-house databases of news, analyst

commentary, company profiles and macroeconomic & demographic information, which enable our

researchers to build an accurate market overview

Definitions Market definitions are standardized to allow comparison from country to country. The

parameters of each definition are carefully reviewed at the start of the research process to ensure they

match the requirements of both the market and our clients

Extensive secondary research activities ensure we are always fully up-to-date with the latest

industry events and trends

Datamonitor aggregates and analyzes a number of secondary information sources, including:

- National/Governmental statistics

- International data (official international sources)

- National and International trade associations

- Broker and analyst reports

- Company Annual Reports

- Business information libraries and databases

Modeling & forecasting tools Datamonitor has developed powerful tools that allow quantitative

and qualitative data to be combined with related macroeconomic and demographic drivers to create

market models and forecasts, which can then be refined according to specific competitive, regulatory

and demand-related factors

Continuous quality control ensures that our processes and profiles remain focused, accurate and

up-to-date

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APPENDIX



Industry associations

Indian Soap & Toiletries Makers Association

614, Raheja Centre, Free Press Journal Marg, Nariman Point, Mumbai 400 021, India

Tel.: 91 22 2282 4115Fax: 91 22 2285 3649

http://istma.internetindia.com

Related Datamonitor research

Industry profiles

Male Toiletries in the United States

Male Toiletries in Canada

Male Toiletries in France

Male Toiletries in Europe

Male Toiletries in the United Kingdom

Male Toiletries in Germany

Male Toiletries in China

Male Toiletries in Japan

Male Toiletries in Asia Pacific

Global Male Toiletries

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APPENDIX



Disclaimer

All Rights Reserved.

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form

by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior

permission of the publisher, Datamonitor plc.

The facts of this report are believed to be correct at the time of publication but cannot be guaranteed.

Please note that the findings, conclusions and recommendations that Datamonitor delivers will be

based on information gathered in good faith from both primary and secondary sources, whose

accuracy we are not always in a position to guarantee. As such Datamonitor can accept no liability

whatever for actions taken based on any information that may subsequently prove to be incorrect.

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