india dishwashing detergent market to surpass usd564.11 million by fy2027

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INDIA DISHWASHING DETERGENT MARKET

FORECAST AND OPPORTUNITIES

FY2017 – FY2027

Published On: July 2021

© TechSci Research 2

S. No. Contents

1. Product Overview

2. Research Methodology

3. Impact of COVID-19 on India Dishwashing Detergent Market

4. Executive Summary

5. Voice of Customer

5.1. Factors Affecting Purchase Decision

5.2. Brand Awareness

5.3. Challenges Faced Post Purchasing

6. India Dishwashing Detergent Market Outlook

6.1. Market Size & Forecast

6.1.1. By Value

6.2. Market Share & Forecast

6.2.1.By Type (Dishwashing Bars, Dishwashing Liquid, Dishwashing Powder, Others (Salts,Tablets, etc.))

6.2.2. By End-Use (Residential and Commercial & Institutional)

6.2.3.By Distribution Channel (Independent Stores/ Grocery Stores, Departmental Stores,Supermarket/Hypermarket, Online & Others (Direct Sell, Institutional Sales, etc.))

6.2.4. By Region

6.2.5. By Company (FY2021)

6.3. Market Map (By Type and By Region)

7. India Dishwashing Bar Market Outlook


7.1.1. By Value

Table of Contents


S. No. Contents


7.2.1. By End-Use

7.2.2. By Distribution Channel

7.2.3. By Region

8. India Dishwashing Liquid Market Outlook


8.1.1. By Value


8.2.1. By End-Use


8.2.3. By Region

9. India Dishwashing Powder Market Outlook


9.1.1. By Value


9.2.1. By End-Use


9.2.3. By Region

10. Market Dynamics

10.1. Drivers

10.2. Challenges

Table of Contents


S. No. Contents

11. Market Trends and Developments

12. Policy & Regulatory Landscape

13. India Economic Profile

14. Competitive Landscape

14.1. Hindustan Unilever Limited

14.2. Jyothy Laboratories Ltd.

14.3. RSPL Group Pvt. Ltd.

14.4. Fena (P) Limited (INDIA)

14.5. Patanjali Ayurved Limited

14.6. Reckitt Benckiser (India) Ltd

14.7. Wipro Consumer Care & Lighting

14.8. NIRMA LIMITED

14.9. Shantinath Detergents Pvt. Ltd

14.10. Selzer Innovex Pvt. Ltd.

14.11. Shamani Industries

14.12. Excel Rasayan Private Limited

14.13. Vindarvind Hygine Products Pvt. Ltd.

15. Strategic Recommendations

16. About Us and Disclaimer

Table of Contents

Product Overview


Scope of ReportProduct of Interest (POI): Dishwashing Detergent

Review Period

FY2017 – FY2020

Base Year

FY2021

Estimated Year

FY2022E

Forecast Period

FY2023F – FY2027F

Year Range

Dishwashing detergent products are typically available in liquid, gel, or powder form. Dishwashing

detergent products are creations of a blending of surfactants, often accompanied by increasing

amounts of foam or lather used to wash dishware such as cutlery, glasses, cooking utensils, cookware,

plates, and/or bowls.

Market Segmentation

BY DISTRIBUTION CHANNEL

India Dishwashing Detergent Market

BY TYPE

• Independent Stores/ Grocery Stores

• Hypermarket /Supermarket

• Departmental Stores

• Online • Others

• Dishwashing Bars• Dishwashing Liquid• Dishwashing Powder• Others

BY REGION

• North• West• South• East

BY END USE

• Residential• Commercial &

Institutional

Research Methodology



✓ Identifying Key Opinion

Leaders

✓ Questionnaire Design

✓ In-depth Interviews

Data Collection

Developing List of Respondents

Formulating Questionnaire

Market Profiling

Data Validation

Data Analysis

In-depth secondary research was conducted to

determine top players in India dishwashing

detergent market, overall market size and segmental

market size.

In order to conduct industry experts’

interviews, TechSci formulated a detailed

discussion guide.

List of industry players and industry

specialists was developed.

TechSci conducted interviews with

industry experts and industry players for data collection and

verification.

Data obtained as a result of primary and secondary research was

validated through rigorous

triangulation.

The data was scrutinized using MS-Excel, statistical

tools and internal proprietary database to obtain qualitative and

quantitative insights about India dishwashing detergent

market.

Data Collection

Data Filter& Analysis

Research &Intelligence

ActionableInsights

BusinessSolution

Primary Research Desk Research Company Analysis

✓ Recent Developments

✓ Market Changing

Aspects/Dynamics

✓ Government Policies

✓ Conclusion

✓ Market Participants

✓ Key Strengths

✓ LinkedIn✓ TechSci Internal

Database

✓ Factiva✓ Hoovers

Paid Sources

✓ Company Websites✓ Company Annual

Reports✓ White Paper Study✓ Financial Reports✓ Investor

Presentations✓ Regulatory Body✓ Associations, etc.

Secondary Research

Primary Research



Baseline Methodology

Our dedicated team of industry experts has monitored and analyzed various aspects of the India dishwashing detergent market.

The team has analyzed the outlook of various segments of this market, while considering the major influencing factors such as

rising demand for dishwashing detergents. The study includes market forecasting, which would enable our clients to take better

decisions while planning their strategy to achieve sustainability in the India dishwashing detergent market.

Methodology Followed for Calculation of Market Size:

• Market Size by Value: Market size, in terms of value, for the year FY2021 was calculated based on information collected

through exhaustive secondary research and primary surveys, with various key opinion leaders/stakeholders, such as

dishwashing detergent companies, channel partners, end-user industry experts, and other industry participants.

• The team interviewed more than 15-20 dishwashing detergent companies, 300 end users, and 10–15 industry experts and other

value chain stakeholders in India dishwashing detergent market to obtain the overall market size for FY2017-FY2021, which was

validated by the Delphi technique. Taking standard deviation into consideration, the market size was averaged out, to arrive at

the market size data for FY2017-FY2021.

• Respondents were asked about the current and future market growth rates, market shares by type, by end use, by distribution

channel, by region and by company. Removing the outlier responses, the geometric mean of growth estimates and provider

wise revenue shares generated across various segments were considered, to arrive at the final revenue shares. Revenue shares

generated across various segments were further triangulated from other stakeholders.

Note: The market size estimations are based on the maximum retail price (MRP) at which the customer buy the

products. Top-Line market number include both organized and unorganized market.



Methodology Followed for Calculation of Market Shares:

• Market shares by type, by end use, by distribution channel, by region and by company were calculated based on the responses

received through primary surveys with industry experts, in which the respondents were asked about the market shares or

revenue generated from various segments of dishwashing detergent market. The final shares were calculated by taking the

geometric mean of the responses gathered from key opinion leaders after eliminating the outliers.

Methodology Followed for Forecasting:

• TechSci Research performed periodical checks on data collected through the surveys with logic checks and analyzed the survey

results in SPSS/Tableau Software.

• Data triangulation techniques were applied to fill the gaps and to present a more meaningful picture of the market. To forecast

India dishwashing detergent market, TechSci Research used various forecast techniques such as:

✓ Moving Average

✓ Time Series Analysis

✓ Regression Analysis

✓ Econometric and Judgmental Analysis



TechSci Research used its own forecast tool, which is based on the growth of various allied industries in respective regions. TechSci

Research also used the impact analysis during short, medium and long- term period to estimate and analyse market demand

scenario. It should be noted that the figures compiled are only for the organized market including market share data.

Partial List of Companies Interviewed Key Secondary Types

▪ Hindustan Unilever Limited

▪ Jyothy Laboratories Ltd.

▪ Fena (P) Limited (INDIA)

▪ RSPL Group Pvt. Ltd.

▪ Patanjali Ayurved Limited

▪ Wipro Consumer Care & Lighting

▪ NIRMA LIMITED

▪ Selzer Innovex Pvt. Ltd.

▪ Reckitt Benckiser India Limited

▪ Shamani Industries

▪ Shantinath Detergents Pvt. Ltd

▪ Vindarvind Hygine Products Pvt. Ltd.

▪ Excel Rasayan Private Limited

▪ World Bank

▪ TechSci Research Proprietary Database &

Knowledge Repository

▪ Company Annual Reports

▪ Industry Magazines

▪ Industry Reports

▪ News Dailies

▪ Credible Paid Databases


Industry Brief

According to TechSci Research report, “India Dishwashing Detergent Market, By Product Type (Dishwashing Bars, Dishwashing Liquid, Dishwashing Powder, Others (Washing

Soda, Tablets)), By Distribution Channel (Independent Stores/ Grocery Stores, Hypermarket /Supermarket, Departmental Stores, Online & Others(Direct Sell, Institutional

Sales)), By Region, Competition, Forecast & Opportunities, FY2026”, India dishwashing detergent market is valued at USD403.34 million in FY2021 and is expected to reach

USD564.11 million by FY2027F with a CAGR of 6.05% during 2022-2027F. Keeping dishes and utensils clean is the foremost part of practicing good kitchen hygiene and food

safety for everyone. Anticipated growth in the market can be attributed to increasing population, rising standard of living, burgeoning middle class, increasing hygiene and

sanitation awareness among consumers.

Moreover, consumers are paying more attention towards hygiene during the COVID-19 pandemic. Therefore, companies have started to advertise about the germ-killing

properties of their products, which helped to increase the demand. Furthermore, India is likely to witness an increase in middle-class population on account of rapid economic

development of the country. It is forecasted that over 500 million people will move into the middle- and high-income India bracket by 2030, Thus, with superior purchasing power

and improving standard of living, consumers will increasingly aspire value-added and lifestyle brands. This will initiate massive increase in consumer spending. Companies have

started focusing on product innovation to capture the India dishwashing detergent market. First, innovation in product was led by dishwashing bars, as a replacement for

powders, which required more effort and water than bars. The dishwashing bars were centered on reducing the effort needed to clean dishes and on saving money in the long

run. Then dishwashing liquids got introduced in the market. Since dishwashing liquids were much highly priced, there was a lot of shyness among Indian homemakers about

shifting from dishwashing bars. However, with the gradual realization of the fact that lower quantities of dishwashing liquids are required to clean the utensils and that they are

gentler on the hands, shifting to liquid cleaners has become rapid.

India dishwashing detergent market is segmented based on product type, distribution channel, and region. Based on product type, the market can be categorized into

dishwashing bars, dishwashing liquid, dishwashing powder & others Among them, dishwashing bars segment dominated the market with a share of more than 72% by value in

FY2021, followed by dishwashing liquid and is expected to maintain its dominance during the forecast period as well, as it is a pocket friendly alternative with better cleaning

efficiency and convenient packaging. It is found that there is shift in Indian dishwashing market from powder to bar liquid. The bar will remain in the market due to its lower price.

In India, ratio of rural population is higher than urban and urban population won’t prefer to spend more amount on dishwashing detergent and dishwashing liquid fall under

premium segment. It is found that demand for dishwashing liquid is more in metro cities like Delhi, Maharashtra, Bangalore Pune. However, dishwashing liquid is more

convenient to use, removes tough stain from utensils, generate large amount of lather and cause less wastage in comparison to bars as they do not have mushiness content.

The distribution channel of the India dishwasher market is categorized into Independent stores/ grocery stores, hypermarket /supermarket, departmental stores, online & others.

Independent stores/grocery stores have accounted for the majority share in India dishwashing detergent market in FY2021 followed by hypermarket/supermarket. Online

channel is the fastest growing channel. The online channel in India is estimated to grow USD 4 billion by 2022, drastically higher than USD 1.2 billion in 2019. The growth would

be largely propelled by affordable internet access and proliferation of smartphones across the country. The ongoing digital transformation is increasing India’s total internet user

base to 829 million by 2021 from 687.6 million in 2019.

In terms of region, the India dishwashing detergent market is categorized into West India, North India, South India and East India. West India is the largest contributor in the

India dishwashing detergent market, on account of the highest population and more disposable income.

Hindustan Unilever Limited, Jyothy Laboratories Limited, Fena Private Limited, Rohit Surfactants Private Limited, Patanjali Ayurved are the major market players operating in the

industry. The players are focusing on strategic partnerships to expand their reach and maintain their competitive position in the market.

“Companies are shifting from traditional retail to modern trade and e-commerce, the channels of the future. They are using e-Commerce channel to drive the new benefit

segments and new formats and focusing on building online shelves on the e-commerce platforms with winning point of sale.” said Mr. Karan Chechi, Research Director with

TechSci Research, a research-based global management consulting firm. communication. Companies like HUL have also created an online platform ‘Cleanipedia’ to help

consumers with housekeeping and cleaning tips.


Sample Data - Snapshot

FY2017 FY2018 FY2019 FY2020 FY2021 FY2022E FY2023F FY2024F FY2025F FY2026F FY2027F

Organized Unorganized

India Overall Dishwashing Detergent Market Size, By Sector, By Value (USD Million), By Organized vs Unorganized Sector,

FY2017-FY2027F

India Dishwashing Detergent Market Share, By Type, By Value, FY2017-FY2027F


Dishwashing Bars 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%

Dishwashing Liquid 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00%

Dishwashing Powder 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00%

Others 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00%

India Dishwashing Liquid Market Share, By Distribution Channel, By Value, FY2017-FY2027F


Independent/Grocery Stores 5.00% 5.00% 5.00% 5.00% 5.00% 5.00% 5.00% 5.00% 5.00% 5.00% 5.00%

Departmental Stores 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%

Supermarket/Hypermarket 15.00% 15.00% 15.00% 15.00% 15.00% 15.00% 15.00% 15.00% 15.00% 15.00% 15.00%

Online 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00%

Others 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00%


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FORECAST AND OPPORTUNITIESFY2017 – FY2027

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evaluation of the opportunities available in the market.

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india dishwashing detergent market to surpass usd564.11 million by fy2027

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