Marketing Planning

INDUSTRY PROFILE
The Soaps and Detergents Industry is characterised by a number of small scale manufacturers at one end of the spectrum and large MNC's at the other end. Like many other countries in the world, two players dominate the Detergents market with the rest being small or marginal players in the overall market. In India, as seen in the pie chart, the detergents market is dominated by Nirma and Hindustan Lever. The market for Soaps and Detergents has increased manifold with changing lifestyles, growing purchasing power, increased awareness about personal hygiene, responsiveness of the consumer to brands offering superior value and the spread of audio-visual media.
Fabric Wash Industry in India is characterised by (like any other non-durable product category in India) low per capita consumption and substantial potential in rural market ( in terms of category penetration and per capita consumption ). Per capita consumption of fabric wash products in India is just 3.2 kg, which is very low compared to developed and some developing countries.
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