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Detergents

In: Business and Management

Submitted By manavgoel29
Words 6014
Pages 25
INDIAN DETERGENT INDUSTRY: NEED FOR NEW VARIANT TO TAP POTENTIAL GAPS
DR. RITESH K. PATEL
Assistant Professor, PG Research
Center for Governance Systems,
Gujarat Technological University,
Ahmedabad,
Email: visit_ritesh@yahoo.com, Mo.:
+91-9687100199.
ABSTRACT

The market of synthetic detergents was valued at about Rs 112 billion as of 2012-13 with a compounded annual growth rate (CAGR) of 3%. Out of this, the machine wash or automatic sales has been dominated by powder detergents, with a 98% share in the market, which has a size of Rs. 18700
Million. However, a much bigger segment of the market is the non-automatic or the hand-wash category, which has a size of Rs. 85466.8 Million and is also dominated by the powder detergents but by a smaller percentage compared to the machine-wash category, about 68%. The remaining contribution comes from the bar detergents. Within the machine-wash category, the highest growth has been contributed by the powder detergents, a CAGR of 9.5% since 2005, with the other sub-category within the machine-wash category being liquid detergents. Also, the hand-wash detergents have shown an impressive growth rate of 8.8% CAGR since 2005, which has contributed to the growth in the overall detergent market.
Based on the literature review and scope of the research problem, two decision problems and four research problems were identified. The former pertained to factors affecting consumers’ preference for detergents, while the latter focused on the competitors positioning and possible gaps where the new variant of Tide could be placed. Information was acquired from exploratory research in the form of personal interviews and surveys and supplemented by secondary data.
Based on interviews comprised of traditional questions conducted across interviewees among housewives, buying decision factors were identified. A list of

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