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Hand wash detergents hold ~82% share in Indian detergent market

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The last decade has seen impressive growth for washing machines in India. This is expected to boost the demand for washing machine detergent in India. However, ~33% of the population use washing machines needing machine-wash detergents.

On the other hand, hand wash detergents comprise ~82% of the market share while the washing machine detergent gets the remaining share in the industry. Among the two types of detergents, hand washing detergents demand is high with a big number of population in India now owning washing machines.

The India laundry detergent market is likely to grow at a compound annual growth of ~5% by the end of 2023 as a result of increased demand for various detergent products by consumers.

Laundry Detergent Market Segmentation,
Following are some of the key market players in the detergent market in India:
• Hindustan Unilever Ltd
• Rohit Surfactants Pvt. Ltd.
• Proctor and Gamble Home Products Ltd.

The aforementioned companies have been dominating the Indian detergent industry. With a competitive entry of Voom, it will be interesting to see the market picture in the next few years. The old market players have been owning the bigger market share with high consumer satisfaction at both rural and metro regions.

Ghati, one of the largest detergent powder in India ranked 1st before 2017 which was followed by Surf and Wheel. The Ghari brand continues to enjoy the largest market share due to its lower price. Brands such as Surf and Wheel are known to be the products of middle-market and premium consumers.

Though the hand-wash detergent market is enjoying a bigger share in the market, the expanding usage of washing machines may directly impact the demand for machine-wash detergents.

Since the purchasing power of Indians has increased, it is likely to encourage market players to explore the machine-wash markets and gain traction among new consumers in the rural regions.

There remains a stiff competition in the detergent market in India. Market entrants are only adding stiffness to the competitive landscape. This may become a hurdle for brands to establish the product in the minds of the consumer and settle in the Indian detergent industry.

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