Fabric Care – Indian Consumer – 2019
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Laundry is a serious business
India is the second largest country in the world with a population of over a billion. The climate of India with the heat, dust and humidity experienced in most parts mandates frequent laundry. The onus is on women to maintain the family's social standing through spotless laundry.
Majority hand wash, everyday
India is predominantly a hand-wash market (94%) compared to machine-wash (42%). More than three quarters use a hand wash powder and/or a washing bar. The penetration of matic powder, liquid detergent/wash and fabric conditioner falls in the range of 25-50%.
Create distinction and be future-ready
Position liquids to be used for washing machines and powders for hand washing as 20% agree that regular detergents are as effective as matic. Be future-ready with environment-friendly products that are less water-intensive, such as low-foaming. 23% agree that it is worth paying more for detergents that need less water in rinsing.
Be future-ready with environment-friendly innovations that are less water-intensive. Create differentiation in the hand-wash and machine-wash categories.
Rimpie Panjwani, Sr. Analyst - BPC India Consumer Report
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What They Want. Why They Want It.
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What’s Shaping Demand – Today And Tomorrow.
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