Marketing Strategies
Vim bar
Indian Dish Wash Category
Market Snapshot
• Rs 400 to 450 crores branded dishwash category
• As per latest reports, dish care category is estimated to be around Rs. 1200, while the branded dishwash market is roughly 40%
• The percapita consumption of this category (value terms) in India is hardly Rs 4 while in UK it is Rs 150. There is long way to go for this category
• Dishwash bar category is huge: it's more than Rs 300-crore market churning out more than 1.2 lakh tonnes a year and growing at a CAGR of 20 per cent in the last five years. The dishwash powders market, however, is shrinking — it has fallen by 50 per cent from 3 lakh tonnes five years ago (2003 data)
• As per CII - The total size of the dish wash market, estimated at Rs 4.4 bn has recorded a negative growth of 3 per cent in 2003-04. Over 60 per cent of the market is dominated by bars, while dish wash powders accounts for 32 per cent. The penetration levels are, however, still very low.
Product Categories
1. Powder – outdated category. The players in this category are Vim, Sabena, Odopic
2. Bar – largest category (60 to 70%). Vim has created the dishwash bar category in 1993. Till that time urban households used dishwash powders. The bar offered many advantages to the homemaker over the powder which was messy and uneconomical. Since then Vim Bar ruled the dishwash market. The other brands present in this category are Nirma Clean Dish Wash, Nima Bartan Bar, Odopic, Exo, Private Labels (Spencer’s DishWash Bar etc)
3. Liquid (Dish Wash Concentrate) – evolving category, with Pril being the leader. Other players are Vim, Godrej Dish Wash, Godrej Glossy, Teepol, Private Labels (Spencer’s etc), some imported brands Good Maid
4. Dish Washing Paste (packed in a cup) – Axion and some imported brands like Budget (from the portfolio of Good Maid corp. SDN. BHD, Malasia)
Market/ Consumer Trends
• The trend has shifted from Powder to Bars and now its moving to Liquid dishwash
•
Indian Dish Wash Category
Market Snapshot
• Rs 400 to 450 crores branded dishwash category
• As per latest reports, dish care category is estimated to be around Rs. 1200, while the branded dishwash market is roughly 40%
• The percapita consumption of this category (value terms) in India is hardly Rs 4 while in UK it is Rs 150. There is long way to go for this category
• Dishwash bar category is huge: it's more than Rs 300-crore market churning out more than 1.2 lakh tonnes a year and growing at a CAGR of 20 per cent in the last five years. The dishwash powders market, however, is shrinking — it has fallen by 50 per cent from 3 lakh tonnes five years ago (2003 data)
• As per CII - The total size of the dish wash market, estimated at Rs 4.4 bn has recorded a negative growth of 3 per cent in 2003-04. Over 60 per cent of the market is dominated by bars, while dish wash powders accounts for 32 per cent. The penetration levels are, however, still very low.
Product Categories
1. Powder – outdated category. The players in this category are Vim, Sabena, Odopic
2. Bar – largest category (60 to 70%). Vim has created the dishwash bar category in 1993. Till that time urban households used dishwash powders. The bar offered many advantages to the homemaker over the powder which was messy and uneconomical. Since then Vim Bar ruled the dishwash market. The other brands present in this category are Nirma Clean Dish Wash, Nima Bartan Bar, Odopic, Exo, Private Labels (Spencer’s DishWash Bar etc)
3. Liquid (Dish Wash Concentrate) – evolving category, with Pril being the leader. Other players are Vim, Godrej Dish Wash, Godrej Glossy, Teepol, Private Labels (Spencer’s etc), some imported brands Good Maid
4. Dish Washing Paste (packed in a cup) – Axion and some imported brands like Budget (from the portfolio of Good Maid corp. SDN. BHD, Malasia)
Market/ Consumer Trends
• The trend has shifted from Powder to Bars and now its moving to Liquid dishwash
•