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A house that stays clean results in taking care of your hygiene and wellbeing.
Mar, 16
2020

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A house that stays clean results in taking care of your hygiene and wellbeing.

 

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In order to ensure wellbeing and live a hygienic life, taking care of the house by keeping it clean does the majority of the work._x000D_
Indian consumers are now becoming more hygiene conscious and seeking better and more innovative products for their homes. Consumers are getting aware about the importance of cleanliness with the constant initiatives by the government to keep our homes clean. The Indian government's initiatives for cleanliness appear to be timely for household cleaning players, battling low awareness and the lack of use of branded products. Demand for cleaning product continues to grow due to consumer alertness concerning the importance of hygiene and the spread of infectious diseases. The reasons for growth also include economically and upwardly mobile consumers, who, due to their busy schedules, have less time to devote to domestic chores. The household cleaning industry is rapidly becoming a vibrant segment in India. From an end consumer perspective, a lot of focus is given to hygiene and better presentation in to keep the house clean and stay healthy. More and more effective and price flexible products are being introduced by the industry to meet the cleaning requirements of consumers. _x000D_
Market developments_x000D_
The household cleaning industry in India is highly unorganized and the size of unorganized sector is way larger than that of organized one. The organized household cleaning market in India is mainly split into three broad categories viz. utensil cleaners, toilet cleaners and surface cleaners. According to the report "India Household Cleaning Market By Value, By Segment( Utensil, Surface, Toilet ), By Type( Bar, Liquid, Powder, Paste, Floor cleaner, Specialized cleaner, Multi-Purpose Cleaner, In-Cistern, Rim ), By Company ( Reckitt Benckiser ( India ) Ltd, Hindustan Unilever Limited, Dabur India Limited Etc ), By Brand( Lizol, Dettol, Colin and Easy Off, Harpic, Finish, Vim, Cif, Domex etc. ) , By Sales Channel ( General Retail, Modern Retail, Online ), By Demographics ( Urban, Rural ), Outlook ( Trends & Forecast ), 2025" published by Actual Market Research there has been rapid emergence and ensuring a better position in the market by generating the revenue of above INR 1600 crore with CAGR of around 28% in the last couple of years. These growth have been majorly derived by the gradual increase in the construction of toilets in rural sector under the initiative Swatch Bharat Mission - Grahmin. Whereas utensil cleaner with its wide range of variants like bar, liquid, powder and paste enjoying a prominent position in the market. Organized dishwashing players and brands face intense competition in this category, not only from other brands but also from the traditional methods. A trend of keeping healthy and hygienic house has been observed throughout the country that has opened wide opportunities for the companies to step into the market with their range of products. Reckitt Benckiser, Hindustan Unilever limited, Jyothy Laboratories etc are among the prominent players that are functioning in the market and have their prominence in each segment with their respective brands. Brands like Vim, Harpic Exo Lizol, Xpert, Pril etc have attracted the consumers over the years as these products are considered as their first choice especially the preference of women how knows our home better. _x000D_
Trends that are driving the market_x000D_
Indian consumers?€™ household product preferences have undergone a massive transformation due to the increasing importance that people place on hygiene for ensuring their overall wellbeing. Although value-consciousness is the prime driver behind product choice, there are variety of other factors shaping consumption patterns and preferences, most important being the health and hygiene factor. In earlier days, traditional variants were used to clean the utensils, surfaces and toilets. Hence, the players in household cleaning industry paid more attention on generating consumer awareness relating to use and benefit of modern hygiene related products. As a result, Indian consumer slowly started migrating to these products. Urban consumers are looking to actively improve their lifestyles and endow their families with health and wellness. Indian consumers are becoming more educated, aware and have become choosy in selecting their product. The consumers in rural and semi-urban India also want their house in order and are beginning to contribute in categories that were earlier not a big part of their consumption basket. Household cleaners like dishwashing are seeing a spurt in growth in rural Indian towns relative to all-India levels._x000D_
Consumers in developed and developing economies have become more aware of how their everyday activities are affecting the world. They are aware about the fact that extraction, manufacture and disposal of household cleaning products has a major effect on environment and that they contain various harmful chemicals. Cleaning ingredients vary in the type of health hazard they pose. Some cause acute, or immediate, hazards such as skin or respiratory irritation, watery eyes, or chemical burns, while others are associated with chronic, or long-term, effects such as cancer. Fragrances added to household cleaners may cause acute effects such as respiratory irritation, headache, sneezing, and watery eyes in sensitive individuals or allergy and asthma sufferers. Due to such environmental and personal disadvantages, consumers have now started demanding herbal products in almost every industry and household cleaning is not an exception._x000D_