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<br>The increasing awareness of hygienic standards in rural areas is reflecting on the increased demand for soaps in India. With this, manufacturers come up with new trends to target consumers from low-income groups.<br>
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Summary • The soap manufacturing industry is one of the oldest industries operating in the FMCG sector in India, and accounts for more than 50% of the consumer goods sector. The soap and detergent industry covers laundry and toilet soaps, and synthetic detergents in the form of liquid, powder, and bar. Bar soaps can be classified into three sections—premium, popular, and economic. • Around 50% of soaps produced are sold in rural markets. Increasing awareness of hygienic standards in rural areas is providing growth opportunities to several players. Manufacturers are introducing soaps in different sizes and ranges, targeting consumers from low-income groups. Currently, there are around 5 Mn retail outlets in India which sell soaps, out of which 3.75 Mn operate in rural areas.
Key growth drivers of the market • Bathing soaps with cooling agents and herbal ingredients are attracting more customers. People these days prefer herbal soaps because of their therapeutic value. Nearly 315 Mn users in rural areas will be connected to the internet by 2020. I • ncreasedinternet penetration will help rural consumers to explore the market and avail offers online. Growing awareness about sanitation and increasing disposable income in rural India will be key drivers for the growth of the soap market.
Major Players • Colgate Palmolive (India) Ltd. • Godrej Consumer Products Ltd. • Hindustan Unilever Ltd. • ITC Ltd. • JyothyLaboratories Ltd. • Wipro Ltd. • CholayilPvt. Ltd. • Karnataka Soaps and Detergents Ltd. • The Himalaya Drug Company • Reckitt Benckiser (India) Pvt. Ltd.
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