The Fabric Care Market would be Doubled in terms of Revenue by the Forecast Year 2021
Increasing disposable income, growing awareness, westernization, and intense rivalry among manufacturers leading to price wars are the growth drivers of the Fabric Care Market in the coming years.
The Laundry Care Market is categorized into detergents and fabric care. Detergents have occupied a prominent place in the laundry care market of India. Detergents are classified into powder detergent, bar detergent, and a liquid detergent. Bar detergents were widely used by Indian consumers before the arrival of the powder detergents. Now, the powder detergents and liquid detergents are more popular among the consumers due to westernization. Fabric Care is broadly categorized into Fabric whiteners and Fabric Softeners. Fabric whiteners, also known as Fabric Blues, are used to whiten the clothes. They give clothes a white color with a little blue tint so it appears brighter. Fabric Conditioners are used to soften the fabric. Indian consumers target more on the whiteness of the cloth rather than its softness, which led to the increasing use of fabric whiteners when compared with fabric softeners.
India’s fabric care market is to register a CAGR of over 14% over the coming five years. Jyothy Laboratories dominate the Fabric Care market in India with its brand Ujala followed by Godrej, HUL, and Reckitt Benckiser. The fabric whiteners are more penetrated into the rural areas; due to its demand for clean, white clothes; as the urban areas have opted for more premium detergents that do not require additional whiteners. The fabric whiteners have to be used after the laundry wash, whereas with the increasing use of washing machines, the urban areas do not prefer to use fabric whiteners. Fabric softeners are not popular among the rural areas as they are not considered a necessity. Fabric softeners or conditioners soften the fabric and give it a pleasant fragrance. The upper-middle-class and the upper class are the buyers of such fabric softeners as they have high-income standards, which meet the price range of these products.
Reckitt Benkiser’s Robin enjoyed a smooth run in the market as a synonymous with ‘blue’ until the arrival of Ujala. A limited number of ‘brand conscious’ urban consumers in the earlier days used Robin as it was the only available leading brand in the category. While Ujala with its catchy tagline and sustained & focused efforts of promoting the rural areas, led to the growth of the Jyothy Laboratories in the fabric care market. With the increasing disposable income and trend of westernization now, the urban, as well as rural areas, are adapting towards fabric care.
The players have noticed a change in the trend of the consumers of adapting to the fabric care products, increasing their interest in the segment. Godrej with its product ezee has made a prominent place in the fabric care market as it focuses specifically on the winter wear care. Other players are also to widen their product segment in the fabric care market in the coming years. This will increase competition among players. The competition will add up to the benefit of the customers as they will have a wider range of products to choose from leading the players to lower the pricing of such products. The interest of the players in the segment will further boost the growth of the Fabric Care Market