Date : June 01, 2016
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Reckitt Benckiser will witness new brands eating into Harpic’s share of the market in coming years: Bonafide Research

Reckitt Benckiser will witness new brands eating into Harpic’s share of the market in coming years: Bonafide Research

New and existing toilet cleaner players are becoming more aggressive hoping to increase the sales of their products as part of cleanliness drive. Domestic players expanding their reach to various states will increase their presence in the market and give a tough competition to national brands.


Reckitt Benckiser (India) Ltd. operates as an Indian subsidiary of Reckitt Benckiser Group plc and is one of the fastest growing consumer goods companies in India. It has many high quality brands which are trusted by the consumers and one such example is 'Harpic'. Launched in England in the 1920s, Harpic toilet bowl cleaner has been successfully developed and is now present in 47 countries. This European brand came to India way back in 1984 and has seen tremendous growth in the toilet cleaner market from 2000. Harpic's phenomenal growth had attracted many players in the last few years in India.
According to recently published report of Bonafide Research “India Toilet Cleaner Market Overview, 2022-2028”, toilet cleaners are growing with more than 18.5% CAGR over the past five years. With Reckitt Benckiser as the clear leader and other international brands present, toilet cleaners continued to be dominated by multinationals, which contributed majority share of total value sales, while domestic players constituted marginal. Dabur India continued to be the notable domestic player with its brand Sani Fresh. Although the brand is growing well in the Indian market, foray of new players has made the industry more fragmented. Now there are more brands to compete then earlier.


Many new players have entered into the toilet cleaner category post the government's cleanliness drive in October 2014. There are number of small domestic players operating in the category with distribution limited to some states. These domestic players are now expanding their reach to other states and their low priced products are already attracting consumers. According to researcher at Bonafide Research, ""Companies like Cera Sanitaryware Limited have also launched their toilet cleaning sprays with different fragrances. This product is first of its kind in India which shows how new players want to differentiate from national brands to gain competitive advantage over them."" As a result, competition is expected to rise in the coming years which will decrease the dominance of a single brand and increase the category growth.


Major companies operating in the toilet cleaner market of India are Reckitt Benckiser (India) Ltd., Hindustan Unilever Limited, Dabur India Limited, SC Johnson Products Pvt. Ltd., Future Consumer Enterprise Ltd. and Pitambari Products Pvt. Ltd.


 


 

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Reckitt Benckiser will witness new brands eating into Harpic’s share of the market in coming years: Bonafide Research

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