Indian White Goods Market Statistics

Market Statistics : Indian White Goods Market

Refrigerator:

Market Size : 3.75 mn (Units); Rs 3781.92 Crore (Value ); Growth : 7.1% (Units) & 10.70% (Value)

• Direct Cool: Market Size : 2.73 mn (Units); Rs 2239.83 Crore (Value ); Growth : 6.19% (Volume) & 7.7% (Value)
• Frost Free: Market Size : 1.02 mn (Units); Rs 1542.09 Crore (Value); Growth: 9.0% (Volume) & 15.2% (Value)

Washing Machine:

Market Size : 1.67 mn (Units); Rs. 1,46,803 Crore (Value ); Growth: 6.7% (Volume) & 10.6% (Value)

• Fully Automatic: Market Size: 0.53 mn (Units); Rs. 727.27 Crore (Value ); Growth: 18.2% (Volume) & 19.7% (Value)
• Semi Automatic: Market Size: 1.14 mn (Units); Rs 739.68 Crore (Value); Growth: 3.3% (Volume) & 3.4% (Value)

Microwave Oven:

Market Size: 0.63 million (Units); Rs 472.24 Crore (Value); Growth: 49.6% (Volume) & 39.0% (Value)

Air Conditioner:

Market Size: 1.05 mn (Units); Rs. 1998.39 Crore (Value); Growth: 51.6% (Volume) & 49.8% (Value)

- Market figures: Jan-Dec 2006

Brand - Titan watch

Brand Update : Titan
Titan has come out with a new campaign for its thinnest watch Edge.The ad features its brand ambassador Aamir. Watch the ad here: Aamir and Titan Launched in 2002, Edge is positioned as World's Thinnest watch. With a thickness of 3.5 mm, Edge is priced between Rs6000 and Rs.12000. The brand is targeting Business Executives and professionals. According to a report from Television.com, EDGE has so far sold over 75000 watches in 2006 with brand sales of over Rs 42 crore. Titan has big plans for this sub-brand. The campaign now on air tries to project the brand as something that will catch the attention. EDGE takes the tagline "More Attention that You can Handle". It is true also, since the watch is definitely going to catch attention (My boss has one) and the thin watch will not miss your eye. And as the commercial shows - you will notice it as long EDGE is visible. Although You may feel that the commercial is a usual one, others feel that the idea is from a consumer insight.

Bingo from ITC

Brand Update : Bingo
According to today's Business Standard, Bingo has eaten into the market share of Lays. Six months into the launch, ITC has really broke into the stronghold of Lays. The report cite the clever marketing strategy and the localisation of flavors as the main factors that aided the success of Bingo.Although it is too early to praise Bingo or ITC on their success, I feel that getting the brand to a market share of 16 % is something commendable. Bingo now aims for 25 % of the Rs 2000 crore branded snack market. The share of Lays have reduced from 65% to 45%.The brand had made a base for itself. There are various factors that aided the success of Bingo.High Decibel Advertising : Although I have reservations about the quality of ads, Bingo was able to capture the Share of Noise through its heavy spend. Helping that was the latest move of Lays to change the famous tagline to " Har Program ka Main Food"Novelty Factor : The snack market is driven by impulse purchases and Bingo had the advantage.

Indian Bulk drug market snapshot

Indian bulk drug market in 2006 was about USD 3.29 billion, witnessing a growth of 19% over 2005 at a CAGR of 18.81% in the last six years. India ranks 4th in terms of volume, among the top 15 drug manufacturing countries worldwide. Indian companies have the distinction of developing cost-effective technologies for manufacturing bulk drugs and intermediates, conforming to global standards. India has over 80 US FDA approved plants, the second highest in the world.

Nearly 70% of the bulk drugs, manufactured are exported to more than 50 countries. Contract manufacturing in India in 2006 was USD 658.6 million, registering a growth of 48% over previous year. Indian companies have filed 408 DMF's during 2006 out of a total 704. By 2010, Indian bulk drugs market is projected to grow to about USD 6.54 billion and contract manufacturing to USD 1.5 billion.

Indian Sanitary Napkin Market

Sanitary Napkin Market in India (2004-05)
* Total market size: Rs. 3950 milllion
# P&G (Whisper range): Rs. 1860 million
> Market share: 47% (by value)
> YOY growth: 14% (by value)
# J&J (Stayfree and Carefree range): Rs 1580 million
> Market share: slightly above 40% (by value)
> YOY growth: 13% (by value)
# Others [Kimberly Clark (Kotex), Shapers (Gufic labs) and others]: Rs. 510 million
> Market share: 13% (by value)
> YOY growth: 15% (by value)
Interesting facts:
* Market penetration (figures by value)
* Top six metro market penetration: 30%
* Overall urban India market penetration: 21 to 25%
* Market penetration among Indian female population: 10 to 11%
* Stayfree secure, Carefree, Whisper, Whisper ultra, Kotex regular contributes to nearly 85% sales by no. of units

Shampoo Market in India

Shampoo market
Market characteristics:
· Sales contribution:
o Packing:
§ Bottles: 30%
§ Sachets: 70%
o Segregation:
§ Urban: In excess of 80%
§ Rural: Close to 20%
· Penetration:
o All India: Near about 50% only
o Urban: Urban: 70 to 80%
o Rural: 15 to 20%
Market size:
· Total shampoo market:
o 2002: Rs. 9,300 million
§ Anti-dandruff shampoo: 20% of the above
o 2003: Rs 10,300 million
o 2004: Rs. 11,000 million
§ Anti-dandruff shampoo market: Rs 2,660 million
o 2005: Rs 14,250 million
o 2006: Rs 15,500 million
§ Anti-dandruff market contribution: 15% of above
o 2007: Rs 18,000 million
§ Anti-dandruff market contribution: Rs 4,000 million
· Growth rates:
o Overall:
§ 2004:
· Shampoo market: 7%
· Anti-dandruff shampoo: 15%
§ 2007:
· Shampoo market: 18%
· Anti-dandruff shampoo: 40%
o Rural:
§ 2004-05: 18%
§ 2005-06: 40%
o Urban:
§ 2004-05: 16%
§ 2005-06: 21%
· Major Companies’ market share:
o Hindustan Unilever: In excess of 45%
o P&G: Close to 25%
o CavinKare: Close to 20%
· Factors driving shampoo market in India:
o Emerging middle class
o Higher disposable income
o Increasing rural awareness and penetration with sachets
o Westernized youth
o Untapped rural market
Target customers:
· Indian middle class
· Upper class rural people
· Teenagers
· Upper middle class


Anti-dandruff shampoo market (ZPTO dominated)
· Anti-dandruff shampoo market: Rs 4,000 million
· Largely an urbanized market
· Growth rate: 40% as compared to last year
· Major companies’ market share:
o P&G (Head and Shoulders): 50 to 55%
Hindustan Unilever (Clinic All Clear): 35 to 40%

Artificial sweetner market

Most widely preferred molecules:
1. Saccharine (controversy over its safety primarily on findings of bladder tumours in rats with excess of sodium saccharine)
2. Aspartame
a. Now largest molecule in the global market having 50% market share in the artificial sweetener market
b. Preferred sweetener in diet beverages and dairy products
c. Aspartame is made by joining two protein components, aspartic acid and phenylalanine, and a small amount of methanol
d. Because of its lack of heat stability, there are some limitations to its expanded use, especially for bakery and confectionery products
3. Sucralose
a. Available in India by the brand name ZERO and SUGARITE
b. Used primarily in
i. tabletop sweeteners
ii. beverages
iii. baked goods
iv. breakfast cereals
v. frozen and other desserts
vi. toppings
vii. fillings and puddings
viii. Gum
ix. breath fresheners
x. fruit spreads
xi. salad dressings
xii. confectionery
xiii. processed fruit and vegetable products
xiv. alcoholic beverages
c. Some reports on the adverse reactions of sucralose allege that it shrinks the thymus gland and enlarges the liver and kidney
4. Acesulfame-k & stevioside
a. Ace-K is a sweetener approved only in the U.S. and the EU and is used primarily in candy and tabletop sweeteners
b. Stevioside is a natural sweetener
c. Marketed in India under the brand name STUGAR
i. Primarily used in soft drinks and alcoholic beverages
Drivers of the artificial sweetener market
· Confectionery market: Rs 16,000 million in 2005
o Sugar free chewing gum market
§ In India, the sugar free chewing gum market penetration is 15% only, where in Spain the penetration is 99%, showing a huge potential of the artificial sweeteners in the Indian gum market
o Sugar free candies
§ New concept in India, but penetration rate is 29% in Japan and 28% in Singapore but the concept is entering into India
o Major players in Indian confectionery market:
§ Perfetti Van Malle
§ Lotte
§ Wrigley’s
§ Cadbury
§ Amul
· Sugar free Ice cream (future scope)
· Sugar free chawanprash (already has hit the Indian market by Ranbaxy)
· Sugar free honey (by Dabur)
· Fear of obesity among the young population
· Fear of Diabetes (WHO forecasts for 80 million diabetic patients in India, the highest in the world, by 2030)
· Attempts to develop foods for diabetic patients
· Worries over dental caries
· Product introductions in the diet food & beverage category such as diet drinks, diet candies, diet gums, and diet ice creams
Players in the artificial sweetener market
· Zydus Cadila
o Sugar free gold (Aspartame)
o Sugar free natura (Sucralose)
o Sugar free delite (low calorie health drink with electrolytes and vitamins)
· Merisant’s EQUAL
· Alembic’s ZERO
· Boot’s SWEETEX
Artificial sweetener market
· Market size: Rs. 1,000 million (March 2007)
· Forecasted to grow at the rate of 15-20% till next 5 years
· Penetration among Indian population: 3%
· Market share of SUGAR FREE: 75%
o Planning to capture market share of 80% by Mar 2008
o Advertisement spend: Rs. 150 million
§ Planning to increase advertisement expense by 20% to achieve 80% market share
o Planning to position SUGAR FREE as an “alternative to sugar” in day to day cooking, with chef Sanjeev Kapoor as brand ambassador
o Planning to expand into the big brands of FMCG market to manufacture their product by using SUGAR FREECompany is also planning for campaigns in the metros setting up exclusive Sugar Free shops to show how confectioneries can be made using Sugar Free. For this campaign to be successful company is looking at big confectionery shops esp in Kolkata, as it is a big market for Misthis and Rassagollas