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Friday, 24 November 2017

"It's Just Not Your Business" - Appliance & Lighting Manufacturers to Personal Care Majors: Bonafide Research

"It's Just Not Your Business" - Appliance & Lighting Manufacturers to Personal Care Majors: Bonafide Research

In India, there is clearly a trend of major appliance and lighting manufacturers entering the personal grooming space, with Havells and Syska being the latest one. Going forward, many such players may enter the industry as they have an upper hand due to their brand presence and strong distribution channels. Indian market is currently been flooded with many domestic and international brands offering a range of personal grooming products.
By Anita Patil, Assistant Manager at Bonafide Research
As per Ministry of Statistics and Programme Implementation - Government of India, 34.8% of total population was in the age group of 15-34 years in the year 2011. According to various estimates, it is expected that the average age of an Indian will be 29 years by 2020, as compared to 37 years for China and 48 years for Japan. With growing young population in India and rising disposable income, the focus on outer appearance have augmented a lot in the corporate as well as personal lives. Indian youth, both of urban and rural areas, are now conscious about how they look & feel - a development which has helped to boost the demand for personal care appliance in the last two to three years. Moreover, rising prices for saloon services across the country have made the shift faster as Indian youths prefer self-grooming to save on money.
According to recently published report of Bonafide Research 'India Personal Care Appliances Market Outlook, 2021' the market for personal care/ grooming appliances is dominated by brands like Philips and Panasonic commanding a share of more than 50% altogether. Philips and Panasonic are the major players at the higher-end whereas a host of Chinese brands dominate the price sensitive lower-end segment. There are very less organised players in the Indian grooming appliance market which clearly showcases a huge opportunity. Personal grooming has the potential to deliver high margins without any specific entry barriers, resulting into an evident opportunity for new entrants. Also, Indian men and women are looking for simple & convenient solutions to cut down their frequent trips to salon and parlours.
HAVELLS - THE LASTEST NEW ENTRANT
Early this year, electrical equipments manufacturer Havells India Limited entered into personal grooming category with the launch of products like beard trimmers, electric shavers, hair straightener, grooming kit that includes precision nose & ear hair trimmer, dryers and bikini trimmers among others. The company has also launched baby hair clippers and eyes baby care sector next. All of these products will be imported from countries like Hong Kong, China, Indonesia, etc. and will come in the price range of Rs. 1,000 to Rs. 7,200. The products are now available across different multi-brand retail stores, pharmaceuticals and cosmetics shops, along with 400 exclusive 'Havells Galaxy' stores. Apart from this, Havells India would also be selling the entire range through online e-commerce platforms. Brand Havells has a good recall value among Indian consumers due to its electrical and consumer goods sold in the market over last many years. Havells has tried to use this image for targeting today’s youth; for whom the company did not had any specific products till now. As youngsters are the major drivers for personal grooming appliances category, the company will be able to connect more with young consumers with these new launches.
SYSKA ENTRY
Syska, which is popular for its LED lighting products, also entered the personal grooming category earlier this year. The company launched 30 beauty and grooming products for both men and women that includes shavers, trimmers, clippers, hair straightener, dryers, epilators, curlers and electronic exfoliators. This is a diversification strategy for brand Syska; wherein Bollywood celebrities like Sushant Singh Rajput and Tamannaah Bhatia have been roped as the new face for personal care appliances. The company has a plan to spend approximately Rs. 100 crore on marketing and communication. Apart from these aggressive marketing plans, Syska will also leverage its existing distribution channels for sale. As of now, LED segment accounts for around 70% of the revenue in the company whereas the rest is earned through mobile accessories and mobile insurance. Personal care category is expected to contribute around 20% to its revenue in the near future. The entire product range is currently being imported from Korea and China.
Base Year: 2015
Estimated Year: 2016
Forecast Year: 2021
Pages: 100, Figures: 31, Tables: 20

CONTACT US
Bonafide Research & Marketing Pvt. Ltd.
Steven Thomas – Sales & Marketing Manager
Telephone: +91-265-6551309/ +91-7878231309
Website: http://bonafideresearch.com/

Tuesday, 21 November 2017

HUL’s Comfort Fabric Conditioner Focuses on the Need for Gender Sensitivity : Bonafide Research

The latest campaign from Hindustan Unilever’s for Comfort – ‘Chota Step, Badi Baat’ - looks to drive home the message that both boys and girls should be associated with doing laundry.
In the ad, a mother notices that her children are conditioned to think that laundry is something that only her daughter will have to learn. She astutely changes this mindset by getting her son involved in the washing process, thus demonstrating that it is equally important for both the son and daughter to learn this chore. The campaign seeks to lead by example and make an impactful change in the future.  Comfort fabric conditioners continued to lead market development with sustained high growth. However Fabric conditioners contribute very less to the fabric care market but represent one of the fastest growing market segments.
According to recently published report of Bonafide Research, India Fabric Care Market Outlook, 2021 the overall market for fabric care is growing at 10% CAGR respectively. The market is further expected to grow rapidly in the next five years. Fabric care is broadly divided into two segments namely fabric whiteners and fabric conditioners. Fabric whiteners dominate market revenues whereas fabric conditioners have less contribution to the overall fabric care industry. Previously, Indian consumers were hesitant to use fabric conditioners along with detergents as it was not viewed as need. But with growing awareness people are now currently moving to conditioners for their delicate clothes. fabric conditioner infuse the clothes with a fresh scent and it makes clothes soft. There are additional benefits using fabric conditioner as it reduces the static clinginess of your clothes; and can also help fabric dry quicker; and make clothes easier to iron. Ezee and Genteel from Godrej, Vanish from Reckitt Benckiser, Comfort from HUL, Safewash from Wipro, Bambi from Dabur and Revive from Marico are the major brands operating in this category.
Fabric whiteners, which are classified as 'laundry aids,' complement the use of detergents by making clothes whiter. Fabric whiteners can be further classified as bleaches and blues. Bleaches whiten and brighten fabrics and help remove stubborn stains by converting the dirt into colourless, soluble particles that can be easily removed by detergent. Jyothy Laboratories is the prominent brand in the fabric whitener market, along with Rin (HUL) and Robin Blue (Reckitt Benckiser). The popularity of blues in India is rooted in the country's societal system and cultural values. The cleanliness of clothes has traditionally been regarded as an indicator of the efficiency of the housekeeper, that is, the lady of the house. Consequently, most of the detergents in the country were sold on the 'our product washes the whitest' platform.
A majority of the detergent and washing soap advertisements emphasized whiteness and featured literally 'shining' white clothes as a symbol of the housewife's prowess. Fabric whiteners have become more popular in rural areas and are registering more growth as compared to urban as urban consumers are now upgrading to premium detergents which do not require any additional whitener. Hence, rural market will be the next focus of fabric whitening manufacturers in the forecast period.
Major companies operating in the fabric care market of India are Hindustan Unilever Limited, Jyothy Laboratories Limited, Godrej Consumer Products Limited, Reckitt Benckiser (India) Limited, Marico Limited, Wipro Consumer Care and Lighting Limited., Pidilite Industries Limited and Dabur India Limited.
Base Year: 2015, Estimated Year: 2016, Forecast Year: 2021
Pages: 73, Figures: 15, Tables: 19

CONTACT US
Bonafide Research & Marketing Pvt. Ltd.
Steven Thomas – Sales & Marketing Manager
Telephone: +91-265-6551309/ +91-7878231309
Website: http://bonafideresearch.com/