Fight between the two giants to capture the riper part of the tomato ketchup market in India: Maggi vs. Kissan

The two multi-nationals are competing close to gain the bigger pie of the tomato ketchup market in India, in which the Swiss multinational seems to have captured a bigger share owing to the privilege of its brand name, whereas HUL has the weapon of wider portfolio in terms of flavours available.

Tomato ketchup is a very popular condiment made from tomatoes, vinegar, sweeteners, and salt. The India Ketchup and Pizza & Pasta Sauce market consists of tomato ketchup and pizza & pasta sauces. The tomato ketchup and sauces includes tomato ketchup and sauces like regular ketchup, hot and sweet ketchup, no onion no garlic ketchup and other unique ketchups like sweet and sour ketchup, chilli tomato sauce, Chatakedaar, sweet and spicy sauce, etc. This market is primarily driven by the growing demand for fast food and increasing number of QSRs across the country.

According to the report on 'India Tomato Ketchup and Pizza & PastaSauces Market Outlook, 2023' published by Bonafide Research, currently, the market for tomato ketchups and sauces is anticipated to reach to more than INR 2000 crores. The major companies in this market are Swiss company Nestle with its brand Maggi, which holds a lion share of more than a third of share in the market, Hindustan Unilever Limited with its brand Kissan, that holds a share of more than a quarter of the market and G.D. Foods with Tops brand. These three companies together hold the market share of more than three-fourth of the total market of ketchup and sauces.

Nestle offers 8 different types of sauces and ketchups like regular tomato ketchup, No Onion No Garlic (NONG) ketchup, Rich Tomato and Hot & Sweet (Tomato Chilli) under the brand Maggi. The Maggi sauce is leading the market, because of its brand name. In India, Maggi has been a household name since the coming of Maggi noodles. The fresh tomato ketchup of 950 ml, priced INR 82 in the pouch form is the most sold ketchup in the ketchup portfolio of Maggi presently.

Hindustan Unilever Limited’s brand ‘Kissan’ offers 19 different types of sauces in India like Chotu ketchup, Twist Sweet & Spicy Sauce, Fresh Tomato Ketchup, Squeezo Chilli Tomato Ketchup, No Onion No Garlic (NONG) Ketchup, Twist Chilli Tomato Sauce, Chatakdaar Ketchup, etc. Kissan’s primary focus in products has been on wider portfolio in terms of flavors available to the consumer. Because the target audience of Kissan is mothers of small children of middle class families for whom price plays an important role in the buying decision of a product, the penetration pricing strategy is used by the company. Kissan being part of HUL, spends heavy amount in marketing of the brand with its focus on the ingredients used in its products. Kissan is widely advertised through various marketing channels such as TV adverts, Print media, retail outlets and newspapers. Pichku, which is a 90 ml pouch priced INR 15.

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Major Companies

Major companies that operate into the Tomato Ketchup and Pizza & Pasta Sauces market in India are Nestle India Limited, Hindustan Unilever Ltd. (HUL), Heinz India Pvt. Ltd., Capital Foods, FieldFresh Foods Pvt. Ltd., Dr. Oetker India Pvt. Ltd., Veeba Food Services Pvt. Ltd., Cremica Food Industries Pvt. Ltd., Bajoria Foods Pvt. Ltd., Scandic Foods India Pvt. Ltd., Wingreen Farms Pvt. Ltd., G.D. Foods Manufacturing (India) Pvt. Ltd., Everest Beverages & Food Industries, Suresh Kumar & Co. (Impex) Pvt. Ltd.

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Consuming cheap protein powder shakes may save your money but may cost your kidney

"Consumption of protein powder in India increasing because of increasing young population, western influence on diets, increasing frequency of exercise, and growing focus on leading active and healthy lifestyles has increases the adoption of protein supplements. But more than 60% of dietary supplement are fake.”

According the report on ‘India Malt, Protein and Herbal supplementmarket outlook, 2023’ published by Bonafide Research, the protein supplement market was grown with CAGR of more than 15 % during the year 2011-12 to 2016-17. Health fitness is rapidly gaining popularity in India. People have become more health conscious and image sensitive, so has the pursuit of fitness and bodybuilding. Fitness enthusiasts today are mostly in the age group of 20 to 35 years, mostly are students and professional. This young India is more health conscious and is constantly looking for ways to stay fit and healthy. The Market of Dietary Supplement has gone up as a dynamic segment that will throw up a lot of opportunities to innovate and grow. In protein supplement products profit margin is around 60-70% of the product price. This huge profit margin has attracted some unorganized players in Protein powders and Bars segment for selling fake supplements. In India more than 60% percent of dietary supplement being sold are fake, counterfeit, unregistered and unapproved and it is extremely difficult to identify them. In top 12 cities of urban India nearly 78 percent of adolescent daily consuming dietary supplements.

Most individuals purchase supplements from local pharmacy or local stores, so gray marketers directly deal with these individuals and give them higher margin for selling their fake supplements. Indeed, even online buying of protein powder are risky because there is also great chance of getting fake item in the name of branded product.US-manufactured whey protein tubs don't list expiry dates. Instead, they print a best-before date. Such near best-before-date tubs are regularly offered at heavily-discounted rates, consumption of this can cause health issue. The consumption of protein powder is more in south region of country which is more than 34% of total consumption in country. Venky’s, Brightlifecare, Medinn Belle, MuscleBlaze are the some of the largest player in protein powder market. Casein, soy protein, and whey protein, are the main forms of protein powder. A lot of factories have come up in areas like Dharavi, where they are making whey protein containers with soya powder and cocoa. But excess soya interferes with hormone function and it is also bad for kidneys.

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Major Companies

Major companies that operates into Malt, Protein and Herbal supplement market are GSK Consumer Healthcare Private Limited, Mondelēz India foods Private Limited, Kraft Heinz India Private limited, Abbott India Limited, Danone Nutricia India Private Limited, Patanjali Ayurved Limited, Bright Life Care Private Limited, Medinn Belle herbal Care Private Limited, Herbalife India Private Limited, Amway India Enterprise Private Limited, etc.

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GST Council slashes rate from 28% to 18% on various products

The GST Council on July, 21 gave a great monsoon bonanza to consumers by exempting and reducing tax rates on several necessary items. The new tax rates would be applicable from July 27, the interim Finance Minister informed. Furthermore, traders with turnover up to Rs 5 crore will have to deposit GST monthly and also a relief to not file the returns quarterly. Reports claimed that the tax reductions will cost Modi government a loss of nearly Rs 7,000 crore.

The GST Council has decided to exempt Sanitary napkins from the current GST.  Prices have been lowered, availability has been increased and awareness has also been increased, all these have led the sanitary napkin market to go up. According to the report on 'India Sanitary napkin / pad, Tampon & Panty liners Market Outlook, 2023' published by Bonafide Research, India overall market for sanitary napkin is anticipated to reach more than 13,000 units at the end of 2023. It has grown with 20% of CAGR in value terms during review period starting from 2011-12 to 2016-17.

GST on Kitchen appliances such as food grinders and mixers & food or vegetable juice extractor, is slashed from 28% to 18%. Better awareness, promotion of the products, consciousness of diseases and various campaigns are promoting the importance of juices in everyday life. This is expected to result in market’s growth. According to recently published report of Bonafide Research “India Mixer, Juicer & Grinder Market Outlook, 2021”, the market for juice extractors/ juicer will grow at a CAGR of more than 20% over next five years. The juice extractor segment is an integral part of the electric kitchen appliances market, which is currently growing at a significant pace.  

GST on Washing Machines is slashed from 28% to 18%. A good monsoon plays a very crucial part in generating the demand for consumer durables in rural Indian markets. From last three years, India has constantly witnessed back to back droughts and below normal rainfalls. The after-effects of poor monsoon dragged down rural growth and resulted in a stagnant washing machine market for rural areas. However, forecast of a good monsoon in 2018 has made players hopeful and all strategies have been carried out to beef up the demand this season and the now new slashed GST on washing machines will further increase its demand in near future. According to recently published report of Bonafide Research “India Washing Machine Market Outlook, 2022”, majority sales of washing machine comes from urban cities whereas rural penetration still stands at less than 1%. India is still an urban centric market with demand of products like washing machines being mainly triggered by the top 40 cities of the country.

GST on Refrigerators and Cold Freezers has slashed from 28% to 18%. The hot and humid weather conditions have made consumers increasingly concerned about food spoilage and hygiene level which has lead to an increase in demand for efficient refrigerators. According to recently published report of Bonafide Research “India Refrigerator Market Outlook, 2022”, overall refrigerator sales volume are expected to grow with a CAGR of more than 5% over next four years. Direct cool segment dominates the refrigerator market with 70% volume share and the rest 30% is of frost free segment in the year 2015-16.

GST on Water Heaters is slashed from 28% to 18%. The Indian water heater market has shown immense potential of growth riding upon the rising disposable income, better standard of living along with the boost in the housing industry in the country. The modern day water heaters brings in the added safety features coupled with high technological features and aesthetic looks that suits the modern styled bathrooms. Gone are the days when water heaters used to be a boring tank mounted on the wall. The innovation in the industry has given the slickest designs of the water heaters commonly known as “Size Zero”. The construction sector is one of the major market driver as many water heaters are installed in new homes. According to recently published report of Bonafide Research “India Water Heater Market Outlook, 2021”, water heater market is estimated to grow with a CAGR of 14.05% till 2021.

GST on Personal Care Appliances is slashed from 28% to 18%. The never-ending obsession among the youth to look young and beautiful is impacting the demand for personal care appliances and this demand is expected to boost up in the future. It includes hair dryers, hair Straightener, hair curlers, trimmers, shavers that are used in day to day life of consumers. According the report on 'India Personal Care Appliances Market Outlook, 2023' published by Bonafide Research, India overall market for personal care appliances is anticipated to reach more than 21,000 thousand units at the end of forecast period.

GST on Perfumes is slashed from 28% to 18%. Booming category of women's perfumes, increased affluences, greater social interactions, growing urge among urbane working females to stay well-groomed are some of the key drivers for the growth of perfume market in India. According to a recently published report of Bonafide Research, "India Perfume Market Overview, 2016-2022", even though big names have entered the perfume market in India, the small scale and unorganized players dominate the category. Currently, the perfume market is bustling mostly with international players that come under the organized section of the market. Price has been the biggest concern when it comes to buying a branded perfume. Ideally, Indian consumers look for perfumes that are ranged between Rs. 100 to Rs. 500 or maximum upto Rs. 1000 as major portion of the buyers are still not ready to pay something above Rs. 1000 for a personal grooming product like perfume.

GST on Paints is slashed from 28% to 18%. With the paint industry growing faster and faster, due to increase level of education, customer awareness and willingness to spend, this has brought about a revolutionary change in the paint industry. According the report on 'IndiaPaint Market Outlook, 2023' published by Bonafide Research, the paint market has grown with a CAGR of more than 12% in volume terms during 2011-12 to 2016-17 period. It is made up of decorative paint industry and industrial paint industry. Decorative industry is bifurcated into Emulsion (Interior & Exterior), Enamel, Cement Paint (distemper), primer and thinner, ancillary products (putties, wood finishes).

Such reduction in GST rate would allow these industries to grow further and this would fuel up the growth forecast of these industries. In case of sanitary napkins, there would not be much difference in the price as the incoming GST credit would not be given to raw material suppliers though some rate cut would be there. 

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McNROE to launch fragrance experience hub for women's across India

Body odour is acommon problem many people face. It can cause social embarrassment and difficulty in personal interactions. This situation arises especially for people living in hot, humid tropical and subtropical countries like INDIA. Deodorant products come in handy in these situations. More women than men preferred a compact and portable size of a deodorant product in India. Women from all regions of India stated that the cream-based deodorants in roll-on formats have long lasting effects and are easy to carry.

Wild Stone, Secret Temptation & Heavens Garden-maker McNROE Consumer Products Pvt. Ltd. Is about to set up fragrance experience centres across India to let women experience perfumes and deos, who is a major consumer of the brand. Women’s category is growing at 6.5% over men’s 5.4%. The company forecasts to engage women consumers through this launch to touch a turnover of 1,200 crore by 2022, as against 408 crore last year.

The fragrance industry's rapid growth is attributed primarily to the advent of functional products with several characteristics. The fragrance market of India has been categorized into perfumes and deodorants, out of which deodorants have been doing pretty well since past few years. However since ages, Indian people have used perfumes and perfume oils on their body. The late 19th century was the first real era of perfume when new scents were created because of advances in organic chemistry knowledge. Synthetic perfume products were used in place of certain hard to find or expensive ingredients. The fragrance market in India has been on a high, in terms of production, consumption, import as well as export and is in the process of growing exceptionally with more youngsters wearing fragrances. Youngsters are infusing perfumes and deodorants in their daily personal grooming routine. The Indian fragrance market is further differentiated between organized and unorganized markets.

According to a recently published report by Bonafide Research, "India Fragrance MarketOutlook, 2022", the organized market for fragrance products like deodorants and perfumes is set to grow extraordinarily and reach to a total market size of around INR 6500 crore by 2019. The expanding product lines due to significant technology advancements and growing importance towards personal grooming & appearance; coupled with increasing consumer spending on beauty and wellness has contributed to the growth of fragrance market. The Indian market for fragrances consists of organized players like HUL, ITC, J.K Helene Curtis, McNroe Consumer Products, Marico, Nivea etc. which are giving tough competition to unorganized players. Foreign giants like Avon, Coty, L'Oreal have also set up their shops locally and are expected to compete rigorously to gain an upper hand in the market.

In the past, attar and alcoholic perfumes were the only significant categories of the fragrance market, and were mostly represented by unorganized players with the major chunk largely imported. However, with the passage of time more and more organized players have entered the market, thus increasing the overall market size and making it even more compelling for the unorganized players to introduce new cost effective products. Organized players are keeping their product prices in traction so as to capture a larger size of the market as India consumers have a tendency to buy a product that is low-cost and doesn't burn a hole in their pockets. Significant upward growth trend is expected, given the increasing scale of local firms and the need and demand for standardization of products. High-end sophisticated fragrances are set to have an increase in demand as consumers look to impress their peers, subordinates in office environments.

India Fragrance Market is dominated by deodorants whereas perfumes are also picking up pace with the onset of lifestyle changes. Deodorants kill the bacteria that causes odor when there is perspiration. As it is a more natural process to allow bodies to sweat, it makes more sense for consumers to use deodorants. Aluminium-free underarm deodorants play a vital role in keeping the body clean and fresh. For the present generation, it is impossible to imagine life without deodorants. Different types of deodorants are available in the market from which one needs to select that meets their requirements. India deodorant market is expected to grow with a CAGR of more than 15% over next five years out of which the aerosol/spray form of deodorant is expected to continue its dominance over 2017-2022.

“India Fragrance Market Outlook, 2022” discusses the following aspects of fragrance products in India:

- Global Fragrance Market Outlook by Market Size & Forecast

- Global Fragrance Market Segmental Analysis: By Company, By Region, By Category

- Global Deodorant Market Outlook by Market Size & Forecast

- Global Spray Deodorant Market Size & Forecast

- Global Sticks & Solids Market Size & Forecast

- Global Roll-On Market Size & Forecast

- Global Deodorant Market Segmental Analysis: By Company, By Region, By Product Type

- Global Perfume Market Outlook by Market Size & Forecast

- Global Perfume Market Segmental Analysis: By Company, By Region, By Ingredient Type, By Distribution Channel

- India Fragrance Market Outlook by Market Size & Forecast

- India Organized Vs. Unorganized Fragrance Market Size & Forecast

- India Fragrance Market Segmental Analysis: By Category, By End User

- India Deodorant Market Outlook by Market Size & Forecast

- India Spray Deodorant Market Size & Forecast

- India Roll-On & Stick Deodorant Market Size & Forecast

- India Organized Vs. Unorganized Deodorant Market Size & Forecast

- India Deodorant Market Segmental Analysis: By Company, By Brand, By End User, By Demographics

- India Perfume Market Outlook by Market Size & Forecast

- India Organized Vs. Unorganized Perfume Market Size & Forecast

- India Perfume Market Segmental Analysis: By End User, By Sales Channel

- Product Price & Variant Analysis of deodorants for men and women

- Product Price & Variant Analysis of perfumes for men and women

- Competitive Landscape & Strategic Recommendations

- Key vendors in this market space

This report can be useful to Industry consultants, manufacturers and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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Bonafide Research & Marketing Pvt. Ltd.

Steven Thomas – Sales & Marketing Manager

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