SPORTS DRINKS are boosting up new energy in Indian markets: Bonafide Research

Rising health concerns, growing popularity of energy & sports drinks and rise in the number of athletes & sport persons in the country are boosting this market. People normally take energy and sports drinks after having intense workouts in the gyms. Extensive and irregular working hours and the increasing occurrence of social gatherings have also been one of the reasons for the adoption of energy & sports drinks in day-to-day life.

According to the recently published report of Bonafide Research "India Energy & Sports Drinks Market Outlook, 2021", the total size of energy & sports drinks market is anticipated to cross a mark of Rs. 2500 crore by 2021. The market has huge potential in the coming years and the increasing number of players interested to enter this segment is one of the major reasons for the same. Sports and energy drinks contain essential nutrients which work towards rejuvenating the body and boosting the energy. Hence, sports drinks seem to have become a norm into the fitness world. With so many varieties and flavours available, each brand claims that they just want sportsperson and athletes to stay at the top of their game.

NEW PRODUCT LAUNCHES BY GIANT PLAYERS

The American food and beverages company PepsiCo Inc. has launched energy drink called Sting, one of its global brands, across organized retail outlets in India. This is the second attempt by PepsiCo to crack the energy drink market in India. It had earlier launched SoBe in 2008, which was withdrawn from the market soon after. In India, Sting is available in 250ml cans and will have less than 100 calories. At Rs. 50, Sting is priced much lower than the most-selling energy drink - Red Bull, which is priced at Rs. 110 for a 250ml can. The decision made by PepsiCo to re-enter the energy drinks market in India came 10 months after the country's food regulator Food Safety and Standards Authority of India (FSSAI) set limits for caffeine content in energy drinks at a maximum of 300 mg per litre.

In 2017, Coffee Day Enterprises Limited (CDEL) also forayed into the energy drinks market in India. The company, which owns and operates around 1,700 Cafe Coffee Day (CCD) outlets across India and a few international markets, has introduced energy drink beverage under the brand 'Storm'. In the next two to three years, they are expecting to acquire a decent share in this space by banking on the brand power. Having sold a lakh cans in one month period just after the launch, the company is now targeting bigger volumes this fiscal and beyond. It will also look to increase production capacity. Leveraging their brand distribution learning from this launch, they expect to introduce similar products in the coming quarters. The beverage priced at Rs. 100 per can is being sold primarily through CCD outlets across Lounge, Square, Express and Coffee Point formats. The company's cafe network stands at 1,694 outlets across 243 cities in India as of June 2017. It added gross 32 cafes in the first quarter of fiscal 2018 and plans to add 135 stores annually over the next two to three years. CDEL also enjoys leadership position in the vending-machines space and currently has 42,788 machines installed (as of June 2017). Of these, over 1500 machines were added in the first quarter itself.

Moto, the made in UAE energy drink, has also been launched across India last year, enrooted to a committed growth strategy of completing the availability of the product across 33 countries. Moto is a unique beverage product that combines all the elements that creates an energy drink which delivers great taste and a simple yet astonishing look and feel. In order to reach to the consumers of India, Moto has partnered with Aish Adventures Pvt. Ltd. of Delhi. Moto is poised to reach out to the pan-India consumers with its widest distribution channel consisting of 20 expert and professional super stockists and 200 experienced distributors. The brand's ambition is to represent the UAE’s heritage, lifestyle and values to the Indian consumer.

The next player in the line is Fashion TV, better known as FTV. It is the global authority in fashion domain and is equally popular for fashion merchandise and consumable products sold through its brand licensing globally. Its brand F88 – a new alcoholic luxury energy drink which is popular in over 55 markets worldwide, is now moving ahead to penetrate into the Indian market. F88 contains no artificial colours, flavours or preservatives and it can be enjoyed straight as a mixer.

THREAT OF A LIMITED POPULATION BASE

Even though existing players are expanding their product portfolios and new players are entering into this segment, these drinks pose a high risk of health for some set of consumers. With increasing rates of childhood obesity, having kids chug sports drinks loaded with extra sugar is considered to be dangerous. For children and adolescents, energy drinks can also be downright dangerous. Moreover, young people who sip on sports drinks as a regular drink without doing much physical activity run the risk of weight gain and tooth decay from added sugar. Then there are energy drinks, which some professional athletes use to boost performance and gain a competitive edge in the game, by mixing them with caffeine and other stimulants to increase focus and prolong their attention span. News of such incidents generally come in the season of national and world championships and is hyped a lot on televisions, which has a negative impact on the minds of consumers. All these factors still act as a roadblock for energy and sports drink to reach to a larger set of consumers.

MAJOR COMPANIES

Major companies operating in energy & sports drinks market of India are Red Bull India Private Limited, PepsiCo India Holdings Private Limited, Coca-Cola India Private Limited, Hector Beverages Private Limited, Monster Beverages Private Limited, Goldwin Healthcare Private Limited, GlaxoSmithKline Consumer Healthcare Limited, Heinz India Private Limited, Gujarat Co-operative Milk Marketing Federation (Amul), Bisleri International Private Limited and XXX Energy Drinks Private Limited.

Report: India Energy & Sports Drinks Market Outlook, 2021

Base Year: 2015

Estimated Year: 2016

Forecast Year: 2021

Pages: 100, Figures: 28, Tables: 14

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Whether young or old, white or brown, Horlicks or Bournvita - 'health' is the new catchphrase for every brand in the malted drinks market: Bonafide Research

Increasing health consciousness among consumers of different age categories, modern lifestyle and brand trust is fueling the growth of malted health drinks market in India, thus drawing more players into this segment and making malt-based drink brands run faster to stay at the same spot.

According to recently published report of Bonafide Research "India Malted Health Drinks Market Overview", the malted health drink market size is expected to grow at a CAGR of more than 16% during the forecast period of 2016 to 2021. Increase in standard of living, changing lifestyle, rising income levels and growing inclination of consumers towards healthy beverages is making a positive impact on the Indian malted health drinks market. Various malted health drink brands like Horlicks, Bournvita, Complan, Boost, Milo, Amul Pro, etc. have high impetus in the Indian market.

TARGET MARKET MOVING BEYOND CHILDRENS

From last two years, Health food drink brands such as Horlicks and Bournvita have started targeting mothers during the exam season as it's not only the students who are tensed, but also their parents. Malted food drinks usually have two stories to tell in a year. During most part of the year, they talk about the 'body story' (nutrition for a growing child), and before exams, they are clever enough to talk about the 'mind story' (nutrition for mind). In both cases, mothers are the targets. Horlicks, which is sold by the consumer arm of British pharmaceutical company GlaxoSmithKline (GSK), has designed a national workshop to help parents & teachers understand the competition and students better. In 20145, the brand had developed four original soundtracks on exams with the help of budding musicians across India, so that kids face exams more confidently. They have been made into videos and are being promoted on social channels.

While market leader Horlicks is playing up the insecurity of mothers about their children's concentration through its marketing initiatives, rival Bournvita, marketed by Mondelez India Foods, is focusing on discipline and guidance. GSK has also designed a Concentration App that helps parents gauge the concentration levels of their child. Exam month's help Horlicks gain around 1% of the volume share and is considered a significant spike by market watchers, given the fact that the category has been badly affected by low consumer spending lately and growth has remained stagnant. Bournvita also gains share in terms of volumes during exam season. The January to March period does see an increase in overall malted food drinks consumption. In 2015, Bournvita had strong trade activations coupled with a TVC in February and consumer promotion in March. Their TVC under the campaign theme 'Tayyari Jeet Ki' talks about a tough world out there and that parents need to prepare their children to make healthy choices in their life, for which discipline and guidance is as important as nutrition.

To cut through the clutter, brands are increasingly becoming careful about their core positioning. Bournvita chose to target the grandparent, often the daytime caretaker of children with working parents, in its ad. Danone smartly reverses the roles; a teenage girl admonishes her parents for not ensuring enough protein in her meals and asks them to stop giving her 'bachhowala (kids') drink'. GSK's enhanced focus on Horlicks in India comes at a time when it is considering selling the business in the United Kingdom. The company is planning to sell its small Horlicks business in Britain but will retain the much larger operation in India, where the nutritional brand is still growing strongly.

ENTRY OF NEW PRODUCTS

In 2016, Heinz India entered the malt drink category with a product called Heinz Power Sprouts and the company now has a multi-brand strategy addressing different consumers. The impact of Patanjali made MNCs such as Heinz India include ingredients like ragi and sprouts in its malted drinks, which is all about having an ethnic type of nutrition. In 2015, Kraft and Heinz merged into Kraft Heinz Company, the third largest food and beverage company in North America and the fifth largest in the world. In early 2017, Nestle brought back its health drink Milo, which it had discontinued about a decade ago.

Another player, Danone India expanded its portfolio in 2017 by launching ‘Protinex Grow’ in the domestic market, with an aim to garner up to 10% market share in the health food drinks segment by 2020. The French nutrition and dairy major has introduced Protinex Grow in West Bengal and Karnataka in the first phase. Danone plans to extend the portfolio by launching 10 more products in India. The company has aggressive plans to double their sales in the nutrition portfolio by year 2020 and also grow the overall business in India. Moreover, Danone recently launched their global infant formula brand Aptamil in the country. The company would soon introduce Neocate and a range of products for IEM (inborn error of metabolism). Neocate is an infant formula and is for the children who have severe allergy from cow milk. IEM is a rare genetic (inherited) disorder, in which the body cannot properly turn food into energy. Besides this, Danone is also working on fortification of UHT milk.

Some time ago, companies like yoga-guru Baba Ramdev’s Patanjali Ayurved Limited also pushed its health drink powder Powervita and Sri Sri Ravisharkar launched Ojasvita in the health food drink segment. It was a good strategy to launch ready-to-drink formats and low sugar products as the powder format is already very competitive and hardly seeing volume growth.

GEARING UP COMPETITION

Horlicks has been the market leader for years, positioning itself around the planks of nostalgia and nutrition. But with competition from old hands such as Nestle and relatively new entrants into the market such as Danone, GSK Consumer Healthcare is revamping the brand's communication strategy. Recently in June-July 2017, the company appointed a new ad agency FCB India for Horlicks, moving away from its long-time partner JWT India. Also, GSK has extended its Horlicks brand family through the introduction of Horlicks Lite and Women's Horlicks which are based on functional benefits for diabetics and pregnant women.

Mondelez-owned brand Cadbury Bournvita is focusing on how a combination of vitamin D, vitamin C, iron, and other vitamins and minerals enhances the nutritional power of milk for growing children. India is among the fastest growing markets for malted health drinks, but prosperity is a mixed blessing of brands that control this category in India. While increasing health consciousness among consumers is fueling growth, it is also drawing more players into its fold, thus making malt-based drink labels run faster to stay at the same spot. Companies such as Nestle, GSK, Mondelez and others are casting their net wider for customers, introducing new products and rebooting communication strategies.

MAJOR COMPANIES

Major companies operating in the malted health drinks market of India are Mondelez India Foods Private Limited, Heinz India Private Limited, GlaxoSmithKline Consumer Healthcare Limited, Gujarat Co-operative Milk Marketing Federation Ltd. (AMUL), MTR Foods Private Limited, Nestle India Limited, Continental Milkose India Limited and Twinings Private Limited.

Report: India Malted Health Drinks Market Overview

Base Year: 2015

Estimated Year: 2016

Forecast Year: 2021

Pages: 85, Figures: 22, Tables: 16

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Bonafide Research & Marketing Pvt. Ltd.

Steven Thomas – Sales & Marketing Manager

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Website: https://bonafideresearch.com/

"On your mark, get set, go". The race is on among Patanjali shishu care, Johnson & Johnson, Himalaya, and Baby Dove.

Indian baby personal products category has huge potential as it largely remains under-penetrated despite an estimated 26 million children born every year in the country. Country is under-branded in the baby care category despite high potential and birth rates. There has been low level of innovation and product introductions. There was only Johnson & Johnson who was market leader. But with the passage of time more and more players are coming in the baby care segment with product innovation and grabbing significant share. The leading players are Patanjali shishu care, Johnson & Johnson, Himalaya, and Baby Dove.

With more and more nuclear families coming in, all the resources, energy, effort and money goes into that one child (or two children) of the family. There is no concept of half-a-dozen children. This has made parents more conscious of their choices.  India’s baby care market saw considerable activity in past two years, with new companies entering the segment and existing players making headway into new sub-categories.

Johnson & Johnson spread its root into India 70 years ago in 1947. Since then, the Company has brought many innovative ideas, products and services to improve the health and well-being of people in India. Generations of mothers and fathers in India have placed their trust in Johnson’s baby to provide them with safe, clinically proven mild and gentle products that ultimately enhance the intimate bond between a mother and baby. It is the only name in the industry for years and years till the entry of Himalaya in 2007 exact after 60 years. According to research report on "India Baby Cosmetic Market Outlook, 2021", Johnson & Johnson has market share of nearly 40% in overall market. Recently it has launched Aveeno body care range in India. Aveeno Baby which already has presence across six categories and 22 markets will mark Johnson & Johnson’s foray into premium baby care segment in India.

Himalaya has a strong presence in segments such as pre-bath (massage oil), bath (soap, bubble bath) and post-bath (creams, lotions and curatives). And as consumer spend on babies increases; Himalaya is expanding its range. For instance, it has forayed into wet wipes and diapers. The company has launched its first exclusive 'moms & babies' shop in Bengaluru, and plans to introduce additional 25 new outlets in leading metros and non-metro cities this financial year. As part of its innovative offering, the shop will assist mothers with doctor consultation services and have breast-feeding units and nappy changing units within the shop.

The year 2016 being good for two big giant i.e. Patanjali and HUL as they entered into baby care segment in this year.  India is the second country after Brazil, where this brand is present and has struck to its philosophy of ‘Real Moms’ rather than perfect moms. In the launch event Genelia Deshmukh and Tara Sharma, both mother of two kids shared their views on motherhood. For those who have been religious users of Dove products, arrival of Baby Dove was welcome news. Ptanjali, harping on its ‘natural products’ positioning and affordable pricing, Baba Ramdev's Patanjali Ayurved has also launched baby care products under 'Shishu Care'. Shishu Care was launched as a separate vertical by the company in August 2016. Patanjali has emerged as a challenger to consumer packaged goods giants like Hindustan Unilever Ltd (HUL), Nestle India Ltd and Colgate-Palmolive (India) Ltd. In the baby care segment, it’ll compete with US multinational Johnson & Johnson. Thus all the players have taken their position and are ready to hear, "on your mark, get set, go".

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The world's largest 'Symphony' versus a host of new brands in the Indian air cooler market! - Bonafide Research

Before some years, Symphony Limited, Bajaj, Kenstar and Usha International were the only few organized players in the air cooler market of India. But today, there are a host of players which have entered the category including Maharaja, Ram Cooler, Khaitan, Voltas, Blue Star, Havells, Orient, Marc, Crompton Greaves, Vego, McCoy, Cello, Hindware and Videocon among others. Air cooler market is seeing increased competition with the entry of many new companies.

By Anita Patil, Assistant Manager at Bonafide Research

Earlier there were very few branded players in the air cooler market of India due to low demand for the product. As the demand started roaring and Symphony's business turned big, at least 10 to 15 new brands entered into this category. All these new entrants are helping the organized market to expand. The market has been also driven by the regular launches of new models by new players with focus on product aesthetics and shift from metal body to plastic body. Kenstar is trying to customise its air coolers to suit requirements of different regions in India. The company is also keeping its distribution strategy different for each region. Voltas, a Tata group firm, is certain of giving a tough competition to established players - especially the market leader Symphony. Maharaja Whiteline brand of Groupe SEB is putting a high priority on new products with innovative features. Traditional air-conditioner makers like Blue Star and Voltas have also jumped into the segment. Symphony is taking this intense competition into consideration and has also made its communication stand large enough. But it seems like the company is currently focusing on its overseas sales and wants to equalize it with the domestic ones. This may hold its position of world's largest air cooler company but the brand's domestic dominance may come under threat.

According to recently published report of Bonafide Research, 'India Evaporative Air Cooler Market Outlook, 2022' , the organized air cooler industry has crossed a market size of Rs. 2,000 crore in India whereas the rest is still unorganised. Organized air cooler market is set to grow profoundly in the next five years, thus lowering the share of unorganized/ local manufacturers. The demand will be majorly fuelled by growing sales in tier II and III cities, which are reluctant to buy high cost air conditioners for towering electricity bills. The industry is seeing entry of new players, thus intensifying the competition with existing players like Symphony, Usha International, Kenstar, Bajaj and Maharaja.

RISE OF THE MARKET LEADER - SYMPHONY

After a strategic acquisition of an air cooler company called Impco in North America, Symphony become a global leader and gained the title of world's largest air cooler company. Its presence is spread across 60 countries and leads the organized air cooler market of India. Apart from leveraging Impco's established relationship with large store formats, the company also commenced the export of residential plastic air coolers to North America. Impco sells these air coolers in North, South and Latin American markets. Moreover, Symphony appointed a country manager for Russia, which saw a spurt in demand for air coolers in the last few years. In Mexico, it undertook an extensive brand building exercise through TV and print ad campaign. In 2015, Symphony again acquired Munters Keruilai Air Treatment Equipment (Guangdong) Co. Ltd (MKE), a company producing air coolers under the brand Keruilai in China.

All these activities across the globe show that Symphony has today successfully transformed a business disadvantage into a potential opportunity. By focusing on sales across the world, the company has reduced the dependence on seasonality, which usually comes with the air cooler business. Currently, Symphony has in all 56 models of air coolers in the residential segment, 5 models each in the commercial and heavy duty central air cooling range and 6 models in packaged air cooler segment. The company claims to have 8 patents to its name along with 7 copyrights, 49 registered designs, 108 trademarks and a global R&D centre recognised by the Government.

EXPANSION OF PRODUCT PORTFOLIO

In early 2017, Symphony launched its 'Touch Range'. This range of air coolers come with i-Pure technology and other features such as digital touch screen, voice assist, mosquito repellent, six high efficiency cooling pads covering all the four sides, removable water tank, cassette-type removable pads for easy maintenance, double blower for powerful air throw, electronic humidity control and full function remote. The i-PURE technology has PM2.5 wash filter, bacteria filter, allergy filter and smell & dust filter for delivering cool and pure air, both at the same time. The range has five models from 20 litres to 110 litres for cooling areas up to 600 square feet.

In May 2017, Orient Electric also launched a range of new air coolers in the segment of personal, window, tower, desert and slim desert air coolers. The company has entered into a strategic partnership with Airtek International, which is a global market leader in home comfort and energy efficient products. All orient air coolers come with a certification by Intertek - an internationally acclaimed UK based certification agency. Orient Electric is now focusing to make air coolers available in newer towns through modern retail, e-commerce portals and company brand stores with a strong service network.

MAJOR COMPANIES

Major companies operating in the evaporative air cooler market of India are Symphony Limited, Crompton Greaves Consumer Electricals Ltd., Canbara Industries Private Limited, Ram Coolers, Groupe SEB India Private Limited, Vego Home Science Private Limited, Orient Electric Limited, Hindustan Sanitaryware and Industries Limited, Usha International Limited, Wim Plast Limited, Marc Enterprises Private Limited, KAIL Limited, Khaitan Electricals Limited, Voltas Limited and Bajaj Electricals Limited.

Report: India Evaporative Air Cooler Market Outlook, 2022

Base Year: 2016

Estimated Year: 2017

Forecast Year: 2022

Pages: 130, Figures: 35, Tables: 21

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Steven Thomas – Sales & Marketing Manager

E-mail: sales@bonafideresearch.com

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Website: http://bonafideresearch.com/

"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.

Report: India Personal Care Appliances Market Outlook, 2021

Base Year: 2015

Estimated Year: 2016

Forecast Year: 2021

Pages: 100, Figures: 31, Tables: 20

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Steven Thomas – Sales & Marketing Manager

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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.

Report: India Fabric Care Market Outlook, 2021

Base Year: 2015, Estimated Year: 2016, Forecast Year: 2021

Pages: 73, Figures: 15, Tables: 19

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Even with 28% GST on electric fans, players are betting high on energy efficient and premium fans with continuous innovation: Bonafide Research

Bonafide Research

According to the Indian Fan Manufacturer’s Association (IFMA) and various industry players, electric fans which are under 28% GST bracket along with air conditioners are not a luxury item but an essential commodity and a poor man’s item. The IFMA has been proposing a reduction in the slab rate at 12 per cent bracket which includes items such as bicycles and mobile phones. Competition is very stiff in the Indian fan market and the industry operates on thin margins. Post-GST, price hike may become unavoidable. However, demand for energy-efficient and premium/ decorative fans will be less impacted than the demand for mass/ economy fans.

By Anita Patil, Assistant Manager at Bonafide Research

The GST Act was passed in the Lok Sabha on 29th March, 2017, and came into effect from 1st July, 2017. Goods & Services Tax Law in India is a comprehensive, multi-stage, destination-based tax that will be levied on every value addition. The tax rate under GST are set at 0%, 5%, 12%, 18% and 28% for various goods and services, and almost 50% of goods & services comes under 18% tax rate. Electric fans of all types are in the tax slab of 28%, along with air conditioners. Before this, taxes on fans already came to about 25 to 26 per cent, which itself was too high. Under GST, fans have been kept in the same luxury bracket as air conditioner which is very unfair according to IFMA and industry players. The Indian Fan Manufacturer’s Association (IFMA) has also made a representation to Union Finance Minister Arun Jaitely and to the GST Council to reconsider the new tax rate for fans.

According to recently published report of Bonafide Research “India Electric Fan Market Outlook, 2022”, the branded (organised) fan market is around Rs. 6000 crore and includes big names like Usha, Bajaj, Crompton, Havells, Orient, Anchor, Ortem, Surya, Luminious, Polar, Anchor, among others. However, the unorganized fan market is also very large and there are hundreds of fan manufacturers in the unorganised sector. If the GST slab rate is brought down then it will help these local companies to enter the organised sector. According to IFMA, a lower tax regime will help incentivise the unorganised players to come on-board in the formal system.

NEW PLAYERS ENTERING THE INDIAN FAN INDUSTRY

There are also new players entering into the electric fan market after smelling the huge opportunity that the category provides. Water heater manufacturer Venus Home Appliances launched 65 products in the fan segment, including ceiling, table, pedestal, wall and exhaust fans across the country in March 2017. The products’ price ranges from Rs.1,500 to Rs. 2,500. With a distribution network of 4000 dealers, 170 service centre and 13 offices, the company plans to add more dealers and service centres to its network for accomplishing its target of 5 per cent market share by 2020. Venus Home Appliances plans to invest Rs. 7 crore in promotion and branding activities and expects to end the year with revenue of Rs. 145 crore.

Japan-based Hayashi Electric also entered into country's regular and premium electric fan market in the year 2016. The company has plans to sell around 5 lakh units over the next three years by way of setting up its own manufacturing unit, which would act as a hub to meet the domestic as well as export demand. Till then, it would import fans from its China and Taiwan plants. Last year, Hayashi Electric launched 12 models of regular fan priced from Rs 1,200 onwards and 15 models of super-premium luxury fans priced around Rs 1.5 lakh each. The company's main target is the premium segment and it expects 60% of sales volume from the premium products. Hayashi, which has been in business for more than 15 years, sells its products in 14 countries.

INNOVATION HELPING PLAYERS TO DEMAND PREMIUM PRICE

Atomberg Technologies, founded by IIT Grads, launched Gorilla fans which work in a wide voltage range of 110-285V and has a life expectancy of around 20-25 years. The fans come with sleep timers, similar to air conditioners, and the remote control enables customers to do away with the regulators. Gorilla fans are designed in a way that they reduce the power consumption by more than 65 per cent, which can be more affordable for many families in India. Their innovation won the Atomberg team a global award by UNIDO (United Nations) in the category of Energy Efficiency for 2016-2017 and a million-dollar funding in 2016.The company sells through online as well as modern retail channels in India. Initially, they are targeting the urban consumers as demand for energy efficient solutions are high in metro and tier-I cities. The company’s corporate clients include Infosys, ITC, Aditya Birla Group, Hyatt Hotels, Indian Railways, IIT Bombay, IIIT Hyderabad, IDFC, Tata Power etc.

SWELLING ROLE OF E-COMMERCE IN FAN MARKET

E-commerce is slated to become a significant channel in India, yielding a considerable percentage of revenues for consumer durable manufacturers. Almost all the players have increased their product availability on the country's popular e-commerce platforms to augment their brand awareness. Usha International Ltd., which has strong offline distribution channel since years, now plans to increase its penetration and brand visibility by way of wider product display through comparatively new channels like e-commerce and modern retail. According to the company, e-commerce is the newest with increasing consumer base of online users. The company has tied up with online platforms like Amazon, Flipkart, Pepperfry and Snapdeal for marketing of its products online. Usha's new product portfolio includes its key models, E-series fans (the automotive inspired fans), Compacto Tower fans, premium decor fans, the very famous kid's category fans and many more. It also offers 5-star energy efficient fans with a line-up of about 15 models. Its product range starts with a price point of Rs. 1500 and goes upto Rs. 40,000. The company, which posted a turnover of Rs. 1000 crore in 2016-17, is now expecting to contribute Rs. 100 crore to the topline.

MAJOR COMPANIES

Major companies operating in the electric fan market of India are Crompton Greaves Consumer Electricals Ltd., Usha International Ltd., Orient Electric Limited, Havells India Limited, Bajaj Electricals Limited, Khaitan Electricals Limited, Surya Roshni Limited, Anchor Electricals Pvt. Ltd., Polar Industries Ltd. and Luminous Power Technologies Limited.

Report: India Electric Fan Market Outlook, 2022

Base Year: 2016

Estimated Year: 2017

Forecast Year: 2022

Pages: 100, Figures: 44, Tables: 25