HAND WASH MARKET

Hand Wash market is close to 300 crore which stands at a fraction of total soap
market in India of 3000core.
It is growing with a CAGR of 37% in liquid hand wash category
Dettol is the leader in hand wash market with 53% market share followed by
lifebuoy with 29% market share.
However, comparing the overall market share Lifebuoy leads with 14% and
Dettol trails with 8.2%.

MARKET SHARE

Initially the soaps were preferred as the most effective medium to wash hands
because of cost effectiveness but now the trend has moved toward the liquid
soaps.

Strong awareness amongst people towards maintaining hygiene.

Schools have come forward in providing lessons to the children to maintain hand
hygiene habits.

There was a time when most of the sales was contributed by Institutions( Offices
etc) but now the trend has moved a step further by rapidly growing in
households.

With the recent Swach Bharat Abhiyaan, the drive to spread the message is
becoming stronger with many brands actively utilizing the platform to get their
brand message across to the consumers.

TRENDS IN HAND WASH MARKET IN INDIA

Increasing awareness about personal hygiene and sanitation( Swine flu).

Government efforts

Celebrating Global Hand Washing day in schools (15th October)

Major brands organizing workshops in schools across India.

Unique promotional Ideas:Lifebuoy ran a unique ROTI REMINDER campaign in

theworlds largest religious festival in India-Kumbh Mela-Haridwar

New Product Delivery Information eg. No touch hand wash

GROWTH DRIVERS OF HAND WASH MARKET

S. No.

Brand Name

Quantity

Price

1.

Lifebuoy Activfresh

200 ml

54

2.

Lifebuoy Nature

900 ml

145

3.

Dettol Original

900 ml

154

4.

Dettol Sensitive

185 ml

35

5.

Savlon Liquid

250 ml

69

6.

Pears Pure and Gentle

237 ml

100

7.

Palmolive liquid

300 ml

60

8.

Palmolive Liquid refill

200 ml

33

9.

Apollo Hand Wash

250 ml

52

10.

Godrej Protekt

250 ml

81

COMPARATIVE PRICE OF DIFFERENT

BRANDS IN INDIA

S. No.

Brand Name

Quantity

Price

11

Santoor Hand Wash

250ml +180ml +180 ml

152

12

Santoor Hand Wash

250ml +180ml

80

13.

Assure Hand Wash

150 ml

85

14.

On & On Hand Wash

200 ml

180

15.

Dalan hand Wash

400 ml

175

16.

Wild Fern Hand Wash(NZ)

180 ml

1359

17.

Victoria Hand Wash

300 ml

1099

18.

Fem hand Wash

250 ml

64

19

Chandrika Hand Wash

250 ml

55

20.

Care Mate Hand Wash

250 ml

55

21.

Sach Hand Wash

250 ml

60

COMPARATIVE PRICE OF DIFFERENT

BRANDS IN INDIA

Pricing is the second most important component of marketing mix.

It is assumed that man is a rational human being.
Consumers are assumed to follow the principle of maximum utility based on the
law of diminishing marginal utility.
Based on certain predictions:

Price Effect

Substitution Effect

Income Effect

ECONOMIC MODEL OF CB

NICOSIA CONFLICT MODEL