Soap 4i1852

Introduction

Introduction • Soap was introduced in India by the Lever Brothers during the British reign in the country. There after soaps were imported from England and marketed in India

Introduction

• In 1918, Mr. Jamshedji Tata set up India's first indigenous soap manufacturing unit when he purchased the Coconut Oil Mills at Cochin Kerala • The Tata Oil Mills Company and its first branded soaps appeared on the market in the early 1930's

Indian Soap Industry

dian Soap Industry • Size of the Indian Soap Industry: The Indian Soap Industry includes about 700 companies with combined annual revenue of about $17 billion • Output per annum: Indian per capita consumption of soap is at 460 gms per annum • Market Capitalization: 70% of India's population resides in the rural areas and around 50% of the soaps are sold in the rural markets

Indian Soap Industry • • • • •

The toilet soaps market is estimated at 530,000 TPA including small imports where the Hindustan Lever is the market leader The market has several, leading national and global brands and a large number of small brands The popular brands include Lifebuoy, Lux, Cinthol, Liril, Rexona, and Nirma soaps are estimated to have a market volume of about 80,000 tonnes. This translates into a share of about 14 to 15%. However, by value it is as much as 30% Soap is primarily targeted towards women, as they are the chief decision-makers in of soap purchase and for Medicated positionings like germ killing and anti-bacterial

Indian Soap Industry • Bath soaps’ tops the list among the most d consumer products in the Fast Moving Consumer Goods (FMCG) industries, India • Most expensive soap as of date in India: Mysore Sandal Millennium priced at Rs 720 per piece of 150 gram

Indian Soap Industry • • •

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India is a country with a population of 1,030 million people. With the household penetration of soaps is 98% People belonging to different income levels use different brands, which fall under different segments, but all income levels use soaps, making it the second largest category in India Rural consumers in India constitute 70% of the population. Rural demand is growing, with more and more soap brands being launched in the discount segment targeting the lower socioeconomic strata of consumers. Soap manufacturers originally targeted their products to the lowest income strata in urban as well as rural areas However, soap positioning's are moving towards skin care as a value-added benefit

Indian Soap Industry

Commercial Soaps

Brands

Brands

Brands

Niche Category Handmade Soaps

Niche Category Handmade Soaps • •

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The market share for handmade soaps in India is very nascent An estimation of the market share of natural handmade soaps would be difficult as the major segment of the soap market, like HUL, produces commercial bars that mostly restrict to the basic benefit of soap, which is cleansing, unlike handmade soaps that serve many more benefits Some of the leading naturally handmade soap brands in India include The Body Shop and Forest Essentials

Niche Category Handmade Soaps • • • •

The market for natural handmade soaps will grow as the awareness amongst consumers grows The consumer of today is highly aware and reads ingredients, label information and is knowledgeable on various ingredients The nature of the handmade soap industry lends itself better to small, niche brands rather than mass-market brands However, several companies like Forest Essentials, LUSH, Fab India-Sana, Khadi and smaller brands like Nyasa, Soap Opera have been active in the market for the last 7 to 8 years

Khadi Natural

Khadi Natural •

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Gramodaya Ashram, is one of the leading manufacturers and suppliers of khadi fabrics and herbal items in India. They are engaged in manufacturing of Khadi, Khadi herbal shampoo, khadi handmade soap Paraben free shampoo and Glycerin transparent soap From last five decades Gramodaya Ashram institution is trying to help village people; partially or fully for employment at their own places They are highly engaged in fabricating an exclusive range of soaps along with products in the categories of skincare, hair care, body care, aroma therapy http://www.khadinatural.com/about-us

Fab India

Fab India • •

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Fabindia is India's largest private platform for products that are made from traditional techniques, skills and hand-based processes Fabindia links over 55,000 craft based rural producers to modern urban markets, thereby creating a base for skilled, sustainable rural employment, and preserving India's traditional handicrafts in the process Fabindia covers a range of products from apparels, furniture, skincare, bath soaps, hair care, etc http://www.fabindia.com/

Gulnar Handmade Soaps

Gulnar Handmade Soaps • Gulnar is a brand of Natural Handmade soaps • The brand is named after Gulnar, the woman who started the brand • Every new Gulnar product is used and tested by her five-year old son and husband • Gulnar soaps are handcrafted by rural women groups in India using natural ingredients like real leaves, petals and naturally occuring scrubs. They are sliced by hand and wrapped in a transparent film to showcase their natural ingredients •

https://www.facebook.com/GulnarHandmadeSoaps/info

Forest Essentials

Forest Essentials • Forest Essentials was founded in the year 2000. After many years of development with trained Ayurvedic physicians, a range of natural skin care and hair care products was evolved • Since 2000, Forest Essentials has changed the course of beauty, Building on the cultural foundations of the past and utilizing the evolving research and technology of the present, Forest Essentials

creates the future traditions of beauty • The soaps were made by hand, using traditional Indian recipes • Their products are made in the Himalayas, in villages in Uttaranchal, using local labor The spring water used in their products has therapeutic and regenerative qualities and has been certified by laboratories in as being rich in mineral deposits, which makes for its unique properties •

http://www.forestessentialsindia.com/about-us.html

Nyassa

Nyassa • Ishween Anand started Nyassa in 2007 • Finding customers for the product during the initial phases was difficult. She spoke to owners of Atria Mall, Mumbai and gained permission for her to sell her soaps there • Within the first week of setting up stall at Atria, Ishween received orders from merchandisers like The Bombay Store and Reliance Wellness • Nyassa is currently undergoing the process of rebranding and repositioning and the new brand will be unveiled in couple of months • So far marketing for the brand has mostly been through below-the-line activities like sampling and exhibition • •

http://www.nyassabathandbody.com/# http://yourstory.com/2013/05/an-entrepreneur-is-one-who-follows-her-ion-like-ishween-anand-did

Body Shop

Body Shop •

The Body Shop is a leader in promoting greater corporate transparency, and have been a force for positive social and environmental change through their campaigns around their five core Values: Community Fair Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet • They also have their own charity, The Body Shop Foundation which was launched in 1990- the Foundation's focus is to assist those working to achieve progress in the areas of human and civil rights, environmental and animal protection • They are part of the L'Oréal family •

http://www.thebodyshop.in/

Body Shop • • • •

In an endeavor to highlight girls’ education as one of the crucial and sensitive issues of today, the Body Shop India has launched the S.H.E – Her Education campaign It’s a one year long campaign that will be focused on providing education, healthcare and food to 100 underprivileged girls Through the 100+ stores of The Body Shop India, funds will be raised to the education of 100 underprivileged girls Every customer will be requested to donate a small amount of Rs 10 with their purchase. The launch of the campaign was carried out at Select Citywalk, Saket, New Delhi

Body Shop

Competitive Mapping

Godrej- Cinthol • •

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Godrej's soap brand Cinthol has moved from 24-hour confidence to the recent 'Alive is Awesome‘ Cinthol claims that the new strategy has three objectives, including a connect to a younger TG (target group), entry into the segment of the personal grooming category and delivery of a product experience that makes one feel alive http://www.afaqs.com/news/story/35587_Macho-Cinthol-takes-a-youthful-turn

HUL- Lifebuoy •

The soap brand from Hindustan Unilever has come up with an innovative campaign at the Kumbh Mela, where it is distributing stamped chapattis to people with the message, 'Did you wash your hands before beginning your meal’

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http://www.afaqs.com/news/story/36697_Lifebuoy-sends-out-branded-chapatis

HUL- Lifebuoy •

Lifebuoy's latest viral video addresses the issue of diarrhoea-related deaths in Indian villages that can be prevented by regular hand-washing. The online buzz generated by the film has led its makers to consider launching it on TV soon

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http://www.afaqs.com/news/story/36818_Lifebuoys-moving-message

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Lifebuoy has jumped into a fight involving stablemate Vim from Hindustan Unilever Ltd (HUL) to take on Dettol of Reckitt Benckiser (RB). It has used Lifebuoy soap to attack not Dettol soap but antiseptic liquid on the first page of Sunday Times. The headline reads: 'It's proven! Lifebuoy gives better germ protection than Dettol antiseptic liquid' - adding in smaller type, 'while bathing‘ Claiming to have been issued in public interest, the ad states how the soap brand is a more effective germ protector

HUL- Lifebuoy •

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In a very recent activity, Hindustan Unilever's hand wash brand Lifebuoy carried out an activation across the schools of Maharashtra and Uttar Pradesh to promote the habit of hand washing among the children before having their midday meal The brand installed a specially crafted rocking horse, making pumping a fun activity for kids. Children moved on the horse, which in turn pumped the water http:// www.afaqs.com/news/story/40778_Lifebuoys-jump-and-pump-promotes-clean-hands-in-sc hools

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Lifebuoy's "Gondappa" campaign, highlighted the preventable diarrhea-related deaths in Indian villages. Taking the 'Help a Child Reach Five‘ initiative ahead, Lifebuoy has made its way to Indonesia one of the biggest markets Set in the village, the poignant 'Tree of Life' campaign is the story of a mother's love, loss and longing after losing her child to diarrhea http://www.afaqs.com/news/story/41117_Lifebuoy---Act-II

HUL- Dove • •

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In 2008, HUL executives claim that Dove has grown by 100% in shampoos and by 42% in soaps To increase soap sales, Dove did what it does best all over the world - not use supermodels to endorse the brand. Rather it got real women who used the product to give testimonials of their experience with the brand The team identified close to 50 women from uppermiddle class Indian households and handed them trial packs of Dove soap. After trying out the brand, their reactions were recorded and the most spontaneous responses (8 of them) were chosen to be the face of the brand http:// articles.economictimes.indiatimes.com/2009-10-07/news/27642060_1_dove-toilet-soap-brand-hair-c are

Dove

Dove •

Dove Real Beauty Sketches is a short film produced in 2013 as part of the Dove Campaign for Real Beauty marketing campaign. The aim of the film is to show women that they are more beautiful than they think they are by comparing self-descriptions to those of strangers

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https://www.youtube.com/watch?v=XpaOjMXyJGk

Thank You!