Growing urbanization, rising disposable incomes, convenience of liquid over bar, wars between multinationals, aesthetics and attractive packaging are the factors which will attract Indian consumers towards liquid dishwashing cleaners.

1. Liquid utensil cleaners are expected to outpace the growth of bars in India:
Bonafide Research
Growing urbanization, rising disposable incomes, convenience of liquid over bar, wars
between multinationals, aesthetics and attractive packaging are the factors which will attract
Indian consumers towards liquid dishwashing cleaners.
In India, household supplies and cleaners are seeing a spurt in growth. Increasing
household budgets have allowed for new categories to enter the household. Indian
housewives are now open to spend incrementally on specialty cleaning products. Over
decades ago, Indian consumers used to wash utensils with laundry detergents. Then
detergent specially designed to clean the dishes were launched. However, it was only after
dishwashing bars launch that this category started growing intensely.
According to recently published report of Bonafide Research “India Utensil Cleaner Market
Outlook, 2021”, utensil cleaners are growing with more than 15% CAGR from last five
years. Among all the product types, liquid cleaners are the fastest growing segment. The
convenience offered by the liquid format and the reduction in wastage as compared with the
bar format made the former a popular choice, especially in urban households. Urban
consumers are rapidly shifting towards liquid since it offers more economy and convenience.
Apart from urban consumers, rural markets are also expected to outperform as rural
consumers are evolving towards a broader notion of value which involves aspects of price
combined with utility, aesthetics and features, and not just low prices.
The dish washing liquid was first introduced to India in 1999 by Henkel in the form of Pril,
which is now taken up by Jyothy Laboratories. The other major brands who were
subsequently introduced to the market were Vim, Exo, Xpert and recently Dettol. HUL's Vim
faces intense competition from Jyothy Laboratories in the form of Pril and Reckitt &
Benckiser in the form of Dettol, both of which have strong brand equity due to the long

2. presence of the brands in the Indian market. War between HUL and Reckitt Benckiser, over
Vim and Dettol, is set to create a stir in the low involvement category like dishwashing.
Dishwashing liquids are targeted mostly at urban upper middle class home makers and here
the users are home maids rather than home makers. It was difficult to teach house maids to
use the liquid efficiently. Moreover, as liquid products were expensive, home makers were
reluctant to give it to maid servants to use. Manufacturers realized this problem and started
targeting the maids as they are influencer like a mechanic for car spare parts. According to
Anita Patil, Sr. Research Analyst at Bonafide Research, "There is high sale of 400 ml liquid
cleaners in first week as compared to rest of weeks, as the wife has disposable income at
the start of the month. Subsequently she may go for 200 or 100 ml as per the requirement.
Hence, different packaging size is also contributing the category to expand." Refill packs are
also available in the market which permits the repeated use of the actual container simply by
refilling the contents.