In clean india, cleaner sales sparkle

1. In Clean India,
Cleaner Sales Sparkle
AWARENESS ON THE RISE The toilet cleaner segment, which
was growing at 3-6%, has seen a sudden 10-12% growth in
quarterly sales since October last when the Prime Minister
launched the Swachh Bharat mission

2. Contd..
Consumer product sales may be going down the toilet, but toilet cleaner
sales growth has more than doubled since the launch of PM Modi's pet
project Swachh Bharat, latest IMRB consumption data shows. The toilet
cleaners segment, which was growing at 3-6% in the past few years, has seen
a sudden surge of 10-12% growth in quarterly sales since October last year
when the sanitation programme was launched. “Very clearly, we are seeing
an upward trend in toilet and bathroom cleaner purchases after October,
2014. Interestingly, the growth is driven by rural markets,“ said Manoj
Menon, group business director at IMRB Kantar Worldpanel, which studies
consumption patterns through volume sales. Rural markets, where most of
the nearly one crore commodes were installed, saw a 30-60% growth in the
past three quarters between October and June, a phenomenal jump given
that the segment was declining a year ago. The data also revealed that
nearly 60 lakh households used toilet cleaners during the recent June
quarter compared with 42 lakh a year ago in the hinterland.

3. Contd..
“The construction of household toilets is resulting in a growing awareness
about sanitation and hygiene, and people in rur al India are buying quality
sanitation products for their households,“ said KK Chutani, executive director,
consumer care business at Dabur India that sells Sanifresh toilet cleaners.
“This growing awareness about sanitation and cleanliness is helping drive
demand for branded toilet cleaners.“ Homegrown Dabur rolled out a
`Swachh Toilet, Swachh Bharat Abhiyan', which will provide germ-free public
toilets across the country.
Potty Training
From scaring consumers about the dangers lurking beneath their bottoms to
spreading awareness on better hygiene practices, marketers of bathroom
sanitation products such as Reckitt Benckiser, Hindustan Unilever and Dabur
are doing their bit too.

4. Contd..
For instance, HUL through its Domex Toilet Academy, made toilets accessible
and affordable, while promoting the benefits of clean toilets and good
hygiene. “We aim to provide innovative solutions and create self-sus taining
delivery models which generate both public health benefits and business
growth while simultaneously enhancing livelihoods by enabling local
ownership and entrepreneurship,“ said an HUL spokesperson.
Reckitt Benckiser, that sells market leader brand Harpic, has roped in
Amitabh Bachchan as ambassador to cover villages in nearly a dozen states,
pledging ` . 100 crore for its cleanliness drive. “Projects like these do
translate into consumers buying more hygiene products, but the big impact
will be in the long term. Our immediate priority is to change consumer
behaviour,“ Reckitt Benckiser regional director, South Asia, Nitish Kapoor, had
told ET last month.

5. Contd..
Pricing Strategy
Not everyone grabbed the cleaners just because of a higher awareness initiative. Pricing
strategy by companies helped too as both Reckitt and Dabur launched smaller packs of
200-ml at an affordable ` . 24-30, especially for rural markets to generate more trials and
usage. This, in contrast, to their products that are sold at an average . 50-70 for a half litre
pack and over ` . 100 for a litre pack of toilet cleaners ` in urban markets.
Experts feel that many consumers, who traditionally used products such as acid, bleach
and detergents, could have shifted to branded products as reach for such products is just
10%.“Consumer awareness for sanitation and hygiene need in rural and semiurban areas
has gone up where more consumers not just bought cleaners but also upgraded within
category to using products designed for germ removal. With overall penetration for the
category still low, such a start could have forced many more consumers reaching out for
cleaning and hygiene products in time to come,“ said Devendra Chawla, president, food
and FMCG at Future Group that ran a `Safai Mela' to mainly promote its own brand Clean
Mate last Diwali.

6. Contd..
At present, Clean Mate outsells national brands such as Domex and
Harpic in its stores with over 50% share in volumes and has grown 400
basis points at 16% since a year ago period.
The World Health Organization and the United Nations Children's
Education Fund (UNICEF) estimate that there are more than 620 million
people engaged in open defecation due to lack of access to proper
sanitation and 60% of all open defecation is in India.

7. For details and bookings contact:-
Parveen Kumar Chadha… THINK TANK
(Founder and C.E.O of Saxbee Consultants & Other-Mother
marketingandcommunicationconsultants.com)
Email :-saxbeeconsultants@gmail.com
Mobile No. +91-9818308353
Address:-First Floor G-20(A), Kirti Nagar, New Delhi India Postal Code-110015