The soap manufacturing industry is one of the oldest industries operating in the FMCG sector in India, and accounts for more than 50% of the consumer goods sector. The soap and detergent industry covers laundry and toilet soaps, and synthetic detergents in the form of liquid, powder, and bar. Bar soaps can be classified into three sections—premium, popular, and economic. Read More: https://bit.ly/2COoS8b

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2. 2
Executive summary
Socio-economic indicators
Table of contents
Introduction
India soap market overview
India soap market segmentation
Key product features – top 10 players
Trade analysis
Market influencers
Market trends
Competitive landscape
Appendix

3. 3
Executive summary
Overview
Trends2016 2018 2023
INR Bn
• The soap market in India is expected to expand at a compound annual growth rate (CAGR) of x% between FY 2018 and FY 2023,
to reach a value of INR x Bn by the end of FY 2023
• Companies like Colgate Palmolive (India) Ltd., Godrej Consumer Products Ltd., Hindustan Unilever Ltd., and ITC Ltd. are some of
the major contributors to the growth of the market
• xx
• Soaps are available across multiple retail formats, ranging from small kirana stores to large retail chains and online stores
• Increasing demand for soaps has encouraged many online retailers such as Nykaa, Amazon, and Flipkart to provide attractive
deals with wider range of products to masses
• Increased internet penetration across rural areas is expected to help consumers explore different kinds of high quality soaps
offered by the market, and avail lucrative offers online
• xx
• More than 1/3rd of adults claim that they look for anti-bacterial features in their soaps and shower products
 This is developing an opportunity for the manufacturers to position themselves as providers of hygienic solutions to customers
• xx
• Presence of harmful chemicals and other toxic elements in soaps often lead to allergies, migraines, and other health issues, thereby making
people averse towards using specific products
• Due to the reduction in circulation of currency notes, many manufacturers have recorded a decrease in production by x%, since January 2017
• xx

4. Total population
2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Bn
2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Personpersq.km
Population density
Socio-economic indicators
4

5. • The soap and detergent industry covers laundry and toilet soaps, and synthetic detergents in the form of liquid, powder and bar
• Bar soaps can be classified into three segments - premium, popular, and economic
• xx
Bath and
shower
products
xx xxxx xx xx xxxx xx
xxxx xxxx
Personal careHousehold care Food and beveragesHealth care
FMCG
Market definition and structure
5

6. FY 2016 FY 2017 FY 2018
INRBn
6
• The soap market in India is projected to expand at a CAGR of x% between FY 2018 and FY 2023, to reach a value of INR x Bn, from its FY 2016 value of INR x Bn
• Personal wash products are expected to expand at a CAGR of x% during FY 2018 to FY 2023
• Government of India’s Swachh Bharat Mission has boosted the soap market
• Currently, there are around x Mn retail outlets in India which sell soaps, out of which x Mn operates in rural areas
• xxKey
observations
• The soap segment has the largest share in the FMCG category in India, with bathing soaps having a share of x% in urban, and x% in rural areas
• The beauty and skin care sub-category accounts for ~x% of the total sales of soap in India
• Herbal soap is the fastest growing category in the Indian soap market
• Increasing awareness about hygiene in rural areas is providing growth opportunities to several players
• xx
Soap market in India - overview
FY 2019e FY 2020e FY 2021e FY 2022e FY 2023e
INRBn
India historical market (based on value)
India forecasted market (based on value)
CAGR (2016-2018): x% CAGR (2019-2023): x%

7. Segments
Based on product
• Lux
• Santoor
• Dettol
• Vivel
• Others
• The soap market in India is segmented based on brands, (Lux, Dove, Pears, Santoor, etc.), category (beauty soaps, health soaps, and others), and players operating in the
market (Hindustan Unilever, ITC, Wipro, and others)
• Among the top players, Hindustan Unilever Ltd. recorded maximum market share in FY 2018
• xx
• Beauty soaps
• Health soaps
• Others
Based on category
SoapmarketinIndia
Segments
Based on market players
• Hindustan Unilever Ltd.
• ITC Ltd.
• Wipro Ltd.
• Godrej Consumer Products Ltd.
• Others
• Rural
• Urban
Based on consumption
Market segmentation
7

8. Beauty soaps
Health soaps
Others
Market segmentation (continued)
Key observations
FY 2017
Based on product Based on category
Lux
Santoor
Dettol
Vivel
Others
FY 2017
• In India, ~x% of the overall soap market is captured by Lux, followed by Santoor and Vivel
• Various beauty soaps have bagged nearly half of the market share across India
• During FY 2017, the beauty soaps segment dominated the domestic soap market with a share of ~x%, followed by the health soaps segment
• Popular beauty soap brands operating in India include Lux, Dove, Pears, Santoor, and Vivel
• In FY 2017, Lux was the leading soap brand with a market share of ~x%, followed by Santoor, Vivel and other brands
• xx
8

9. Company name Types of soap manufactured Brands Features
Colgate Palmolive (India) Ltd. xx xx xx
Godrej Consumer Products Ltd. xx xx xx
Hindustan Unilever Ltd. xx xx xx
ITC Ltd. xx xx xx
Jyothy Laboratories Ltd. xx xx xx
Wipro Ltd. xx xx xx
Cholayil Pvt. Ltd. xx xx xx
Karnataka Soaps and Detergents Ltd. xx xx xx
The Himalaya Drug Company xx xx xx
Reckitt Benckiser (India) Pvt. Ltd. xx xx xx
Key product features – top 10 players
9

10. • Fierce rivalry exist among the
top brands in the market
• xx
Threat of new entrant
Buyer powersThreat of substitutions
Supply power
Competitive rivalry
• Willingness to try new and better
products encourage new entrants to
the soap market
• xx
• The low switching costs of products
control the buying patterns of price
sensitive customers
• xx
• Manufacturers often have long term
supply agreements with raw material
providers
• xx
• Close substitutes for soap bars
include shower gels
• xx
Porter’s five forces analysis
10

11. Export: HS code
2015 2016 2017 2018
Export (value)
2015 2016 2017 2018
Export (volume)
11

12. Export segmentation: HS code
Country-wise segmentation (based on value)
Country A
Country B
Country C
Country D
Country E
Country F
2017
Country A
Country B
Country C
Country D
Country E
Country F
2018
Country-wise segmentation (based on volume)
Country A
Country B
Country C
Country D
Country E
Country F
Country A
Country B
Country C
Country D
Country E
Country F
2017 2018
12

13. Import: HS code
2015 2016 2017 2018
Import (value)
2015 2016 2017 2018
Import (volume)
13

14. Import segmentation: HS code
Country-wise segmentation (based on value)
Country A
Country B
Country C
Country D
Country E
Country F
2017
Country A
Country B
Country C
Country D
Country E
Country F
2018
Country-wise segmentation (based on volume)
Country A
Country B
Country C
Country D
Country E
Country F
Country A
Country B
Country C
Country D
Country E
Country F
2017 2018
14

15. Market drivers
• Recently, Indian consumers are looking for ultra-benefit offerings provided by premium
soaps
• Fragrance has turned out to be a vital ingredient in personal care products
• Further, integrating cooling agents and herbal ingredients in bathing soaps is attracting
more customers
• xx
01
Introduction of new products with upgraded features
• Health Literacy Programs started by the government are encouraging the use of soaps in rural
areas
• Moreover, increasing internet penetration across the country is expected to help rural
consumers explore the soap market and avail offers online
• Growing awareness about sanitation and increasing disposable income in rural India are
acting as key drivers for the growth of the market
• xx
02
Increasing rural consumption
15

16. • Most of the chemicals used in soaps often prove to be harmful for skin
• Improper composition of chemicals in bathing soaps often cause allergies, and may
often lead to migraines and other health issues
• Presence of chemicals and other toxic elements in soaps often discourages
consumers from using them
• xx
01
• Withdrawal of INR 500 and INR 1000 currency notes by the Reserve Bank of India (RBI) has negatively
affected the soap market in India
• Due to reduction in circulation of currency notes, many manufacturers have recorded a decrease in
production by x%, since January 2017
• xx
02
Impact of demonetization
Impact of harmful ingredients in soap
Market challenges
16

17. 17
Soap as an instrument
of hygiene
Soap as a therapeutic
agent
• More than 1/3rd of the adults claim to look for anti-bacterial features in soaps and
shower products
• xx
• With an increasing inclination towards Ayurveda, customers are currently
considering the use of organic soaps as part of therapy to relax their minds and
bodies
• xx
Key market trends

18. Public: domestic company – company A (continued)
18
Company information
Products and services
Corporate address xx
Tel no. xx
Fax no. xx
Website xx
Year of incorporation Xx
Stock exchange : ticker xx
Key people
Name Designation
Person 1 xx
Person 2 xx
Person 3 xx
Person 4 xx
Business description
• xx
Category Products and services
Category 1 xx
Category 2 xx

19. 19
Financial snapshot
2015 2016 2017 2018
Particulars FY 2015 FY 2016 FY 2017 FY 2018
Profitability ratios
Gross margin % xx xx xx xx
Net income margin % xx xx xx xx
EBITDA margin % xx xx xx xx
EBITA margin % xx xx xx xx
EBIT margin % xx xx xx xx
Return on assets % xx xx xx xx
Return on capital % xx xx xx xx
Return on equity % xx xx xx xx
Return on common equity % xx xx xx xx
Liquidity ratios xx xx xx xx
Current ratio xx xx xx xx
Quick ratio xx xx xx xx
Leverage ratios xx xx xx xx
Total debt/equity xx xx xx xx
Total debt/capital xx xx xx xx
Interest coverage xx xx xx xx
Efficiency ratios xx xx xx xx
Total asset turnover xx xx xx xx
Fixed asset turnover xx xx xx xx
Accounts receivable turnover xx xx xx xx
Inventory turnover xx xx xx xx
Key ratios
Indicators Value
Market capitalization (INR Mn) xx
Total enterprise value (INR Mn) xx
Key financial performance indicators
Public: domestic company – company A (continued)

20. Key business segments Key geographical segments
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Country A
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Segment 1
Company A
has been operating solely in the
business of segment 1 for the last four
years
Company A
has been operating solely in country A
for the last four years
28
Public: domestic company – company A (continued)

21. Private: domestic company – company B (continued)
21
Company information
Products and services
Corporate address xx
Tel no. xx
Fax no. xx
Website xx
Year of incorporation xx
Key people
Name Designation
Person 1 xx
Person 2 xx
Person 3 xx
Person 4 xx
Business description
• xx
Category Products and services
Category 1 xx
Category 2 xx

22. Appendix
22
Research methodology
Secondary research
Print media
Annual reports
of companies
Leading
newspapers
Magazines and
journals
Open sources
Company
website
Premium
databases
Electronic
media
Developed by an internal team of market analysts who track government statistics, consumer and trade association statistics, market research reports, annual company reports and
accounts, directories, press articles from around the world and online databases. The effect of macroeconomic and demographic factors influencing consumer spending patterns have
been considered while analyzing the current market dynamics and predicting growth forecasts.

23. Appendix
23
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