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1. Soap Market – India
May 2017
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2. Soap Market in India 2017
Executive Summary
Market Overview
Drivers and
Challenges
Competitive
Landscape
 Soap market in India is expected to grow at a CAGR of X% between FY 2016 and FY 2021, to reach a value of INR X bn from its FY 2015 value of INR X
bn
 Soap market is one of the oldest FMCG industry in India and accounts for more than X% of the consumer goods sector
 Soap is among the highest penetrated category of personal wash, reaching X% of urban and X% of rural households
 Company 1’s XXX product is the largest brand in the Indian soaps market, controlling a X% share
 Company 2 has been popular for its iconic antiseptic brand XXX in India since 1933, which has a X% share
 All the major companies are working closely with their vendors and customers to ensure smooth transition to GST
 Government’s Swachh Bharat Mission has boosted the soap market in India
 Competitors in the health and hygiene soap segment include Brand1, Brand2, Brand3
Drivers
 Rise in income and living standard
 Introduction of new products with new fragrances
 Easy availability and accessibility
 Increase in rural consumption
 Implementation of GST
Challenges
 Effect of demonetization
 Harmful effects of chemicals used in soaps
2
Major Players
Colgate Palmolive (India) Ltd. Godrej Consumer Products Ltd. Hindustan Unilever Ltd. ITC Ltd.
Wipro Ltd. Cholayil Pvt. Ltd.. The Himalaya Drug Company Reckitt Benckiser (India) Pvt. Ltd

3. Socioeconomic Indicators
Market Overview
Market Influencers
Competitive Landscape
Recent Developments
Appendix
3
Trade Analysis

4. Soap Market in India 2017
Socioeconomic Indicators
Total Population
4
Population Density
1,500
1,000
500
0
mn X%
2020
k
2019
j
2018
i
2017
h
2016
g
2015
f
2014
e
2013
d
2012
c
2011
b
2010
a
0
100
200
300
400
500
Persons per sq. km
e1
2013
d1
2012
c1
2011
b1
2010
a1
j1
2018
i1
2017
h1
2016
g1
2015
f1
2014
k1
2020
Y%
2019

5. Soap Market in India 2017
Market Definition & Structure
5
• Soap is a substance that loosen and remove oil from the surface
• Soaps are used for personal hygiene, sanitization or cleaning clothes and linens
• Soaps are made from fats and oils, or their fatty acids, by treating them chemically with a strong alkali with added perfume and coloring
• Some soaps help to moisturize dry skin, while others aid in maintaining oily skin
• The soap and detergent industry covers laundry and toilet soaps and synthetic detergents in the form of liquids, powders and bars
• Bar soaps can be classified into three segments; premium (Lux, Dove), popular (Nirma, Cinthol), and economy (Nirma Bath, Lifebuoy)
Focus of Study
XX XX X X XX X
XBar Soap XX
XX XX
FMCG

6. Soap Market in India 2017
Market Overview
6
Market Size & Growth Forecast
0
50
100
150
200
250
X
FY 2020e
X
FY 2019e
X
FY 2018e
X
FY 2017e
X
FY 2022e
XX%
INR bn
FY 2021eFY 2016
X
FY 2015
X
• Soap market in India is expected to grow at a CAGR of X% between FY 2016 and FY 2022, to reach a value of INR X bn from its FY 2015 value of INR X bn
• Personal wash products are expected to grow at a CAGR of X% during the FY2016 and FY2021 period
• Soap segment is amongst the largest FMCG category in India with X% of urban and X% of rural Indians using soap for bathing
• The beauty and skin care sub-category accounts for ~X% of the total sales of soap market in India
• Herbal soap is the fastest growing category in the Indian soap market
 Herbal and medicinal soap segment is dominated by XXX and XXX
• Soap market has also got a boost with Government of India’s Swachh Bharat Mission
 Every soap maker in the country has gained from the initiative and encroached on the category to capitalize on growth
Current Market Scenario

7. Soap Market in India 2017
Market Segmentation
7
Product-Wise Segmentation
FY 2013
X%
X%
X%X%
X%
X%
X%
X%
X%
X%
X%
OthersBrand 10Brand 9Brand 8Brand 7Brand 6Brand 5Brand 4Brand 3Brand 2Brand 1
FY 2014 FY 2015
X%
X% X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X% X%
X%
X%
X%
X% X%
X%
X%
X%
• In 2015, India has a soap market of INR X bn, where XXX is a prominent leader with a market share of X%
• The main players in soaps are XXX, XXXand XXX
• Company 1 XXX is the largest soap brand in India with a market share of X%
• Company 1 dominates the soap market with its brands XXX,XXX,XXX
• XXX being an old brand, is losing its market share year by year
• Market share of XXX is aggressively increasing and has become the third largest selling soap in India with X% share in the soap market
• XXX is the most sought after bathing product and is successful in maintaining a constant market share
• Competitors in the health and hygiene soap segment include Brand1, Brand2, Brand3

8. Soap Market in India 2017
Market Segmentation
8
X%
X%
X%
Category 3Category 2Category 1
Category-wise Segmentation
FY 2014 FY 2016
X%
X%
X%

9. Soap Market in India 2017
Export: 340111
9
Export (Value)
0
1,000
2,000
3,000
4,000
5,000
INR mn
X%
FY 2017 (Apr-Feb)
X
FY 2016
X
FY 2015
X
FY 2014
X
FY 2013
X
0
10,000
20,000
30,000
‘000 Kgs X%
FY 2017 (Apr-Feb)
X
FY 2016
X
FY 2015
XX
FY 2014
X
FY 2013
X
Export (Volume)

10. Soap Market in India 2017
Export Segmentation: 340111
10
Country-Wise Segmentation (Value-Wise)
FY 2016 FY 2017 (Apr-Feb)
Country-Wise Segmentation (Volume-Wise)
X%
X%
X%
X%
X%
X%
X%
Country 5
Country 6
Others
Country 4
Country 3
Country 2
Country 1
X%
X%
X% X%
X%X%
X% Country 3
Country 2
Country 1
Country 6
Country 4
Country 5
Others
FY 2016 FY 2017 (Apr-Feb)
X%X%
X%X%
X%
X%
X%
Country 6
Others
Country 5
Country 4
Country 2
Country 3
Country 1
X%
X%
X% X%
X%
X%
X%
Country 3
Country 4
Others
Country 6
Country 5
Country 2
Country 1

11. Soap Market in India 2017
Market Drivers
11
• Per capita disposable income in India is
increasing at a steady rate
 Nominal per capita income is estimated to
grow at a CAGR of X% during the period
2010-2019
 India’s GDP is expected to grow at a rate of
X% in FY 2018 and X% in FY 2019
• Rise in income allows customers to spend
more on discretionary items and higher
value products
• Increase in income has pushed the
purchasing power capacity of the consumer
to buy more premium products
• Changing lifestyle and increased hygiene
consciousness has attracted customers to
buy natural and organic soaps and
shampoos
• Rising disposable income with changing
preference is one of the major growth
factors for the soap market
Rise in income and living standard of people
Introduction of new products with new
fragrances
Easy availability and accessibility

12. Soap Market in India 2017
Competition
12
List of Major Players
Name Website
Company 1
Company 2
Company 3
Company 4
Company 5
Company 6
Company 7
Company 8
Company 9
Company 10

13. Soap Market in India 2017 13
Company Information
Products and Services
Category Products/Services
XX XX
Corporate Address
Tel No.
Fax No.
Website
Year of Incorporation
Stock Exchange : Ticker
Key People
Name Designation
Person 1 Chairman and Managing Director
Person 2 Chief Executive Officer
Person 3 Group President
Person 4 Chief Financial Officer
Business Description
• XX
Public: Domestic Company – Company 1

14. Soap Market in India 2017 14
Key Ratios
Particulars 2013 2014 2015 2016
Profitability Ratios
Gross Margin %
Net Income Margin %
EBITDA Margin %
EBITA Margin %
EBIT Margin %
Return on Assets %
Return on Capital %
Return on Equity %
Return on Common Equity %
Liquidity Ratios
Current Ratio
Quick Ratio
Leverage Ratios
Total Debt/Equity
Total Debt/Capital
Interest Coverage
Efficiency Ratios
Total Asset Turnover
Fixed Asset Turnover
Accounts Receivable Turnover
Inventory Turnover
Financial Snapshot
Key Financial Performance Indicators
Indicators Value (13/02/2017)
Market Capitalization (INR mn)
Total Enterprise Value (INR mn)
EPS (INR)
PE Ratio (Absolute)
Net Profit / LossTotal Income
0
500
1,000
1,500
0
10
20
30
40
50
60
INR mnINR mn
FY 2016
XX
XX
FY 2015
XX
XX
FY 2014
XX
XX
FY 2013
XX
XX
Public: Domestic Company – Company 1 (Continued)

15. Soap Market in India 2017 15
Key Business Segments Key Geographic Segments
0%
20%
40%
60%
80%
100%
FY 2016
XX%
FY 2015
XX%
FY 2014
XX%
XX%
XX%
FY 2013
Xx%
XX%
20%
0%
100%
80%
60%
40%
XX%
FY 2016
Country 1Segment 4Segment 3Segment 2Segment 1
Public: Domestic Company – Company 1 (Continued)
Company 1 has been operating solely
in Country 1 over the last four years

16. Soap Market in India 2017 16
Company Information
Products and Services
Category Products/Services
XX XX
XX XX
XX XX
Corporate Address
Tel No.
Fax No.
Website
Year of Incorporation
Key People
Name Designation
Person 1 Chairperson
Person 2 Managing Director
Person 3 Director (Finance)
Person 4 General Manager (HRD / Projects)
Business Description
Private: Domestic Company – Company 2

17. Soap Market in India 2017
Recent Developments
17
Date Category Description Impact
May 6, 2017 Product Launch Medium
Feb 28, 2017 Promotions and Branding Medium
Feb 6, 2017 Product Launch Medium
Sep 26, 2016 Restructuring Medium
Jul 13, 2016 Capacity Expansion Medium
Dec 18,2015 Product Expansion High

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