The document provides an overview of the Indian toilet soap category, which is highly fragmented with over 250 brands. It notes that the popular soap segment contributes the highest volume at 37.2% and value at 42.2% of the total personal wash market. The discount soap segment is the only segment growing, while the carbolic soap segment is declining the most at 17% annually as consumers shift to other segments that provide additional benefits.

1. Toilet Soaps

2. Overview
 Highly fragmented category. Over 250 brands and
their variants
 Category primarily based on price segmentation
 Penetration level : 96%
 Total value: Rs 42,000 million (approx)
 Total volume: 4.5 lakh tonnes (approx)

3. Category is Based Primarily on Price
Segmentation
Premium
Carbolic
Lifeouy, OK, Nirma Bath
Discount
Nima Rose, LB Active, Godrej No.1,
Breeze, Nirma beauty
Popular
Lux, Hamam, Rexona, Margo,
Cinthol Fresh, Lifebouy, Fairglow
Liril, Pears, Dove,
Cinthol, LTI

4. Popular Segment Contributes the
Highest in Terms of Value and Volume
18.7
10.5
33.4
26.1
37.8
42.6
10.1
20.8
0.0
10.0
20.0
30.0
40.0
50.0
Carbolic Discount Popular Premium
Volume
Value

5. Carbolic soaps declined @17%, while discount soaps continue to grow @5%
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
1999 2000 2001 2002
Carbolic
Discount
Popular
Premium
Note : 2002 - Q 1
Volume

6. Popular soaps contributed 43% of the total personal wash market
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
1999 2000 2001 2002
Carbolic
Discount
Popular
Premium
Value

7. Premium Segment

8. Premium Segment
 Contribution to total personal wash volume : 43,000
tonnes (10.4%)
 Contribution to total personal wash value: Rs 900
crores (21%)
 Highly fragmented category. Over 100 players and their
variants

9. “Dettol protection. Trusted by
doctors.”
 Functional benefit: 24 hour protects from all types of germs
 Emotional benefit: Dettol takes care of my family’s health
• Value : 2.4%
• Volume: 3%
• SKU : 75 gms, 125 gms
• Price : Rs 15 for 75 gms

10. Liril
“Bindas Freshness”
 Functional benefit: Freshness
 Emotional benefit: Freshness that rejuvenates and makes you
come alive
• Variants : Icy Cool and Lime fresh
• Volume : 1.3%
• Value : 2.4%
• Price : Rs 15 for 75 g
• SKU : 75g

11. Mysore Sandal “ Damakti Twacha ke liye”
 Functional benefit: Sandal wood oil and moisturisers which
make the skin fragrant and radiantly beautiful.
 Emotional benefit: Timeless beauty
• Volume : 0.9%
• Value : 2%
• Price: Rs 16 for 75 gms
• SKU : 75 gms, 125 gms

12.  Variants: Amber , Oil control
 Functional benefit: Pure and gentle skincare with Glycerine
 Emotional benefit: Pure and gentle
• Volume: 0.85%
• Value: 2.27%
• SKU: 75 gms, 125 gms
• Price: Rs 19.50 and Rs 34

13. “Gazaab ka confidence, kitna aakarshak”
 Variant: Lime and Spice
 Functional benefit: Deodorant and skin nourishers that keep
you fragrant and fresh throughout the day
 Emotional benefit: Social confidence
• Volume: 0.3%
• Value: 0.5%
• Price: Rs 14 for 75 gms

14.  Functional benefit:
•1/4 moisturising cream keeps the skin soft and smooth
• Does not dry skin like other soaps
 Emotional benefit
• Helps me feel more feminine
­ Volume: 0.2%
­ Value: 0.6%
­ SKU : 50 gms, 100 gms
­ Price: Rs 45 for 100 gms

15. “Spirit of freshness”
 Variants: Aqua , Exotic Garden, Caribbean Lemon
 Functional benefit: Ingredients like ylang ylang, peach and
citrus extract cleanses and refreshes, leaving the skin soft
 Emotional benefit: Freshness that transforms me to another
world
• Volume: 0.1%
• Value: 0.2 %
• SKU : 75 gms
• Price : Rs 15 for 75 gms

16. Popular

17. Popular Soaps
 Contribution to total personal wash volume: 37.20%
 Contribution to total personal wash value: 42.2%
 Large number of players

18. Lux
“Lux, koi shaque!”
 Variants: Pink (Almond), Black (Honey), White (Milk
creame)
 Functional benefit: Beautiful nourished skin with the
goodness of natural ingredients
 Emotional benefit: Beauty like a star
• Volume: 13.65%
• Value: 15.10%
• SKU: 100 gms, 125 gms, Multipack (6 × 150 gms)
• Price: Rs 12 for 100 gms, 14.50 for 125 gms

19. Rexona
 Variants:
• Saffron and Sandal
• Coconut
• Orange
 Functional benefit: Natural ingredients keeps the skin feeling soft
and nourished and radiantly beautiful.
 Emotional benefit: Admiration
• Volume: 4.6%
• Value: 5.1%
• SKU: 100 gms
• Price: Rs 10.50 for 100 gms

20.  Functional benefit: Goodness of natural ingredients like Lime,
Pudina, Tulsi and neem, keeps the whole family’s health
protected
 Emotional benefit: Hamam cares for my family, naturally
• Volume: 3.9%
• Value: 4%
• Price: Rs. 10 for 100 gms
• SKU: 100 gms, multi packs (6 × 100 gms)

21. Santoor College…mein? Mummy!
 Functional benefit: Natural ingredients like turmeric and
sandalwood penetrates deep within the skin, keeping it
younger looking and soft
 Emotional benefit: Keeps me looking younger
• Volume:3.5%
• Value: 3.2%
• SKU: 75 gms, 125 gms
• Price: Rs 10 for 75 gms

22. Lifebouy International Gold
"Muhaase? Who kya hota hai?"
 Functional benefit:
• Protects against germs which cause skin blemishes.
• Pimple free skin.
 Emotional benefit:
• Confidence to face the world
• Volume: 1.6%
• Value: 1.3%
• SKU: 100 gms
• Price: Rs.11 for 100 gms

23. Lifebouy International Plus
 Functional benefit: Protects from germs which
cause body odour
 Emotional benefit: Social confidence
• Volume: 1.3%
• Value: 1.4%
• SKU: 100 gms, 150 gms
• Price: Rs 11 for 100 gms

24. Cinthol Fresh
'Swacch ujjwal twacha, kitni aakarshak.’
 Functional benefit: With goodness of lime that keeps
your skin glowing and keeps feeling fresh throughout
the day
 Emotional benefit: Alluring confidence
• Volume: 1%
• Value: 1.3%
• SKU: 75 gms, 125 gms
• Price: Rs 11 for 75 gms

25. Discount

26. Discount Segment
 Contribution to total personal wash volume: (29.9%)
 Contribution to total personal wash value: (25%)
 Only segment which is growing in the personal wash
category

27. Variants: Rose, Sandal, Lime
Functional benefit: Goodness of natural ingredients like rosewater,
sandal extracts and lime leaves the skin soft, fragrant and glowing
radiantly.
Emotional benefit: Makes you look irresistibly beautiful.
Price: Rs 8 for 100 gms

28. Nima
 Variants: Rose, Sandal, Herbal
 Functional benefit: Daily skincare with natural ingredients
which leave the skin soft and fragrant throughout the day.
 Emotional benefit: Beauty
• Volume: 6.5%
• Value: 5.4%
• SKU: 100 gms, 150 gms
• Price: Rs 7 for 100 gms

29. Nirma Beauty
 Functional benefit: Soft, beautiful skin
 Emotional benefit: Beauty
• Volume: 6.5%
• Value: 4.6%
• Price: Rs 8 for 100 gms

30. Lifebuoy Active
“Minton ka snaan. Ghanton ki suraksha."
Relaunched in 2002 as a soap for the whole family with new fragrance
and superior formulation which has a superior bathing experience and
skin feel
 Functional benefit: ‘Active B’ protects against germs which cause stomach
infection, eye infection and infection in wounds and cuts
 Emotional benefit: Entire family’s protection against germs
• Volume: (3.8%)
• Value: (2.7%)
• SKU: Red – 125 gms, 100 gms, 60 gms. Orange – 100 gms
• Price : Rs 7 for 100 gms

31. Carbolic

32. Carbolic Segment
 Contribution in the personal wash volume: 19.6%
 Contribution in personal wash value: 10.5%
 Declining at the highest rate in the personal wash category

33. “lifebouy se nahaye
kiya?”
 Functional benefit: Healthy, germ free skin
• Volume: 15.3%
• Value: 5.8%
• SKU: 150 gms
• Price: Rs 6.50 for 150 gms

34. Highlights: Overall
 Overall decline due to:
• Increase in shampoo penetration at a more economic
price
• Consumers are buying lesser and getting more quantity
free
• Increase in total fatty matter content of the premium
soaps has lead to lower melt rate which makes the soap
last longer

35. Highlights - Premium Segment
 Users shifting to popular soaps with quality
improvement
 Brands offering a multitude of benefits
 All beauty soap brands are positioning on specific
beauty needs like moisturising, fairness, fragrance,
freshness

36. Highlights - Popular segment
 Most brands are going the ‘Natural’ way
 Promotional offers drive the segment leading to little
brand loyalty

37. Highlights - Discount Segment
 Discount segment is growing as
• The benefits offered are similar to popular soaps at a
discounted price
• Carbolic soap users upgrading for the additional benefits at a
marginal cost difference
• Higher dealer push as the dealer margins for discount sector
is 25% compared to others which is 8%
• Segment driven by consumer promotions.

38. Highlights : Carbolic Soaps
 The Carbolic soap segment is declining at a significant
rate of 17% as consumers are offered more value at a
marginal price difference.
 All soaps in this category are offering the same benefit
(health). Consumers are increasingly shifting away as
they want different benefits.
 To counter the decline, Lifebouy was relaunched in early
2002 with new improved fragrance and better skin feel.

39. Future Industry Trends

40. Consumer End
 The importance of “Me”
• Be whatever you want to be
• Perpetual youth image/trans-generational
• Health and wellness in body and mind
• Using kids to push brand awareness
• Increasing adoptions of technology

41. Future Trends
 Importance of rural market:
• Penetration levels in urban areas is as high as 90%.
• Competition in urban market pretty high.
• More opportunity as 70% of India’s population lives in rural areas.
No of Baths /
Day
No of Baths
With Soap /
Day
% Baths
With Soap
Urban 1.37 0.94 69%
Rural 1.28 0.36 29%

42. Future Trends
 Formulation/Packaging:
• Soon soap market will evolve on niche products
• Packaging/formulas would move from clear to opaque to
connote skincare benefits
• Packaging would also become more upscale with smoother and
textured plastic bottles for sensory appeal to the users
• Gender specific variants as already seen in fairness creams in
India

43. Future Trends
 Closer Association with target groups:
• Brands are trying to get as close to their target consumers as
possible.
• Thus affecting:
- Advertising
- New Products

44.  Baseline: Seeing is believing
 Proposition: Breakthrough innovation in fairness
along with sun protection
 Payoff: Fair radiant skin that glows from within
 RTB: Fairness vitamins you can see in the
beautiful speckled soap
Fair and Lovely

46.  Baseline: Now try a real bath
 Proposition:
• First ever scrub soap
• Removes dirt grime and dead cells
• Gently messages skin and improves blood circulation
 Payoff: Spotless fair and glowing skin
 RTB: In-built scrub of oatmeal powder and rare herbs
NOMARKS - Be NOMARKS Be BEAUTIFUL

48.  Baseline: Stop Adjusting Start Living
 Proposition: Its antibacterial properties kill skin
and scalp germs
 Payoff: Children can enjoy their childhood without
boundaries with Ayush skin protection
 RTB: Extracts of powerful herbs recommended by
the ayurveda and endorsed by the world-renowned
Arya Vaidya Pharmacy, Coimbatore
Ayush – Body Rakshak (Protection) Soap