Introduction

Introduction
Soap was introduced in India by the Lever Brothers during
the British reign in the country. There after soaps were
imported from England and marketed in India

Introduction

In 1918, Mr. Jamshedji Tata set up

India's first indigenous soap
manufacturing unit when he
purchased the Coconut Oil Mills at
Cochin Kerala
The Tata Oil Mills Company and its first
branded soaps appeared on the
market in the early 1930's

Indian Soap
Industry

dian Soap Industry

Size of the Indian Soap Industry:
The Indian Soap Industry includes about 700 companies
with combined annual revenue of about $17 billion
Output per annum:
Indian per capita consumption of soap is at 460 gms per
annum
Market Capitalization:
70% of India's population resides in the rural areas and
around 50% of the soaps are sold in the rural markets

Indian Soap
Industry

The toilet soaps market is estimated at 530,000 TPA

including small imports where the Hindustan Lever is the
market leader
The market has several, leading national and global brands
and a large number of small brands
The popular brands include Lifebuoy, Lux, Cinthol, Liril,
Rexona, and Nirma
Premium soaps are estimated to have a market volume of
about 80,000 tonnes. This translates into a share of about
14 to 15%. However, by value it is as much as 30%
Soap is primarily targeted towards women, as they are the
chief decision-makers in terms of soap purchase and for
Medicated positionings like germ killing and anti-bacterial

Indian Soap
Industry
Bath soaps tops the list among the most advertised
consumer products in the Fast Moving Consumer Goods
(FMCG) industries, India
Most expensive soap as of date in India:Mysore Sandal
Millenniumpriced at Rs 720 per piece of 150 gram

Indian Soap Industry

India is a country with a population of 1,030 million people. With

the household penetration of soaps is 98%
People belonging to different income levels use different brands,
which fall under different segments, but all income levels use
soaps, making it the second largest category in India
Rural consumers in India constitute 70% of the population. Rural
demand is growing, with more and more soap brands being
launched in the discount segment targeting the lower socioeconomic strata of consumers. Soap manufacturers originally
targeted their products to the lowest income strata in urban as
well as rural areas
However, soap positioning's are moving towards skin care as a
value-added benefit

Indian Soap
Industry

Commercial
Soaps

Brands

Brands

Brands

Niche Category
Handmade Soaps

Niche Category Handmade Soaps

The market share for handmade soaps in India is very

nascent
An estimation of the market share of natural handmade
soaps would be difficult as the major segment of the soap
market, like HUL, produces commercial bars that mostly
restrict to the basic benefit of soap, which is cleansing,
unlike handmade soaps that serve many more benefits
Some of the leading naturally handmade soap brands in
India include The Body Shop and Forest Essentials

Niche Category Handmade Soaps

The market for natural handmade soaps will grow as the

awareness amongst consumers grows
The consumer of today is highly aware and reads
ingredients, label information and is knowledgeable on
various ingredients
The nature of the handmade soap industry lends itself
better to small, niche brands rather than mass-market
brands
However, several companies like Forest Essentials, LUSH,
Fab India-Sana, Khadi and smaller brands like Nyasa, Soap
Opera have been active in the market for the last 7 to 8
years

Khadi Natural

Khadi Natural

Gramodaya Ashram, is one of the leading manufacturers and

suppliers of khadi fabrics and herbal items in India. They are
engaged in manufacturing of Khadi, Khadi herbal shampoo,
khadi handmade soap Paraben free shampoo and Glycerin
transparent soap
From last five decades Gramodaya Ashram institution is trying
to help village people; partially or fully for employment at their
own places
They are highly engaged in fabricating an exclusive range of
soaps along with products in the categories of skincare, hair
care, body care, aroma therapy
http://www.khadinatural.com/about-us

Fab India

Fab India

Fabindia is India's largest private platform for products that

are made from traditional techniques, skills and hand-based
processes
Fabindia links over 55,000 craft based rural producers to
modern urban markets, thereby creating a base for skilled,
sustainable rural employment, and preserving India's
traditional handicrafts in the process
Fabindia covers a range of products from apparels,
furniture, skincare, bath soaps, hair care, etc
http://www.fabindia.com/

Gulnar Handmade
Soaps

Gulnar Handmade
Soaps
Gulnar is a brand of Natural Handmade soaps
The brand is named after Gulnar, the woman who started the
brand
Every new Gulnar product is used and tested by her five-year
old son and husband
Gulnar soaps are handcrafted by rural women groups in India
using natural ingredients like real leaves, petals and naturally
occuring scrubs. They are sliced by hand and wrapped in a
transparent film to showcase their natural ingredients

https://www.facebook.com/GulnarHandmadeSoaps/info

Forest Essentials

Forest Essentials
Forest Essentials was founded in the year 2000. After many years of
development with trained Ayurvedic physicians, a range of natural
skin care and hair care products was evolved
Since 2000, Forest Essentials has changed the course of beauty,
Building on the cultural foundations of the past and utilizing the
evolving research and technology of the present, Forest Essentials

creates the future traditions of beauty

The soaps were made by hand, using traditional Indian recipes
Their products are made in the Himalayas, in villages in
Uttaranchal, using local labor The spring water used in their
products has therapeutic and regenerative qualities and has
been certified by laboratories in France as being rich in
mineral deposits, which makes for its unique properties

http://www.forestessentialsindia.com/about-us.html

Nyassa

Nyassa
Ishween Anand started Nyassa in 2007
Finding customers for the product during the initial phases
was difficult. She spoke to owners of Atria Mall, Mumbai and
gained permission for her to sell her soaps there
Within the first week of setting up stall at Atria, Ishween
received orders from merchandisers like The Bombay Store
and Reliance Wellness
Nyassa is currently undergoing the process of rebranding
and repositioning and the new brand will be unveiled in
couple of months
So far marketing for the brand has mostly been through
below-the-line activities like sampling and exhibition

http://www.nyassabathandbody.com/#
http://yourstory.com/2013/05/an-entrepreneur-is-one-who-follows-her-passion-like-ishween-anand-did

Body Shop

Body Shop

The Body Shop is a leader in promoting greater corporate

transparency, and have been a force for positive social
and environmental change through their campaigns
around their five core Values: Support Community Fair
Trade, Defend Human Rights, Against Animal Testing,
Activate Self-Esteem, and Protect Our Planet
They also have their own charity, The Body Shop
Foundation which was launched in 1990- the Foundation's
focus is to assist those working to achieve progress in the
areas of human and civil rights, environmental and animal
protection
They are part of the L'Oral family

http://www.thebodyshop.in/

Body Shop

In an endeavor to highlight girls education as one of the

crucial and sensitive issues of today, the Body Shop India
has launched the S.H.E Support Her Education campaign
Its a one year long campaign that will be focused on
providing education, healthcare and food to 100
underprivileged girls
Through the 100+ stores of The Body Shop India, funds will
be raised to support the education of 100 underprivileged
girls
Every customer will be requested to donate a small amount
of Rs 10 with their purchase. The launch of the campaign
was carried out at Select Citywalk, Saket, New Delhi

Body Shop

Competitive
Mapping

Godrej- Cinthol

Godrej's soap brand Cinthol has moved from 24-hour confidence to

the recent 'Alive is Awesome
Cinthol claims that the new strategy has three objectives,
including a connect to a younger TG (target group), entry
into the premium segment of the personal grooming
category and delivery of a product experience that makes
one feel alive
http://www.afaqs.com/news/story/35587_Macho-Cinthol-takes-a-youthful-turn

HUL- Lifebuoy

The soap brand from Hindustan Unilever has come up with

an innovative campaign at the Kumbh Mela, where it is
distributing stamped chapattis to people with the message,
'Did you wash your hands before beginning your
meal

http://www.afaqs.com/news/story/36697_Lifebuoy-sends-out-branded-chapatis

HUL- Lifebuoy

Lifebuoy's latest viral video addresses the issue of

diarrhoea-related deaths in Indian villages that can be
prevented by regular hand-washing. The online buzz
generated by the film has led its makers to consider
launching it on TV soon

http://www.afaqs.com/news/story/36818_Lifebuoys-moving-message

Lifebuoy has jumped into a fight

involving stablemate Vim from
Hindustan Unilever Ltd (HUL) to take on
Dettol of Reckitt Benckiser (RB). It has
used Lifebuoy soap to attack not Dettol
soap but antiseptic liquid on the first
page of Sunday Times. The headline
reads: 'It's proven! Lifebuoy gives better
germ protection than Dettol antiseptic
liquid' - adding in smaller type, 'while
bathing
Claiming to have been issued in public
interest, the ad states how the soap
brand is a more effective germ protector

HUL- Lifebuoy

In a very recent activity, Hindustan Unilever's hand wash

brand Lifebuoy carried out an activation across the schools
of Maharashtra and Uttar Pradesh to promote the habit of
hand washing among the children before having their midday meal
The brand installed a specially crafted rocking horse,
making pumping a fun activity for kids. Children moved on
the horse, which in turn pumped the water
http://
www.afaqs.com/news/story/40778_Lifebuoys-jump-and-pump-promotes-clean-hands-in-sc
hools

Lifebuoy's "Gondappa" campaign, highlighted the

preventable diarrhea-related deaths in Indian villages.
Taking the 'Help a Child Reach Five initiative ahead,
Lifebuoy has made its way to Indonesia one of the biggest
markets
Set in the village, the poignant 'Tree of Life' campaign is the
story of a mother's love, loss and longing after losing her
child to diarrhea
http://www.afaqs.com/news/story/41117_Lifebuoy---Act-II

HUL- Dove

In 2008, HUL executives claim that Dove has grown by 100% in

shampoos and by 42% in soaps
To increase soap sales, Dove did what it does best all over the
world - not use supermodels to endorse the brand. Rather it got
real women who used the product to give testimonials of their
experience with the brand
The team identified close to 50 women from uppermiddle class
Indian households and handed them trial packs of Dove soap. After
trying out the brand, their reactions were recorded and the most
spontaneous responses (8 of them) were chosen to be the face of
the brand
http://
articles.economictimes.indiatimes.com/2009-10-07/news/27642060_1_dove-toilet-soap-brand-hair-c
are

Dove

Dove

Dove Real Beauty Sketches is a short film produced in 2013 as part

of the Dove Campaign for Real Beauty marketing campaign. The
aim of the film is to show women that they are more beautiful than
they think they are by comparing self-descriptions to those of
strangers

https://www.youtube.com/watch?v=XpaOjMXyJGk

Thank You!