Domestic Competitors in India Personal Care Market - Analyzing the key local players in a growing personal care market

Domestic Competitors in India Personal Care Market - Analyzing the key local players in a growing personal care market

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Executive Summary

This report analyzes the strategies of five major personal care manufacturers founded and headquartered in India: Godrej, Marico, Dabur, ITC, and Wipro. The report compares these companies in terms of total size, high level business objectives, product category presence and innovation strategy, geographic presence and expansion strategy, and acquisition history and strategy.

Key Findings

- Godrej, ITC, and Wipro are major players in the personal hygiene category, primarily through bar soap, which is by far the largest subcategory, worth over $2.2bn. Companies looking to expand in India will find the bar soap category well saturated, but there is plenty of growth waiting to be captured in other categories.

- Each of the top five Indian personal care manufacturers has a stronghold in at least one product subcategory: Godrej in hair coloring and bar soap, Marico in hair oil, Dabur in ayurvedic/"natural" toothpaste and hair oil, ITC in deodorants, and Wipro in bar soaps. Companies looking to expand in these spaces need to take particular note of these strengths.

- Godrej and Wipro each have about half of their sales outside India, have been most active in acquisitions, and have large cash reserves available for making new acquisitions. These two companies are the biggest competitive threat for companies looking to expand through acquisitions in personal care.


As domestic companies in emerging markets gain strength and publicly declare their intent to become multinational competitors, it is becoming more important than ever to stay on top of India-based companies' successes and strategies.

Reasons to Buy

- Compares the goals and strategies of the leading personal care manufacturers in India, providing a clear view of the competitive playing field.

- Analyzes the presence of each company, category by category, brand by brand, revealing the strengths and weaknesses of each company.

- Examines the innovation strategies of each manufacturer, suggesting future strengths and weaknesses.

- Offers insights into where these companies are likely to be seeking MandA and retailer partnership opportunities.

- Illustrates the threats and opportunities for international players.

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Ken Research
Ankur Gupta, Head Marketing & Communications


Table of contents

Val Walker


Executive summary

Chapter 1 Introduction


Report scope

India's personal care market is valued at over $7bn

Bar soap is the top-selling personal care category in India

Indian companies are strongest in haircare, dominating hair oil

Indian companies are among the top three players in several categories

India's personal care sector has significant room for growth

India's top five vary widely in size and strategy

All five companies compete broadly across multiple categories and subcategories

Geographically, ITC is the only company whose presence is limited to India

Acquisition history

Chapter 2 Godrej


Company overview

Godrej as a whole

Godrej in personal care

Godrej by category

Godrej has a strong base of extendable heritage brands

Godrej innovation aims to upscale to mass-premium

Cinthol remade from value to premium

Protekt recreated to be more differentiated with a green side

Godrej No.1 extends from bar soap into face wash for women

Godrej hair coloring leverages technology from international acquisitions

Godrej extends into "mass premium" haircare

Godrej aims for international growth via acquisition

Chapter 3 Marico


Company overview

Marico as a whole

Marico in personal care

Marico by category

Parachute remains at the hub of Marico's brand strategy

Marico practices a slow, focused approach to innovation

Deodorant brands Zatak and Set Wet innovate to hold market share

Set Wet styling gel got an update in 2015

Parachute Advansed body lotion named a Nielsen Breakthrough Innovation

Marico has extended beyond coconut oil into other types of hair oil

Livon extends into hair coloring in 2014

Marico acquisitions for geographic and category expansion

Category expansion strategy focused on men's hair styling and deodorants

Geographic expansion strategy focused on establishing hubs in Asia and Africa

Chapter 4 Dabur


Company overview

Dabur as a whole

Dabur in personal care

Dabur by category

Dabur has a strong plan for organic growth

Significant opportunity for organic growth exists in Dabur's main categories in India

Dabur taps into professional salons as well as the retail market

Dabur has been an active Internet marketer since 2011

Dabur's efforts to expand distribution contribute to growth

Dabur innovation stresses safe, "natural," effective ingredients

Dabur acquisitions extend category and geographic reach

Chapter 5 ITC


Company overview

ITC as a whole

ITC in personal care

ITC by category

ITC's strength has been in developing its own brands

Essenza Di Wills super-premium line extended from ITC's apparel line

Fiama Di Wills premium line promises indulgence with gel-based products

Mid-market Vivel focuses on skin nourishing with creme-based products

Mass-market brand Superia serves the economy segment

ITC has launched a steady stream of innovative new products

Vivel has become a mega-brand expanding across categories

Fiama Di Wills innovation has delivered on upscale experiences

Engage introduced a new "pairs" concept to the spray deodorant subcategory

Expanding domestic distribution has been a major focus

Acquisitions are not a major focus for ITC personal care

ITC is focused on India, not international expansion

Chapter 6 Wipro


Company overview

Wipro as a whole

Wipro in personal care sector

Wipro by category

Wipro's personal care volume is highly concentrated

Santoor growth strategy focused in South India

Rural markets drive Santoor brand

Wipro innovation has focused on three categories

Wipro acquisition strategy is product-focused

Chapter 7 Other companies to watch




Product category abbreviations used in this report:

Other abbreviations used in this report:


Figure 1: Godrej and ITC pose greatest threat; Dabur a threat in "natural" niche

Figure 2: Domestic players hold about a quarter of India's personal care market

Figure 3: Each featured company has a unique specialty and growth plan

Figure 4: Each company has made recent efforts to expand across categories

Figure 5: Godrej and Wipro earn about half their revenues outside India

Figure 6: All companies but ITC have used acquisitions for international expansion

Figure 7: Godrej is strongest in the bar soap and hair coloring categories

Figure 8: Godrej introduced three major new product lines in 2014

Figure 9: Marico has the strongest portfolio in hair nourishment

Figure 10: Marico concentrates on two to three launches per year

Figure 11: Hair oil is Dabur's biggest category

Figure 12: Dabur has been actively innovating across its portfolio

Figure 13: ITC has developed four umbrella brands plus Engage deodorants

Figure 14: ITC has introduced several innovations in each of the past few years

Figure 15: Wipro's core business is the Santoor brand in personal hygiene

Figure 16: Wipro has leveraged acquired brands and technology

Figure 17: This report covers four standard Canadean categories


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personal care, personal hygiene, soap, oral care, dental care, hair care, hair oil, toothpaste, face wash, moisturizer, body lotion, skincare, beauty care, vendors, company profiles, innovation strategy, business strategy, growth strategy, mergers, acquisitions, M&A, international expansion, multinational, top manufacturers, leading players, Godrej, Marico, Dabur, ITC, Wipro, Unilever, Procter & Gamble, Reckitt Benckiser, L'Or�al

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