HUL's Comfort Fabric Conditioner Focuses on the Need for Gender Sensitivity : Bonafide Research
The latest campaign from Hindustan Unilever's for Comfort – 'Chota Step, Badi Baat' - looks to drive home the message that both boys and girls should be associated with doing laundry.
By: Bonafide Research & Market Pvt. Ltd.
According to recently published report of Bonafide Research, India Fabric Care Market Outlook, 2021 the overall market for fabric care is growing at 10% CAGR respectively. The market is further expected to grow rapidly in the next five years. Fabric care is broadly divided into two segments namely fabric whiteners and fabric conditioners. Fabric whiteners dominate market revenues whereas fabric conditioners have less contribution to the overall fabric care industry. Previously, Indian consumers were hesitant to use fabric conditioners along with detergents as it was not viewed as need. But with growing awareness people are now currently moving to conditioners for their delicate clothes. fabric conditioner infuse the clothes with a fresh scent and it makes clothes soft. There are additional benefits using fabric conditioner as it reduces the static clinginess of your clothes; and can also help fabric dry quicker; and make clothes easier to iron. Ezee and Genteel from Godrej, Vanish from Reckitt Benckiser, Comfort from HUL, Safewash from Wipro, Bambi from Dabur and Revive from Marico are the major brands operating in this category.
Fabric whiteners, which are classified as 'laundry aids,' complement the use of detergents by making clothes whiter. Fabric whiteners can be further classified as bleaches and blues. Bleaches whiten and brighten fabrics and help remove stubborn stains by converting the dirt into colourless, soluble particles that can be easily removed by detergent. Jyothy Laboratories is the prominent brand in the fabric whitener (https://www.bonafideresearch.com/
A majority of the detergent and washing soap advertisements emphasized whiteness and featured literally 'shining' white clothes as a symbol of the housewife's prowess. Fabric whiteners have become more popular in rural areas and are registering more growth as compared to urban as urban consumers are now upgrading to premium detergents which do not require any additional whitener. Hence, rural market will be the next focus of fabric whitening manufacturers in the forecast period.
Major companies operating in the fabric care market of India are Hindustan Unilever Limited, Jyothy Laboratories Limited, Godrej Consumer Products Limited, Reckitt Benckiser (India) Limited, Marico Limited, Wipro Consumer Care and Lighting Limited., Pidilite Industries Limited and Dabur India Limited.
Report:India Fabric Care Market Outlook, 2021 (https://www.bonafideresearch.com/
Base Year: 2015, Estimated Year: 2016, Forecast Year: 2021
Pages: 73, Figures: 15, Tables: 19
Bonafide Research & Marketing Pvt. Ltd.
Steven Thomas – Sales & Marketing Manager