30 Years – India’s Strategy Boutique
30 Years – India’s Strategy Boutique

Retail & Consumer Products

Indian Detergent Market Insights: Enzyme Usage and Value Chain Impact

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Client Challenge

The client sought UC’s expertise to understand the use of enzymes in laundry and dishwash detergents in India, including consumer preferences and the bargaining power of various entities within the value chain. The key challenges and questions addressed during the engagement included:

  • An overview of the current market and market dynamics (consumer trends, retailers, detergent producers).
  • Routes to market for detergents.
  • The share of modern retail versus traditional retail for detergents.
  • Emerging channels such as online sales.
  • Consumer preferences.
  • The bargaining power of detergent manufacturers and retailers.

Our Approach

  • Comprehensive Market Research:
    • Conducted extensive desk research and primary research to size the overall detergent market, categorizing by type of detergents, players, and channels.
  • Margin Analysis:
    • Estimated margins across the value chain, including manufacturers, distributors, wholesalers, and retailers.
  • Channel Share Estimation:
    • Analyzed the share of various channels in the market to determine the bargaining power of different value chain entities.
  • Market Share Movement:
    • Estimated the share of different detergent manufacturers and tracked market share movements.
  • Enzyme Usage Analysis:
    • Assessed the usage of enzymes by different manufacturers and how it has evolved over time.
  • Consumer Preference Study:
    • Evaluated consumer preferences regarding different types of detergents and their preferred purchasing channels.

Our Impact

The research provided the following insights:

  • Bargaining Power Analysis:
    • Identified which entities have higher bargaining power within the value chain.
  • Detergent Type Shifts:
    • Documented changes in the types of detergents being used across urban and rural markets.
  • Future Enzyme Usage:
    • Estimated the future usage of enzymes by different types of detergent manufacturers.
  • Industry Outlook:
    • Provided an overall outlook of the Indian detergent industry, covering both dishwash and laundry segments.

These insights enabled the client to understand the competitive landscape, consumer behavior, and the strategic implications of enzyme usage within the detergent market.