C.L.E.A.N.L.I.N.E.S.S. is suddenly a Big Business....

C.L.E.A.N.L.I.N.E.S.S. is suddenly a Big Business....


No, seriously! 


I salute the Clean India movement that has begun today. So much for the maxim, "Cleanliness is next to Godliness". My parents explained me the importance of this and I could sense it as year on year on Diwali day during the puja, a broom would take a place of pride next to the idol of Lakshmi Goddess and we were told that on this day. Goddess Lakshmi comes down on earth, checks our homes and decides to stay back in those homes which look spic n clean-- irrespective of how rich or poor is the owner of the house. 


Somewhere...we lost the in-depth meaning ...


Today, I see this change not only as a citizen and as a philosopher but also as a Marketing Guru..


So suddenly, cleanliness would be a lucrative business..across organisations, houses, municipalities. 


Euromonitor International, one of the leading agency that provides Industry Data mentions about Toilet Care market in India (Aug 2014 Report)


"TRENDS The leading manufacturers, Reckitt Benckiser (India) and Hindustan Unilever, increased their rural penetration and created awareness among consumers in smaller cities and rural areas in India, which drove sales of toilet care products in 2013. Furthermore, consumers slowly shifted from traditional phenyls to branded toilet care products in 2013.COMPETITIVE LANDSCAPEReckitt Benckiser (India), with its brand Harpic, continued to dominate toilet care and held a value share of 69% in 2013. In addition to its long-established presence and strong brand image that the company has built over the years, the player continued to push its brand Harpic through the advertising campaign “Harpic Challenge” to promote its products door-to-door. The Harpic Challenge campaign was a big success and supported Reckitt Benckiser (India)’s domination of toilet care in India.PROSPECTSSales of toilet care are predicted to grow at a CAGR of 6% at constant 2013 prices over the forecast period. The increasing use of toilets in rural India will fuel growth of toilet care during this period."


My views : Now, the CAGR of 6% looks a very pessimistic approach . It may soon cross 9-10% CAGR. It could be a boon in disguise to SMEs , local manufacturers and traders along with the leading brands. 


Industry shall no more remain stagnant..lot of players are expected to enter at lots of price points. 

And loads of CSR activities shall be diverted towards this objective now. I remember the habit of Community Service that my Alma Mater, St. Raphael's High School Indore instilled in me since childhood. We had to do manual work every day after the school and clean our classrooms. But we lost on this as we outgrew our school days...

A revival of the same is on the anvil.


On a lighter note, it is also the time to remove all types of clutter from the mind as well !!
A clean mind is a house of happiness for everyone!


Happy Cleaning then...All the Best!!

Happy Gandhi Jayanti!

(Source : Euromonitor Inetrnational for Industry Facts : http://www.euromonitor.com/toilet-care-in-india/report )

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