CPG: Personal Care
Consumer Goods > CPG: Personal Care
About Amritt, Inc
A management consultancy firm advising American companies how to increase revenues and reduce costs by leveraging the economies of China and India.
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In 2011, the personal care market in India is about $6.3 billion and is growing at over 13 percent per year. The growth is driven by increasing per capita income, by rapid urbanization, and by aspirations among young Indian to look as good as local and global celebrities.
India is a growing market for baby products, bath products, eye and facial makeup, fragrances and perfumes for men and women, hair care and color (including shampoo, oil, cream, dry and liquid dyes), oral care, shaving, and skin care.
The size of the personal wash (bath) products is estimated at $1 billion; hair care products at $800 million and oral care products at $500 million. The leading players in this market are Unilever, Godrej Soaps and Reckitt Benckiser. The oral care market, especially toothpastes, remains under penetrated in India, with usage of western-style products at under 50 percent. The Indian skin care and cosmetics market is dominated by Unilever, Colgate Palmolive, Gillette India and Godrej Soaps. Hair care often means hair oil to Indians; in the branded coconut hair oil market, Marico's Parachute and Dabur are leading players. The market for branded coconut hair oil is valued at $174 million annually. Shampoo and conditioner use is growing rapidly across the country.
In India, the premium product segment caters primarily to the urban upper class and upper middle class; this segment is more brand conscious and less price sensitive. The popular segment caters to mass segments in urban and rural markets; prices here are about 40% of the premium segment prices. With the increase in rural income and improvement in the physical distribution network, penetration levels are set to increase.
The Beauty and personal care in India is forecast to enjoy healthy growth. While discretionary products such as color cosmetics and fragrances will remain an urban phenomenon, basic necessities such as bath products and oral care will see growth being driven by rural as well as low-end urban consumers. As Indian consumers catch up with modern practices of personal grooming in more developed countries, manufacturers have an opportunity to bring more sophisticated products from their international portfolios to India.
Whitening or brighening creams (fairness products) are a large skin care category in India. Indian consumers often prefer familiar fragrances such as jasmine and rose.
Our Services
Amritt’s go-to-market service for India helps with developing and executing roadmaps to expand your presence in India's Personal Care Market:
- Feasibility: We assess the opportunities,risk and challenges in India, conduct financial analysis, help you choose product portfolios for India. We qualify local partners, condut market visits, perform margin analysis and more
- Business Planning: Working with your team, we help prepare a business plan addressing launch sequences, sales volumes, and revenue and cost projections
- Pre-Entry: We guide you in recruiting the leadership team in India or selecting your internal candidates who may wish to work as expatriates,in helping select local accountants, attorney, auditors and others necessary partners
- Launch: Help as needed with follow up and management of the network in India. Communication between Western and Indian executives
All along, we help you to avoid cross-cultural gaffes in dealing with the complex and varied Indian consumers, executives and companies.
