Household market in india

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India - Household Products 0102 - 2080 - 2009
© Datamonitor. This profile is a licensed product and is not to be photocopied Page 1
INDUSTRY PROFILE
Household Products in
India
Reference Code: 0102-2080
Publication Date: November 2010

EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
Market value
The Indian household products market grew by 6.7% in 2009 to reach a value of $2,691.5 million.
Market value forecast
In 2014, the Indian household products market is forecast to have a value of $3,599.7 million, an increase
of 33.7% since 2009.
Market segmentation I
Textile washing products is the largest segment of the household products market in India, accounting for
64.4% of the market's total value.
Market segmentation II
India accounts for 7% of the Asia-Pacific household products market value.
Market share
Unilever is the leading player in the Indian household products market, generating a 28.8% share of the
market's value.
Market rivalry
The Indian household products market is fairly fragmented with the top three players accounting for
43.8% of the total market value.

CONTENTS
TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 6
Market definition 6
Research highlights 7
Market analysis 8
MARKET VALUE 9
MARKET SEGMENTATION I 10
MARKET SEGMENTATION II 11
MARKET SHARE 12
COMPETITIVE LANDSCAPE 13
LEADING COMPANIES 15
Unilever 15
Nirma Limited 19
Procter & Gamble Company, The 23
MARKET DISTRIBUTION 27
MARKET FORECASTS 28
Market value forecast 28
MACROECONOMIC INDICATORS 29
APPENDIX 31
Methodology 31
Industry associations 32
Related Datamonitor research 32
Disclaimer 34
ABOUT DATAMONITOR 35
Premium Reports 35
Summary Reports 35
Datamonitor consulting 35

CONTENTS
LIST OF TABLES
Table 1: India household products market value: $ million, 2005–09 9
Table 2: India household products market segmentation I:% share, by value, 2009 10
Table 3: India household products market segmentation II: % share, by value, 2009 11
Table 4: India household products market share: % share, by value, 2009 12
Table 5: Unilever: key facts 15
Table 6: Unilever: key financials ($) 17
Table 7: Unilever: key financials (€) 17
Table 8: Unilever: key financial ratios 17
Table 9: Nirma Limited: key facts 19
Table 10: Nirma Limited: key financials ($) 20
Table 11: Nirma Limited: key financials (Rs.) 20
Table 12: Nirma Limited: key financial ratios 21
Table 13: Procter & Gamble Company, The: key facts 23
Table 14: Procter & Gamble Company, The: key financials ($) 25
Table 15: Procter & Gamble Company, The: key financial ratios 25
Table 16: India household products market distribution: % share, by value, 2009 27
Table 17: India household products market value forecast: $ million, 2009–14 28
Table 18: India size of population (million), 2005–09 29
Table 19: India gdp (constant 2000 prices, $ billion), 2005–09 29
Table 20: India gdp (current prices, $ billion), 2005–09 29
Table 21: India inflation, 2005–09 30
Table 22: India consumer price index (absolute), 2005–09 30
Table 23: India exchange rate, 2005–09 30

CONTENTS
LIST OF FIGURES
Figure 1: India household products market value: $ million, 2005–09 9
Figure 2: India household products market segmentation I:% share, by value, 2009 10
Figure 3: India household products market segmentation II: % share, by value, 2009 11
Figure 4: India household products market share: % share, by value, 2009 12
Figure 5: Unilever: revenues & profitability 18
Figure 6: Unilever: assets & liabilities 18
Figure 7: Nirma Limited: revenues & profitability 21
Figure 8: Nirma Limited: assets & liabilities 22
Figure 9: Procter & Gamble Company, The: revenues & profitability 26
Figure 10: Procter & Gamble Company, The: assets & liabilities 26
Figure 11: India household products market distribution: % share, by value, 2009 27
Figure 12: India household products market value forecast: $ million, 2009–14 28

MARKET OVERVIEW
MARKET OVERVIEW
Market definition
The household products market consists of retail sales of air fresheners, dishwashing products, general
purpose cleaners, textile washing products, toilet care products and other products which includes bleach,
furniture polish, insecticides and scouring products. The market is valued according to retail selling price
(RSP) and includes any applicable taxes. Any currency conversions used in the creation of this report
have been calculated using 2009 annual average exchange rates.
For the purpose of this report Asia-Pacific is deemed to comprise Australia, China, Japan, India,
Singapore, South Korea and Taiwan.

MARKET OVERVIEW
Research highlights
The Indian household products market generated total revenues of $2.7 billion in 2009, representing a
compound annual growth rate (CAGR) of 7.2% for the period spanning 2005-2009.
Textile washing products sales proved the most lucrative for the Indian household products market in
2009, generating total revenues of $1.7 billion, equivalent to 64.4% of the market's overall value.
The performance of the market is forecast to decelerate, with an anticipated CAGR of 6.0% for the five-
year period 2009-2014, which is expected to lead the market to a value of $3.6 billion by the end of 2014.

MARKET OVERVIEW
Market analysis
The Indian household products market grew at a strong rate during the period 2005-2009, led by strong
sales growth in the toilet care and dishwashing products categories. Overall market growth is expected to
decelerate in the forthcoming five years.
The Indian household products market generated total revenues of $2.7 billion in 2009, representing a
compound annual growth rate (CAGR) of 7.2% for the period spanning 2005-2009. In comparison, the
Chinese and Japanese markets grew with CAGRs of 7.9% and 2% respectively, over the same period, to
reach respective values of $17.3 billion and $18.1 billion in 2009.
Textile washing products sales proved the most lucrative for the Indian household products market in
2009, generating total revenues of $1.7 billion, equivalent to 64.4% of the market's overall value. In
comparison, sales of dishwashing products generated revenues of $220.1 million in 2009, equating to
8.2% of the market's aggregate revenues.
The performance of the market is forecast to decelerate, with an anticipated CAGR of 6% for the five-year
period 2009-2014, which is expected to lead the market to a value of $3.6 billion by the end of 2014.
Comparatively, the Chinese and Japanese markets will grow with CAGRs of 6.3% and 1.9% respectively,
over the same period, to reach respective values of $23.4 billion and $19.8 billion in 2014.

MARKET VALUE
MARKET VALUE
The Indian household products market grew by 6.7% in 2009 to reach a value of $2,691.5 million.
The compound annual growth rate of the market in the period 2005–09 was 7.2%.
Table 1: India household products market value: $ million, 2005–09
Year $ million Rs. million € million % Growth
2005 2,039.8 99,643.7 1,466.9
2006 2,196.3 107,291.5 1,579.5 7.7%
2007 2,364.1 115,488.1 1,700.2 7.6%
2008 2,523.2 123,260.5 1,814.6 6.7%
2009 2,691.5 131,480.9 1,935.6 6.7%
CAGR: 2005–09 7.2%
Source: Datamonitor D A T A M O N I T O R
Figure 1: India household products market value: $ million, 2005–09

MARKET SEGMENTATION I
MARKET SEGMENTATION I
Textile washing products is the largest segment of the household products market in India, accounting for
64.4% of the market's total value.
The dishwashing products segment accounts for a further 8.2% of the market.
Table 2: India household products market segmentation I:% share, by value, 2009
Category % Share
Textile washing products 64.4%
Dishwashing products 8.2%
General purpose cleaners 4.8%
Toilet care 1.3%
Air fresheners 0.7%
Other 20.7%
Total 100%
Figure 2: India household products market segmentation I:% share, by value, 2009

MARKET SEGMENTATION II
MARKET SEGMENTATION II
India accounts for 7% of the Asia-Pacific household products market value.
China accounts for a further 39.4% of the Asia-Pacific market.
Table 3: India household products market segmentation II: % share, by value, 2009
Category % Share
China 39.4%
Japan 38.0%
India 7.0%
South Korea 5.5%
Rest of Asia-Pacific 10.0%
Total 100%
Figure 3: India household products market segmentation II: % share, by value, 2009

MARKET SHARE
MARKET SHARE
Unilever is the leading player in the Indian household products market, generating a 28.8% share of the
market's value.
Nirma Limited accounts for a further 8.7% of the market.
Table 4: India household products market share: % share, by value, 2009
Company % Share
Unilever 28.8%
Nirma Limited 8.7%
Procter & Gamble Company, The 6.4%
Others 56.2%
Total 100%
Figure 4: India household products market share: % share, by value, 2009

COMPETITIVE LANDSCAPE
The household products market will be analyzed taking manufacturers of household products as players.
The key buyers will be taken as retailers, and chemical companies as the key suppliers.
The Indian household products market is fairly fragmented with the top three players accounting for
43.8% of the total market value.
The Indian household products market has the presence of leading players like Unilever, Nirma and
Procter & Gamble. Independent retailers are dominant in the market, and the smaller ones in particular
may not exert very strong buyer power. The fact that manufacturers of household products are able to
source some of their raw materials from only a relatively small number of suppliers boosts supplier power.
The existence of strong brands and the scale economies associated with the high-volume production
facilities prevent the threat of new entrants from becoming a significant factor. High exit barriers and fixed
costs tend to increase rivalry between manufacturers. In general, the intensity of competition in the global
household products market is assessed as moderate.
In the Indian household products market, the main distribution channels of the household products are
independent retailers with the distribution share of about 86% of the market value. Thus, the size of the
average buyer is significant, which enhances their negotiating position and therefore increases buyer
power. Household products are usually differentiated (in terms of color, brand, strengths, fragrance, etc.)
but their overall function is fairly standardized. Such lack of distinction of products increases buyer power.
A form of backward integration within the market is possible with buyers developing their own brands of
private-label household products. Switching costs for buyers are not particularly high, although retailers
are generally required to stock products of many different manufacturers to provide for customers' varied
preferences, which may diminish buyer power. Overall, buyer power is moderate in the Indian household
products market.
Inputs to the household products market include a wide range of specialized chemicals and also
packaging materials. Major chemical manufacturers serve to increase overall supplier power as they may
have the ability to negotiate favorable deals with manufacturers. Supplier power is also increased by the
fact that chemical manufacturers supply to a number of industries, which reduces their reliance on
revenues from the household products market. However, a number of household products manufacturers
have exhibited backward integration by producing raw materials required in the production of household
products. Some companies may be restricted to certain product formulas and this makes them reliant on
suppliers that can provide specific inputs that may be difficult to substitute. This tends to increase supplier
power even more. Overall supplier power in this market is assessed as moderate.
The household products market is difficult to enter on a small scale as the manufacturers of most
household products utilize inherently large-scale processes that require significant capital input to set up.
Also, producers need to distribute their products widely, which generally involves channels such as
supermarkets. These retail chains may have considerable buyer power, which reduces the prices that
manufacturers of household products can obtain. Such a factor may discourage smaller potential new

entrants, because in order to maintain profitability in the face of such buyer power, scale economies are
important. In addition to the aforementioned entry barriers, the cost of advertising, which is crucial for
success in this market, should also be considered as a deterrent for new entrants. Overall the likelihood
of new entrants is moderate.
The main threat of substitutes in the household products market is posed by homemade alternatives.
End-users may prefer these on the grounds of price, or because they can control what ingredients are
used in their preparation. However, any substitutes for household products need to be prepared, which is
a relatively time-consuming process requiring specific knowledge, and may not provide the desired
results, reducing the threat of household products substitutes. Furthermore, as the manufacturers are
now aware of the increasing demand for environmentally friendly and allergy free alternatives, they are
incorporating these qualities into their products, which, combined with their greater convenience, reduces
the threat of substitutes. Overall, the threat of substitutes in this market is moderate.
In the household products market, competitors are usually large, well-known, geographically-diversified
companies that operate in a number of other business areas such as personal care or pharmaceuticals,
which weakens rivalry between market players. These consumer products are generally mass-market
items, implying high fixed costs for large-scale production facilities, and investment in research and
development. Exit costs may also be high, for example, quite specialized fixed assets may need to be
disposed of. High fixed- and exit costs increase rivalry within the market. Moreover, players are fairly
similar to one another and offer fundamentally similar products, which intensify rivalry even further.
However, some household products manufacturers have developed strong brands, allowing them to
differentiate their products to some extent. Overall, rivalry in this market is moderate.

LEADING COMPANIES
LEADING COMPANIES
Unilever
Table 5: Unilever: key facts
Head office: Unilever House, 100 Victoria Embankment, London EC4Y 0DY, GBR
Telephone: 44 20 7822 5252
Fax: 44 20 7822 5951
Website: www.unilever.com
Financial year-end: December
Ticker: UL, ULVR
Stock exchange: New York, London
Source: company website D A T A M O N I T O R
Unilever is a global manufacturer and marketer of consumer goods in the food, personal and homecare
segments. Unilever operates under a dual structure. The group has two parent companies: Unilever NV
and Unilever plc. Unilever NV is a public limited company registered in the Netherlands, while Unilever plc
is a public limited company registered in the UK and Wales. The two parent companies, Unilever NV and
Unilever plc, along with the group companies, operate as a single economic entity: Unilever. It operates
through subsidiaries in Germany, Switzerland, France, the UK, the US, and China and has operations in
over 170 countries.
The group's primary operating segments comprises three geographic regions: Asia, Africa, Central and
Eastern Europe; the Americas; and Western Europe.
Although Unilever's operations are managed on a geographical basis, the group manages its products
under four categories: savory, dressings and spreads; ice cream and beverages; personal care; and
home care and other operations. These categories are Unilever’s principal product areas.
The savory, dressings and spreads product category includes products like soups, bouillons, sauces,
snacks, mayonnaise, salad dressings, olive oil, margarines, spreads and cooking products such as liquid
margarines, and frozen food products. Unilever's major brands in this segment includes: Knorr,
Hellmann's, Becel/Flora (Healthy Heart), Rama/Blue Band (Family Goodness), Calve, Wish-Bone, Amora,
Ragu and Bertolli. The company markets its frozen food products under Findus, Sagit, Cogesal and Iglo
brand names among others.
The ice cream and beverages product category includes sales of ice cream, tea-based beverages, weight
management products, and nutritionally enhanced staples sold in developing markets. Unilever's major

LEADING COMPANIES
brands in ice cream are sold under the international Heart brand which includes Cornetto, Magnum, Carte
d’Or and Solero, Wall’s, Kibon, Algida and Ola. Its tea-based beverage brands include Lipton, Brooke
Bond and PG Tips. In addition, Unilever has weight management products such as Slim Fast, and
nutritionally enhanced products include Annapurna and AdeS brands.
The personal care product category offers skin care and hair care products; deodorants and anti-
perspirants; and oral care products. The company offers six global brands are the core of company's
business in the mass skin care, daily hair care and deodorants product areas that includes Dove, Lux,
Rexona (including Sure and Degree), Sunsilk (including Seda/Sedal), Axe/Lynx and Pond’s. Other key
brands include Suave, Clear, Lifebuoy and Vaseline, along with Signal and Close Up in the oral care
category. In September 2009, the company announced a binding offer to acquire the personal care
business of the Sara Lee Corporation. The Sara Lee brand includes Sanex, Radox and Duschdas.
Home care and other operations include household products, such as laundry tablets, powders and
liquids, soap bars and cleaning products. Unilever's global brands in home care products include Cif,
Comfort, Domestos, Omo, Radiant, Surf and Sunlight brands. It also owns tea plantations to support its
consumer brands.
In India, it operates through its subsidiary Hindustan Unilever Ltd, and sells its home care products
through brands such as Surf Excel, Rin, Wheel, and Sunlight.
Key Metrics
Unilever generated revenues of $55.4 billion in the financial year (FY) ended December 2009, a decrease
of 1.7% as compared to 2008. The company's net income reached $4.7 billion in FY2009, a decrease of
33% over 2008.
Unilever’s home care and other category accounted for 17.5% of the total revenues in FY2009. During the
FY2009, home care and other segment recorded revenues of $9.7 billion, a decrease of 3.4% over 2008.
Asia, Africa and Central & Eastern Europe (including India), Unilever's largest geographical market,
accounted for 37.4% of the total revenues in FY2009. Revenues from Asia, Africa and Central & Eastern
Europe reached $20.7 billion in FY2009, an increase of 2.9% over 2008.

LEADING COMPANIES
Table 6: Unilever: key financials ($)
$ million 2005 2006 2007 2008 2009
Revenues 53,397.0 55,122.6 55,880.5 56,347.7 55,374.3
Net income (loss) 5,236.7 6,598.0 5,406.3 6,990.1 4,686.0
Total assets 54,925.2 51,549.0 51,868.8 50,255.9 51,471.2
Total liabilities 42,737.4 35,319.0 34,043.9 35,833.5 34,039.7
Employees 206,000 179,000 174,000 174,000 163,000
Source: company filings D A T A M O N I T O R
Table 7: Unilever: key financials (€)
€ million 2005 2006 2007 2008 2009
Revenues 38,401.0 39,642.0 40,187.0 40,523.0 39,823.0
Net income (loss) 3,766.0 4,745.0 3,888.0 5,027.0 3,370.0
Total assets 39,500.0 37,072.0 37,302.0 36,142.0 37,016.0
Table 8: Unilever: key financial ratios
Ratio 2005 2006 2007 2008 2009
Profit margin 9.8% 12.0% 9.7% 12.4% 8.5%
Revenue growth 3.3% 3.2% 1.4% 0.8% (1.7%)
Asset growth 7.2% (6.1%) 0.6% (3.1%) 2.4%
Liabilities growth 5.2% (17.4%) (3.6%) 5.3% (5.0%)
Debt/asset ratio 77.8% 68.5% 65.6% 71.3% 66.1%
Return on assets 9.9% 12.4% 10.5% 13.7% 9.2%
Revenue per employee $259,209 $307,948 $321,152 $323,837 $339,720
Profit per employee $25,421 $36,860 $31,071 $40,173 $28,749

LEADING COMPANIES
Figure 5: Unilever: revenues & profitability
Figure 6: Unilever: assets & liabilities

LEADING COMPANIES
Nirma Limited
Table 9: Nirma Limited: key facts
Head office: Nirma House, Ashram Road, Ahmedabad, Gujarat 380 009, IND
Telephone: 91 79 27546565
Fax: 91 79 27546603
Website: www.nirma.co.in
Financial year-end: March
Ticker: 500308
Stock exchange: Bombay
Nirma is engaged in manufacturing of consumer and industrial products. It produces consumer products
such as soaps, detergents salts and scouring products under the brand name Nirma. Additionally, the
company, through its integrated operations, produces industrial products including soda ash and linear
alkyl benzene (LAB) in India. It also produces and sells other allied chemicals like sulphuric acid, alfa
olefin sulphonate, glycerine, single super phosphate, and edible salt. Nirma markets its products through
its wholly-owned subsidiary Nirma Consumer Care Limited. The company has operations in India and the
US.
The company operates in four segments: soaps and surfactants; pharma business; processed minerals;
and other businesses.
The soaps and surfactants division produces detergents, toilet soap and its ingredients. Its products
include beauty soaps, premium soaps, carbolic soaps, and detergent powders and cakes.
The pharma business offers medical devices such as syringes and needles. It also provides critical care
products such as amino acids, lipids, and propofals.
The processed minerals segment produces natural soda ash, boron and sodium sulphate through its
subsidiaries, including Searles Valley Minerals and Searles Valley Minerals Operations. Processed
minerals are manufactured in the US based production facilities and are marketed mainly in the US, Latin
America and Europe.
Nirma's other businesses provide single super phosphate, vaccum salt, iodized salt, tooth paste, and oil.

LEADING COMPANIES
The company's manufacturing facilities are located at Mandali in District Mehsana, Moraiya in District
Ahmedabad, Alindra in District Vadodara, Kalatalav in District Bhavnagar, Sachana in District Ahmedabad
and Searles Valley, Ridgcrest in the US.
Key Metrics
Nirma generated revenues of $945.8 million in the financial year ended March 2010, an increase of 1% as
compared to the previous year. The company's net income totaled $51 million in fiscal 2010, an increase
of 87.5% over 2009.
The soaps and surfactants segment accounted for 56.4% of the total sales generated by the company in
FY2010. This segment generated revenues of $533.4 million in FY2010, a decrease of 1.2% as
compared to 2009.
India accounted for 67.5% of the total revenues in FY2010. Revenues from India reached $638.3 million
in FY2010, an increase of 2.9% over 2009.
Table 10: Nirma Limited: key financials ($)
$ million 2006 2007 2008 2009 2010
Revenues 449.1 468.9 549.5 936.5 945.8
Net income (loss) 49.5 46.4 45.5 27.2 51.0
Total assets 613.6 717.0 956.4 1,046.5 1,036.5
Total liabilities 195.1 219.0 425.8 522.1 458.1
Table 11: Nirma Limited: key financials (Rs.)
Rs. million 2006 2007 2008 2009 2010
Revenues 21,940.2 22,907.9 26,844.6 45,748.2 46,203.8
Net income (loss) 2,419.9 2,264.2 2,225.1 1,330.0 2,493.3
Total assets 29,974.1 35,025.4 46,720.5 51,120.5 50,631.9

LEADING COMPANIES
Table 12: Nirma Limited: key financial ratios
Ratio 2006 2007 2008 2009 2010
Profit margin 11.0% 9.9% 8.3% 2.9% 5.4%
Revenue growth 4.6% 4.4% 17.2% 70.4% 1.0%
Asset growth (0.8%) 16.9% 33.4% 9.4% (1.0%)
Liabilities growth (17.2%) 12.2% 94.4% 22.6% (12.3%)
Debt/asset ratio 31.8% 30.5% 44.5% 49.9% 44.2%
Return on assets 8.0% 7.0% 5.4% 2.7% 4.9%
Figure 7: Nirma Limited: revenues & profitability

LEADING COMPANIES
Figure 8: Nirma Limited: assets & liabilities

LEADING COMPANIES
Procter & Gamble Company, The
Table 13: Procter & Gamble Company, The: key facts
Head office: 1 Procter & Gamble Plaza, Cincinnati, Ohio 45202, USA
Telephone: 1 513 983 1100
Fax: 1 513 983 4381
Website: www.pg.com
Financial year-end: June
Ticker: PG
Stock exchange: NYSE
The Procter & Gamble Company (P&G) is a global manufacturer and marketer of consumer products.
The company markets more than 300 brands in over 180 countries spanning the Americas, Europe, the
Middle East and Africa (EMEA), and Asian region.
The company is organized into three Global Business Units (GBUs) and a Global Operations group. The
three GBUs are beauty, health and well-being, and household care. The Global Operations group
consists of the Market Development Organization (MDO) and Global Business Services (GBS).
The beauty GBU includes the beauty and the grooming businesses. The beauty business is comprised of
cosmetics, deodorants, prestige fragrances, hair care, personal cleansing and skin care. The key
deodorant brands offered by the company include Secret, Old Spice, Tag and Gillette. It also includes the
deodorant brands such as Show Time, After Hours, Pure Sport, Glacial Falls, Aqua Reef, Mountain Rush,
Arctic Force and Pacific Surge among others.
The grooming business includes blades and razors, electric hair removal devices, face and shave
products and home appliances. The key brands marketed by the grooming segment include Braun,
Fusion, Gillette and Mach3.
The health and well-being GBU includes the health care; and the snacks and pet care businesses. The
health care business includes feminine care, oral care, personal health care and pharmaceuticals. The
key brands marketed by the segment comprise Always, Crest, and Oral-B.
The snacks and pet care business includes pet food and snacks. The segment markets its products under
the brands Eukanuba, lams and Pringles. In the snacks business, the company sells potato chips through
its Pringles brand.

LEADING COMPANIES
The household care GBU includes the fabric care and home care; as well as the baby care and family
care businesses. The fabric care and home care business includes air care, batteries, dish care, fabric
care and surface care. The segment markets its products under Ariel, Dawn, Downy, Duracell, Gain and
Tide brands. The dish care products are offered under Cascade, Dawn and Joy brands.
The baby care and family care business offers baby wipes, bath tissue, diapers, facial tissue and paper
towels under the following brands: Bounty, Charmin and Pampers.
The MDO segment is responsible for developing go-to-market plans at the local level. The MDO includes
dedicated retail customer, trade channel and country-specific teams. The GBS segment provides
technology, processes and standard data tools to enable the GBUs and the MDO to better understand the
business and better serve consumers and customers.
The company is organized along five geographic regions: North America, Western Europe, Central &
Eastern Europe/Middle East/Africa (CEEMEA), Latin America, and Asia.
The company's North American operation covers Canada, Puerto Rico and the US regions. P&G has a
presence in every country in Western Europe. In Western Europe, the company operates about 35
manufacturing plants and markets over 100 brands. P&G's CEEMEA includes the Balkans, Central
Europe North, Central Europe South, Eastern Europe, Middle East, Sub Sahara, Turkey/Caucasia and
the Central Asian Republics. In Latin America, the company operates 19 manufacturing sites, 12
distribution centers and a service center in 14 countries. P&G's Asian operation covers China, Japan,
Korea, Hong Kong, India, Australia, New Zealand, Indonesia, Philippines, Singapore, Taiwan, Vietnam,
Thailand, Sri Lanka, Malaysia and Bangladesh.
In India, P&G operates in the household products segment through P&G Home Products Limited. The
company’s fabric care products include detergents and fabric cleaning soaps. Its key brands include Ariel
and Tide.
Key Metrics
The Procter & Gamble Company generated revenues of $78.9 billion in the financial year (FY) ended
June 2010, an increase of 2.9% as compared to 2009. The company's net income totaled $12.7 billion in
FY2010, a decrease of 5.2% over 2009.
The household care GBU accounted for 48.8% of the total sales achieved by the company in FY2010.
The household care GBU (including fabric care and home care; and baby care and family care
businesses) generated revenues of $38.5 billion in FY2010, an increase of 3.4% over 2009.

LEADING COMPANIES
Table 14: Procter & Gamble Company, The: key financials ($)
$ million 2006 2007 2008 2009 2010
Revenues 68,222.0 74,832.0 79,257.0 76,694.0 78,938.0
Net income (loss) 8,684.0 10,340.0 12,075.0 13,436.0 12,736.0
Total assets 135,695.0 138,014.0 143,992.0 134,833.0 128,172.0
Employees 138,000 138,000 138,000 135,000 127,000
Table 15: Procter & Gamble Company, The: key financial ratios
Ratio 2006 2007 2008 2009 2010
Profit margin 12.7% 13.8% 15.2% 17.5% 16.1%
Revenue growth 20.2% 9.7% 5.9% (3.2%) 2.9%
Asset growth 120.5% 1.7% 4.3% (6.4%) (4.9%)
Liabilities growth 69.1% (2.1%) 4.6% (4.1%) (6.6%)
Debt/asset ratio 53.6% 51.6% 51.7% 53.0% 52.1%
Return on assets 8.8% 7.6% 8.6% 9.6% 9.7%
Revenue per employee $494,362 $542,261 $574,326 $568,104 $621,559
Profit per employee $62,928 $74,928 $87,500 $99,526 $100,283

LEADING COMPANIES
Figure 9: Procter & Gamble Company, The: revenues & profitability
Figure 10: Procter & Gamble Company, The: assets & liabilities

DISTRIBUTION
MARKET DISTRIBUTION
Independent Retailers form the leading distribution channel in the Indian household products market,
accounting for a 86% share of the total market's value.
Supermarkets / hypermarkets accounts for a further 7.6% of the market.
Table 16: India household products market distribution: % share, by value, 2009
Channel % Share
Independent Retailers 86.0%
Supermarkets / hypermarkets 7.6%
Convenience Stores 5.9%
Others 0.6%
Total 100%
Figure 11: India household products market distribution: % share, by value, 2009

MARKET FORECASTS
MARKET FORECASTS
Market value forecast
In 2014, the Indian household products market is forecast to have a value of $3,599.7 million, an increase
of 33.7% since 2009.
The compound annual growth rate of the market in the period 2009–14 is predicted to be 6%.
Table 17: India household products market value forecast: $ million, 2009–14
Year $ million Rs. million € million % Growth
2009 2,691.5 131,480.9 1,935.6 6.7%
2010 2,866.2 140,015.7 2,061.3 6.5%
2011 3,039.5 148,481.3 2,185.9 6.0%
2012 3,217.4 157,169.2 2,313.8 5.9%
2013 3,403.5 166,261.4 2,447.7 5.8%
2014 3,599.7 175,846.3 2,588.8 5.8%
CAGR: 2009–14 6.0%
Figure 12: India household products market value forecast: $ million, 2009–14

MACROECONOMIC INDICATORS
Table 18: India size of population (million), 2005–09
Year Population (million) % Growth
2005 1,091.0 1.6%
2006 1,107.6 1.5%
2007 1,124.1 1.5%
2008 1,140.6 1.5%
2009 1,156.9 1.4%
Table 19: India gdp (constant 2000 prices, $ billion), 2005–09
Year Constant 2000 Prices, $ billion % Growth
2005 648.8 9.1%
2006 711.8 9.7%
2007 776.8 9.1%
2008 832.5 7.2%
2009 892.5 7.2%
Table 20: India gdp (current prices, $ billion), 2005–09
Year Current Prices, $ billion % Growth
2005 764.4 15.7%
2006 872.7 14.2%
2007 1,127.4 29.2%
2008 1,244.6 10.4%
2009 1,403.0 12.7%

Table 21: India inflation, 2005–09
Year Inflation Rate (%)
2005 3.3%
2006 6.9%
2007 8.1%
2008 8.4%
2009 10.9%
Table 22: India consumer price index (absolute), 2005–09
Year Consumer Price Index (2000 =
100)
% Growth
2005 115.6 3.3%
2006 123.6 6.9%
2007 133.6 8.1%
2008 144.8 8.4%
2009 160.6 10.9%
Table 23: India exchange rate, 2005–09
Year Exchange rate ($/Rs.) Exchange rate (€/Rs.)
2005 44.1154 54.8337
2006 45.3188 56.8596
2007 41.3570 56.5898
2008 43.8145 64.1115
2009 48.8500 67.9264

APPENDIX
APPENDIX
Methodology
Datamonitor Industry Profiles draw on extensive primary and secondary research, all aggregated,
analyzed, cross-checked and presented in a consistent and accessible style.
Review of in-house databases – Created using 250,000+ industry interviews and consumer surveys
and supported by analysis from industry experts using highly complex modeling & forecasting tools,
Datamonitor’s in-house databases provide the foundation for all related industry profiles
Preparatory research – We also maintain extensive in-house databases of news, analyst
commentary, company profiles and macroeconomic & demographic information, which enable our
researchers to build an accurate market overview
Definitions – Market definitions are standardized to allow comparison from country to country. The
parameters of each definition are carefully reviewed at the start of the research process to ensure they
match the requirements of both the market and our clients
Extensive secondary research activities ensure we are always fully up-to-date with the latest
industry events and trends
Datamonitor aggregates and analyzes a number of secondary information sources, including:
- National/Governmental statistics
- International data (official international sources)
- National and International trade associations
- Broker and analyst reports
- Company Annual Reports
- Business information libraries and databases
Modeling & forecasting tools – Datamonitor has developed powerful tools that allow quantitative
and qualitative data to be combined with related macroeconomic and demographic drivers to create
market models and forecasts, which can then be refined according to specific competitive, regulatory
and demand-related factors
Continuous quality control ensures that our processes and profiles remain focused, accurate and
up-to-date

APPENDIX
Industry associations
International Association for Soaps, Detergents & Maintenance Products
Square Marie-Louise 49, B-1000 Brussels, Belgium
Tel.: 33 2 230 8371
Fax: 33 2 230 8288
www.aise-net.org
Related Datamonitor research
Industry profiles
Global Household Products
Household Products in Asia-Pacific
Household Products in Europe
Household Products in the United Kingdom
Household Products in Sweden
Household Products in Spain
Household Products in Norway
Household Products in the Netherlands
Household Products in Italy
Household Products in Germany
Household Products in France
Household Products in Denmark
Household Products in Belgium
Household Products in Russia
Household Products in Poland
Household Products in Hungary
Household Products in the Czech Republic
Household Products in Australia
Household Products in Taiwan
Household Products in South Korea

APPENDIX
Household Products in Singapore
Household Products in Japan
Household Products in China
Household Products in Brazil
Household Products in the United States
Household Products in Mexico
Household Products in Canada
Household Products in South Africa

APPENDIX
Disclaimer
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The facts of this report are believed to be correct at the time of publication but cannot be guaranteed.
Please note that the findings, conclusions and recommendations that Datamonitor delivers will be
based on information gathered in good faith from both primary and secondary sources, whose
accuracy we are not always in a position to guarantee. As such Datamonitor can accept no liability
whatever for actions taken based on any information that may subsequently prove to be incorrect.

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