The document discusses fast moving consumer goods (FMCG) in India. It defines FMCG as consumable items that are purchased regularly and have a quick consumption rate. FMCG products can be categorized into household items, personal care items, and food/beverages. The toothpaste market in India has grown steadily, led by Colgate-Palmolive as the dominant player with over 50% market share. Hindustan Unilever is the second largest player in toothpaste. The document provides an overview of the key players and market shares in the Indian toothpaste industry.

1. FMCG: Fast moving consumable goods are all consumable items (other than groceries/pulses)
that one needs to buy at regular intervals. These are items which are uses daily, and so have a
quick rate of consumption, and a high return.
. FMCG can broadly be categorized into 3 segments which are:
 Household items as soaps, detergents, household accessories etc.
 Personal care items as shampoos, toothpaste, shaving products etc.
 Food and beverages as snacks, processed foods, tea, coffee, edible oils, soft drinks etc.
FMCG

2. The tooth paste history in India started from 1975. oral hygiene was the main
domain of local home made powders and Ayurvedic practitioners.
But with the entry of Colgate in Indian market place the awareness about oral care
has been increased a lot.
TOOTHPASTE MARKET SCENARIO

3. The toothpaste market in India increased at a compound annual growth
rate of 6.6% between 2004 and 2009.
The standard category led the toothpaste market in India in 2009, with a
share of 91.5%.
Leading player in toothpaste market in India is Colgate-Palmolive
Company.

4. Major Players in the Market
Colgate Palmolive: It Entered in Indian Market in the year 1937.
Colgate-Palmolive is Rs1,300 Crore company started in year 1937.In Rs2,400 Crore
domestic market it enjoys 55.9% of market share.
It spread across 4.5 million retails outlets out of which 1.5 million are direct outlets.
Hindustan Unilever Limited: it is an Indian consumer goods company established in
the year 1956.
It distribution covers 2 million outlets directly and available in over 6.4 million
outlets in the country

5. • Presently Colgate dental Cream holds 55.9% of market share.
• HUL’s Close up lies far behind with 23% of the existing market share.
• The third player in the marketplace in terms of market share is Colgate Gel
with 10.5% of the market share.
• That leaves 14.5% market share for other Brands like Pepsodent Babool,
Vicco etc.
PRESENT MATKETING SCENARIO

6. Colgate Palmolive India
56%
Hindustan Unilever
23%
Dabur
13%
GSK Healthcare
2%
Others
6%
SALES

7. • Total penetration in the market
• Long durable products
• All-round protection
• Strong distribution all over the country
• Low operational cost
• Strong R&D
STRENGTHS
• High competition
• Volume oriented
• Low customer loyalty
WEAKNESS
SWOT ANALYSIS OF TOOTHPASTE MARKET

8. • More penetration in the rural market
• Targeting kids segment
• Product diversification
• Growing global and hygiene market
OPPURTUNITIES THREATS
• Threats from new entrants
• Increase of manufacturing prices
• Threat of substitutes

9. INDUSTRY ANALYSIS
45%
10%
8%
7%
4%
3%
13%
MARKET SHARE
HUL
Godrej
Wipro
R&B
Nirma
ITC
Others
 HUL is the largest player.
Operates in all segments.

10. INDUSTRY TRENDS
Toilet soaps market is estimated at 530,000 tpa including
small imports.
Premium soaps are estimated to have a market volume of
about 80,000 tons.
Interestingly, 60% of the market is now sourced from the
rural sector.
The penetration is around 90% for overall India.

11. Key Players

17. SWOT ANALYSIS
• Strength: High Penetration, Delicensed Industry
• Weakness: import of vegetable oil and high excise duty
• Opportunities: use of internet as distribution channel, export of
specialty soaps i.e. herbal, Ayurvedic etc.
• Threats: High cost due to high excise duty.

18. INDUSTRY STRUCTURE

19. INDUSTRY TRENDS
• Detergent market has a good penetration but slow growth
• Saturation hits Urban areas
• Bar form of detergents are losing out
• Premium quality synthetic detergents are experiencing growth due to
drop in unit price
• Price competition among major manufactures getting more intense
• Compact detergents meant for washing machines are getting slow
entry

20. MAJOR PLAYERS
• Surf Excel
• Tide
• Ariel

21. SWOT ANALYSIS
STRENGHTS
• Low price
good quality
• Fragrances
• Good brand
visibility
WEAKNESS
• Tough Competition
• Substitute products
at the same price
• Product awareness
not high among
rural markets
OPPORTUNITIES
• Adapts to
changing
customer needs
• Rapid market
growth with
rural market
penetration
THREATS
• Counterfeit
products in rural
markets
• Threat from
existing and new
players

22. Surf Excel
Parent Company HUL
Category Home Care – Detergents
Sector FMCG
Tagline/ Slogan Dirt is Good; Surf Excel Hai Na
USP
Surf Excel offers outstanding stain removal ability on a wide
range of stains
STP
Segment Home Care – Premium Detergent – Bar, Powder, Matic
Target Group Every Indian Household – for washing purposes
Positioning
Surf Excel has constantly upgraded itself over the years, to
answer the constantly changing washing needs of the Indian
homemaker

23. TYPES OF SURF
Surf Excel Blue Detergent Powder- Removes stains in white cloths made
with a mixer of soap noodles.
Surf Excel Detergent Bar- Need no hard wash as it removes stains with
two wipes with this bar.
Surf Excel Gentle Wash- Special liquid made for woolen cloths with no
extra hard surf.
Surf Excel Matic Top Load Powder- Made for machine wash to clean
your cloths without harming your washing machine

24. SWOT Analysis of SURF EXCEL
Strength
1.Premium Detergent Brand for HUL introduced in 1959
2. Surf Excel quick wash is powered with a path-breaking technology- it
reduces water consumption and time taken for rinsing by 50%
3. Strong distribution network by HUL, which is beneficial for the
product
4. Good brand visibility and advertising with new ad campaigns to keep
brand top-of-the-mind
Weakness
1. Slightly Higher price prevents it from reaching to the mass of customers
2. Product awareness not high among rural markets
3. Legal issues due to brand wars
Opportunity
1. Rapid market growth with further rural penetration
2. Adapting to changing customer needs & improving life styles
Threats
1. Low profit margins in detergent sector
2. Threat from existing and new players in the market

25. D DATA ANALYSIS

28. This sector will continue to see growth as it depends on an ever increase
market in internal market for consumption, and demand for these goods
remains more/less constant, irrespective of recession or inflation. Hence
the sector will grow, though it may not be a smooth growth path due to
present world-wide economic slowdown, rising inflation and fall of rupee.
This sector 4will see good growth in the long run and hiring will remain
robust.
CONCLUSION