Rising household income and lack of time has led to the penetration of washing machines in urban areas which has led to the expansion of the liquid detergents market. The market is estimated to be about Rs 5 billion, growing at 40 per cent per annum. Surf Excel, Ezee and Ariel are some of the leading players in the sector.
As personal and household categories are growing faster than the FMCG average in India, Wipro
Consumer Care is scaling up and offering all formats of liquid detergents – for woollen, delicate clothes and machine wash.
“Our liquid detergent is priced closely to detergent powder. Liquid detergent gives you premium wash especially to delicate clothes at a similar cost. With consumers getting a higher quality wash at similar price of a powder will enable them to switch to liquid detergents,” Chugh added.
The company also launched its fabric conditioner, Softouch, in North India.