Following Swach Bharat Abhiyan initiated by PM Narendra Modi, the Cleaning Industry in India is expected to witness the growth of 30 percent in India. Rise in personal disposable income, changing lifestyle of the rural and urban population and the rising awareness post the Swachh Bharat Abhiyan have been contributing factors for reported growth of 20 percent in 2015. According to Ken Research’s India Toiletries and household cleansing market outlook to 2019: The toiletries and household cleaning market is projected to register a CAGR of approx 17 percent between2014-2019. The growth trends are attributed to rise in changing lifestyles and growing awareness about hygiene upkeep at home.
Praveen Khandelwal, Director Pranay Impex, practicing into cleaning aid industry since a decade said, “The Home cleaning equipment industry stands at a whopping figure of Rs 4,500cr and has a potential to grow 20 -30 percent annually. Today the demand is not only concentrated to Urban Market only; the demand for brooms, toilet brushes & scrubbers are on a constant rise from rural parts. Interiors of UP, Bihar, Punjab, Vidharbha & Akola from Maharashtra are buying more of the equipments for their households which have resulted in surge of whopping 30 percent in demand”.
The market players for home cleaning can be divided into three major categories- the organized high end cleaning equipment & service provider, mid level cleaning aids and unorganized traditional providers of home cleaning products. The sector is a mix of organized and unorganized segments where as household cleaning holds one third of the share of the entire cleaning industry and the sector is majorly driven by the SME segment.
Speaking about the demands coming from the rural areas, Khandelwal says “ With a combined capacity from all 4 units , we are catering to consumption of 2.5 lac units of scrubbers per day, we continuously see an uptrend in the consumption in next 5 years. Demand is whopping from all 17 states, where we have a strong distribution network.”
It’s not just the services that define this market, the product segmentation pertaining to home cleaning is still at large and thrive on sufficient penetration in both rural as well as urban.
At present the sector is characterized by limited players and less penetration but is expected to grow at a rate of 30 percent annually.