The handwash category is one of the fastest–growing categories in the personal care space in India with a CAGR of 18%, compared to soap’s CAGR of 3%. [Unilever–owned] Lifebuoy and [Reckitt Benckiser’s] Dettol both hold significant market share and these two brands dominate the category (commanding more than 70% market share), along with a few local brands including [Wipro–owned] Santoor. Collectively these brands pour millions into marketing efforts every year.
As with any new player, with a modest budget, looking to enter the category, there was a difficult choice to make:
- Target people predisposed to handwash while competing with...