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 big brands
- Convince people who haven’t been convinced yet to start using hand wash.
We felt getting people to switch from a trusted market leader was going to be tougher than finding new users for the category. After all, why would people wilfully ignore hygiene and choose sickness for their family?