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Typically, the washing machine is an inflexion point in my category because that’s typically the point in time when consumers question their current choices and typically washing liquids come in,' he explained.Īdditionally, the overall size of the wardrobe is also increasing, with consumers buying into a greater variety of fabrics those need to be taken care of differently. Currently, 50-60 million households in India have washing machines, which is expected to go upwards of 100-120 million in a few years. “Consumers are becoming richer, and what it means for my categories is we’re gonna have a lot more washing machines. “So, the headroom for growth is quite significant,' he said.ĭriving the growth for the sector are a few mega themes, the first being that India is premiumizing. In many Southeast Asian countries like the Philippines and Indonesia, the per capita consumption is almost 3-4 times of India,' he added.įor instance, within detergents, 60% of households in the country still use mass-market detergents like Wheel, and penetration of formats like liquids is less than 15%. But if you look at it from a per capita consumption point of view, we are one of the lowest in the world. “India is a large market in terms of size, and HUL’s Home Care business is the largest home care business globally. Subramanian said the company is focused on improving per capita consumption of the category. HUL’s home care business is the largest such business globally, he said. The market has been growing, and we have been, of course, growing ahead of the market and improving our competitiveness,' he added. “We have been fortunate enough to lead a large part of that premiumization with our portfolio.

The company is focussing on driving premiumization in detergents by giving compelling offerings to improve what it calls the “price per wash'.

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“The growth of home care has been pretty significant in the last two-three years, and one of the main growth drivers has been the significant premiumization that is happening even in this category,' Subramanian said in an interview. Other brands within the Home Care portfolio, such as Wheel, Rin and Vim, have crossed the ₹2,000 crore mark in revenue, while the fabric softener brand Comfort has exceeded ₹1,000 crore in business. Additionally, home care liquids crossed ₹3,000 crore in sales in FY23. Surf Excel has already surpassed the milestone of being a $1 billion brand for HUL. While HUL’s overall sales grew by 16% in FY23, the home care division, led by the popular brand Surf Excel, achieved a growth rate of 28%.

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