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Sanitiser mkt grew more than fourfold after corona

The country’s sanitiser market swelled more than fourfold after the outbreak of novel coronavirus as 152 new entrants and local brands entered the field. Thus, from Rs 10 crore a year ago, the size of the category touched Rs 43 crore this March, according to Nielsen India.

These new entrants commanded 61% market and 46% value share. These include the likes of FMCG companies such as ITC Ltd., Dabur India Ltd., Marico Ltd., Emami Ltd. and Jyothy Laboratories Ltd and liquor maker Diageo. Meanwhile, Marico launched ‘Veggie Clean’, fruit and vegetable cleaner. However, the market share of Dettol from Reckitt Benckiser India Ltd., Lifebuoy from Hindustan Unilever Ltd. and Pure Hands by Himalaya Drug Company Pvt. Ltd. fell to 39% in March from 85% in January and February. Further, the demand for sanitisers, surged to 87% in April 10-14 from 58% between March 17 and 19.

“The pandemic is changing consumer behaviour and needs. There is an exponential increase in demand for our health and hygiene brands, Savlon and Nimyle. Consumers are looking for both safety and supply assurance,” explained Sameer Satpathy, chief executive offer (personal care products business) at ITC.