There is a strong MNC presence in the Indian FMCG market and out of the top 10 FMCG
companies, four are multinationals while two others have significant MNC shareholdings.
Unlike several other sectors where multinationals have entered after 1991, MNCs have been
active in India for a long time. The top five listed FMCG companies on the basis of their sales
turnover in the last financial year (either year ended December 31, 1999 or March 31, 2000)
are:
Company Name
ym(finance_year)
sales
Profit After Tax
Rs. Crores
Rs. Crores
Hindustan Lever Ltd.
199912
10978.31
1073.73
I T C Ltd.
200003
7971.94
792.44
Nirma Ltd.
200003
1717.88
234.1
Nestle India Ltd.
199912
1546.43
98.47
Britannia Industries Ltd.
200003
1169.84
51.02
Colgate-Palmolive (India) Ltd.
200003
1123.53
51.79
Godfrey Phillips India Ltd.
200003
1082.63
42.1
Dabur India Ltd.
200003
1046.28
77.67
Smithkline Beecham Consumer
199912
743.38
97.61
Godrej Soaps Ltd.
200003
714.74
61.89
Marico Industries Ltd.
200003
649.05
35.73
Cadbury India Ltd.
199912
511.08
36.7
Procter & Gamble Hygiene &
200006
492.85
75.03
199812
435.33
31.47
Healthcare Ltd.
Health Care Ltd.
Reckitt & Colman Of India Ltd.
I S P L Industries Ltd.
199903
21.57
0.04
Among the major companies, Hindustan Lever has a strong presence in the food, personal
care and household care (detergents) sectors; ITC is the market leader in cigarettes; Nirma
has a strong presence in the detergent market; Nestle and Britannia are active in the food
sector and Colgate has a strong presence in the oral care segment.
Exports
India is one of the worlds largest producer for a number of FMCG products but its FMCG
exports are languishing at around Rs 1,000 crore only. There is significant potential for
increasing exports but there are certain factors inhibiting this. Small-scale sector reservations
limit ability to invest in technology and quality upgradation to achieve economies of scale.
Moreover, lower volume of higher value added products reduce scope for export to developing
countries.
FMCG >> SWOT Analysis >>
Strengths:
Well-established distribution network extending to rural areas.
Strong brands in the FMCG sector.
Low cost operations
Weaknesses:
Low export levels.
Small scale sector reservations limit ability to invest in technology and achieve
economies of scale.
Several "me-too products.
Opportunities:
Large domestic market.
Export potential
Increasing income levels will result in faster revenue growth.
Threats :
Imports
Slowdown in rural demand
Tax and regulatory structure
Policy issues
Tax reforms
The government has gradually removed the restrictions on imports of consumer goods in the
country and also significantly reduced custom duties. The domestic tax structure of these
products, however, has not been rationalised to provide level playing field for competition. This
is adversely affecting the growth of the FMCG industry and could have far reaching adverse
impact. The following taxation issues need urgent attention of the government:
1) Extremely high incidence of tax on certain product categories
Some FMCG products such as shampoos, processed food, soft drinks and toiletries containing
alcohol attract high rates of excise duty and sales tax. The total tax incidence in some cases is
more than 60 per cent of the cost or more than 30 per cent of MRP. Such high tax incidence
hampers growth of these product categories besides encouraging manufacture of spurious
products and smuggling.
It is recommended that the total excise incidence of FMCG products should not exceed 16 per
cent in the case of non food items and eight per cent in the case of processed foods. Similarly,
the marginal rates of sales tax, which is currently in the range of 10 to 25 per cent, should not
exceed 12 per cent.
2) Irrational domestic tax structure encouraging imports
Significant reduction in custom duty rates of consumer goods has made imported product
cheaper as compared to indigenously manufactured products, due to irrational domestic tax
structure. For instance, goods manufactured in India suffer from cascading effects of taxes on
inputs as additional cost compared to imports.
The cascading effect of sales tax and local levies on inputs used in domestic manufacture
should be eliminated by providing either MODVAT credit or by introducing notional VAT
covering both central and state taxes on an urgent basis.
Moreover, MRP-based excise duty is levied on a large number of FMCG products.
Countervailing duty on the same product when imported is charged on CIF value. The MRP
based assessable value for excise duty does not allow abatement for post manufacturing costs
such as advertising and selling expenses whereas CIF value considered for the purpose of
import duty does not include costs of these elements incurred subsequently by importers.
This differential basis creates unfair competition as tax incidence on domestic manufacture
could be considerably higher in case of those products which incur significant marketing and
distribution cost. There is a need to bring parity in tax incidence between domestic
manufacture and imports by including all such elements of post manufacturing costs while
deciding the abatement percentage of MRP based duty.
3) Inverted Duty structure for selected inputs
Duty on certain raw materials is higher or the same as compared to finished products in which
these materials are used. Such raw materials include oils and chemicals like Soda ash, caustic
soda and LAB. In addition to customs duty, raw materials are also subject to SAD/sales tax
and octroi and therefore total tax incidence and cost of indigenous manufacture goes up. The
import duty on raw materials needs to be rationalised so that it does not exceed 60 to 70 per
cent of the duty on finished goods.
4) Need for rationalisation of taxes on processed foods
Processed food industry, with its vertical integration with the agricultural sector has significant
potential for employment generation and economic growth. The existing tax structure and its
high overall incidence, however, has been hampering the growth of the processed industry.
The increase in excise duty in last years budget from eight per cent to 16 per cent has
adversely affected the growth of processed foods industry. It is recommended that marginal
rate of excise duty on processed foods should not be more than eight per cent and the sales
tax should be levied at four per cent.
5) Cascading effect of Special Excise Duty
The special excise duty introduced last year is not "cenvatable except in the case of selected
products. Most FMCG products covered by tariff chapter 33 such as shampoos, ice creams and
cosmetics are subject to SED. This tariff chapter also contains very wide definition of the term
"manufacture which includes labeling, relabeling or conversion of large packs into small
packs. The levy of SED on such products therefore leads to double taxation when goods are
labeled or converted into small packs after manufacture. It is recommended that SED should
be made "cenvatable; alternatively the term "manufacture needs modification , atleast for
the purpose of SED by excluding labeling, relabeling or conversion into small packs.
Other suggestions
1.
A joint industry government initiative for building a "Made in India brand for FMCG
products is required. With many multinationals moving into the Indian FMCG market, a
concerted marketing strategy which creates strong brands will be needed for Indian
FMCGs to gain recognition in the market.
2.
Better packaging materials are necessary as a large number of FMCG products are
perishable . The government must facilitate more R&D in packaging materials as this
will help in cutting wastes and costs in the sector. The possibility of a longer shelf life
will encourage production of goods of higher value addition by companies in the sector.
3.
While import of most items has been allowed, the government is not geared to
prevent import of spurious products. In other countries, FMCG goods have to be
cleared by regulatory authorities before they are allowed to enter domestic shores.
This is not happening in India and the government needs to undertake a
comprehensive crackdown on these products.
4.
The small-scale reservation policy should be reviewed as it hampers the growth of
this sector. Many reserved products, including several FMCG products can be freely
imported. Under the current policy, not only are Indian producers of many FMCG
products restricted from attaining economies of scale, they also have to compete
against import that do not face constraints on small scale reservations.
5.
Food laws such as the PFA Act should be amended and be made contemporary.
Fmcg introduction
The Fast Moving Consumer Goods (FMCG) sector is the fourth largest sector in the economy
with a total market size in excess of Rs 60,000 crore. This industry essentially comprises
Consumer Non Durable (CND) products and caters to the everyday need of the population.
Product Characteristics
Products belonging to the FMCG segment generally have the following characteristics:
They are used at least once a month
They are used directly by the end-consumer
They are non-durable
They are sold in packaged form
They are branded
Industry Segments
The main segments of the FMCG sector are:
Personal Care: oral care; hair care; skin care; personal wash (soaps); cosmetics and
toiletries; deodorants; perfumes; paper products (tissues, diapers, sanitary); shoe care.
Major companies active in this segment include Hindustan Lever; Godrej Soaps, ColgatePalmolive, Marico, Dabur and Procter & Gamble.
Household Care: fabric wash (laundry soaps and synthetic detergents); household
cleaners (dish/utensil cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and
mosquito repellants, metal polish and furniture polish).
Major companies active in this segment include Hindustan Lever, Nirma and Reckitt &
Colman.
Branded and Packaged Food and Beverages: health beverages; soft drinks;
staples/cereals; bakery products (biscuits, bread, cakes); snack food; chocolates; ice cream;
tea; coffee; processed fruits, vegetables and meat; dairy products; bottled water; branded
flour; branded rice; branded sugar; juices etc.
Major companies active in this segment include Hindustan Lever, Nestle, Cadbury and
Dabur.
Spirits and Tobacc Major companies active in this segment include ITC, Godfrey
Philips, UB and Shaw Wallace.
An exact product-wise sales break up for each of the items is difficult.
The size of the fabric wash market is estimated to be Rs 4500 crore; of household cleaners to
be Rs 1100 crore; of personal wash products to be Rs 4000 crore; of hair care products to be
Rs 2600 crore; of oral care products to be Rs 2600 crore; of health beverages to be Rs 1100
crore; of bread and biscuits to be Rs 8000 crore ; of chocolates to be Rs 350 crore and of ice
cream to be Rs 900 crore.
In volume terms, the production of toilet soap is estimated to have grown by four per cent in
1999-2000 from 5,30.000 tonnes from 5,10,000 tonnes in 1998-99. The production of
synthetic detergents has grown by eight per cent in 1999-2000 to 2.6 million tonnes. The
cosmetics and toiletries segment has registered a 15 per cent growth in 1999-2000 as against
an annual growth of 30 per cent recorded during the period 1992-93 to 1997-98.
In the packaged food and beverage segment, ice cream has registered a negligible growth and
the soft drink industry has registered a six per cent growth in 1999-2000.
Nirma back ground
The Nirma story began in 1969 and since then it has expanded its detergents (cakes
and powders), soaps, soap intermediates Alfa Olefin Sulphonate (AOS) to a level of
Rs. 82 billion. Today, Nirma has a Rs.17 billion share in this market and has been
acknowledged as a marketing miracle. Nirma known for its focus on cost
effectiveness by integrating latest technology manufacturing facilities with innovative
marketing strategies to create world class brands, has by passed MNCs like HLL, P&G
to become the market leader (in terms of volumes) in this price-sensitive industry. In
value terms, Nirma holds 16% market share in the branded detergents segment.
The manufacturing and marketing operations were divided in several closely held
group companies. In FY97, Nirma group restructured its operations and merged 4
companies, namely Nilinta Chemicals Ltd, Nirma Detergents Limited, Nirma Soaps
and Detergents Limited and Shiva Soaps and Detergents Limited, with its flagship
Nirma Limited. Kisan Industries, the sole separate detergent manufacturing unit has
been merged with Nirma in March '00. Nirma now owns all the detergent
manufacturing facilities of the group, besides toilet soap/other industrial chemicals
manufacturing facilities and a modern packaging unit owned by Kisan.
Marketing of products is carried out through a 100% subsidiary, Nirma Consumer
Care Limited (NCCL). NCCL is the licensee for using the trade marks and the brand
Nirma, which are owned by Nirma Chemicals Pvt Ltd. NCCLs lease for the brand will
be in perpetuity, except in the event of Karsanbhai & Associates equity stake in NCCL
falling below 51%.
Shareholding Pattern
Share holding pattern
The share capital of the company is Rs.33.9 crore and the total shares outstanding
amount to 3.39 crore. The face value per share is Rs.10. The stock is currently
trading at Rs. 418, as on May 28, 2001. The market capitalization of the company is
Rs.1415.85 crore. The free float is 18% and the promoters hold 72% stake in the
company.
Business Overview
Nirmas principal business activities pertain to manufacture and sale of detergents and toilet soap.
Nirma dominates the popular detergent segment with brands like Nirma Popular powder, Nirma
Detergent powder, Nirma bar, etc. Super Nirma detergent powder is positioned in the mid-priced
segment. Toilet soaps recorded a strong 40% plus volume and value growth driven by the success of
the launch of "NIMA" brand in FY00. Nirma also sells glycerine, LAB and other industrial chemicals.
The Soaps & Detergents Industry is characterized by a number of small scale manufacturers at one end
of the spectrum and large companies (including MNC's) at the other end. The market for Soaps &
Detergents has increased manifold with changing lifestyles, growing purchasing power, increased
awareness about personal hygiene, responsiveness of the consumer to brands offering superior value
and the spread of audio-visual media. Fabric Wash Industry in India is characterized by (like any other
non-durable product category in India) low per capita consumption and substantial potential in rural
markets ( in terms of category penetration and per capita consumption). Per capita consumption of
fabric wash products in India is just 3.1 Kg, which is very low compared to developed and some
developing countries. Also, this consumption figure has to be viewed against the fact that India's Active
Matter standards are one of the lowest in the world. The Fabric Wash Industry is divided into Laundry
Soaps, Synthetic Detergent Cakes & Powder. The Toilet Soaps Industry is segmented into economy,
popular and premium segments. The market is witnessing fierce competition from MNCs and requires
substantial efforts for market penetration and brand development, reflected by the fact that only 5% of
total production comes from the small scale sector.
The company is hoping to cash in on the advantages of the in-house production of soda ash and LAB,
which together constitute 63 percent of the total costs of soaps and detergents. It is expecting to boost
its sales revenue by selling salt which is the by-product of soda ash. The company will be marketing the
salt called "Nirma Salt" on a platform of "value for money", which is common to all its other products.
At the moment Nirma Salt is being test marketed in Gujarat.
It is planning to add another 60,000 to 70,000 tpa, to its existing toilet soap capacity of 1,10,000 tpa in
Bhavnagar this fiscal. Plans are also under way to increase the detergent capacity from 8,00,000 tpa to
1.10 mn tpa. Nirma also plans to introduce new products and brand extensions in the personal care
segment.
Performance of segments
The sales breakup of the company for FY00 and FY99 is as follows:
Period ended
03/99
03/00
% change
Sales value (Rs mn)
Detergents
8,100.4
8,110.7
+0.12%
Glycerine
257.9
304.7
+18.15%
Linear alkyl benzene
761.3
1,565.3
+105.61%
Salt
9.0
2.6
-71.11%
Shampoo
1.4
0.3
-78.57%
64.6
134.1
+107.59%
Toilet soap
3,275.3
4,674.9
+42.73%
Others
2,259.6
2,383.6
+5.49%
590,031.0
615,749.0
+4.36%
4,269.0
4,810.0
+12.67%
17,688.0
31,552.0
+78.38%
3,588.0
1,044.0
-70.90%
19.0
4.0
-78.95%
Sulphuric acid (Ton)
51,588.0
67,028.0
+29.94%
Toilet soap (Ton)
75,102.0
106,626.0
+41.97%
Detergents (Ton)
13,729
13,172
-4.05%
Glycerine (Ton)
60,421
63,347
+4.84%
Linear alkyl benzene (Ton)
43,040
49,610
+15.26%
2,508
2,490
-0.72%
73,684
75,000
+1.79%
1,252
2,001
+59.82%
43,612
43,844
+0.53%
Sulphuric acid
Sales volume (unit)
Detergents (Ton)
Glycerine (Ton)
Linear alkyl benzene (Ton)
Salt (Ton)
Shampoo (Ton)
Unit realisation (Rs/unit)
Salt (Ton)
Shampoo (Ton)
Sulphuric acid (Ton)
Toilet soap (Ton)
Products
The main products for Nirma are detergent Cakes, Bathing Soaps, other products like salt and industrial
products like linear alkyl benzene, sulphuric acid, glycerin, fatty acid, LAB and soda ash.
SWOT Analysis
Strengths:
Strong Brand equity. Nirma is a Rs.17 billion umbrella brand offering consumers a broad portfolio of
products at multiple price points in the Detergents, Soaps & Personal Care market.
Produces a range of industrial chemical products which primarily serve as raw material or
intermediates for Soaps & Detergents business.
Market leadership in detergents market and fabric wash industry and second largest player in Toilet
soaps industry.
Wide distribution network.
Weaknesses:
High interest burden.
Less presence in premium segment.
Lack global tie ups and thus lacking in export markets.
Opportunities:
Exports.
Acquisitions for strengthening its distribution tie ups.
Entry into other categories like shampoos, toothpastes and fabric whiteners.
Threats:
MNCs coming to India particularly in Toilet and Soap industry.
Emergence of small but strong regional players.
