The Global Soaps and Detergents market is expected to grow from $92.56 billion in 2020 to $95.28 billion in 2021 at a compound annual growth rate (CAGR) of 2.9%. The market is expected to reach $108.65 billion in 2025 at a CAGR of 3%. In the same time the Indian soaps and other detergents market is expected to grow at a CAGR of close to 7%, over twice the global growth rate.
This growth has caught pace due to several factors. One of the most significant factors being the advent of eCommerce. Unlike earlier, when only the major players could meet the large-scale demand and distribution of soaps & detergents, eCommerce and direct to customer paradigms have now made it possible for emerging and smaller indigenous brands to compete both at a local and a global level. More so, better standards of livelihood, and health & hygiene awareness; have made significant impact on people’s priorities with respect to their choices. Finally, the current pandemic has influenced customer behaviour and decision making, where customers on average are now doing more research and are making better informed decisions about the products that they use or bring into their homes.
Once such firm, that is playing an instrumental role in this space, is San Soaps and Detergents. San Soaps is a SMB (small medium business) manufacturer owned and run by a passionate woman entrepreneur, Rita Goel. As Rita Goel, CEO of San Soaps & Detergents explains, “COVID-19 has essentially disrupted the operational efficiency and the value chains due to restriction or shutting or of borders, both dosmetic & international. Therefore, the major manufacturing players who had once moved from a decentralized model to a centralized one, pre-covid, are now moving back to a decentralized model setting up vendor options across the country from a business continuity angle, and in the advent of another unfavorable market cycle.”
Bringing over four decades of extensive experience in the contract manufacturing & private label manufacturing space for home & personal care segment, San Soaps & Detergents is a Bangalore based organization that has played a pivotal role in the industry alongside major conglomerates.
The firm, has continuously evolved its manufacturing and people practices, to build in extensibility and flexibility into its processes while keeping abreast with the changing customer needs & demands. San Soaps & Detergents over the years have grown to offer wide range of services to its clients right from developing formulations for a new product, to contract manufacturing client’s existing formulation, to private label manufacturing of products as an extension of their existing portfolio. The company also offers a plethora of unique packaging options in its catalogue which the client can choose from.
With over 40 years of experience, the company is built on a strong foundation of “Integrity, Innovation, value creation, flexibility, quality and transparency
“We started our journey in the early 1980’s as re-packers of detergent powders for Hindustan Uniliver (then Hindustan Lever Ltd). In 1995, we were upgraded and became co-producers for some of these detergents. In addition, from 2002 we also began to manufacture the liquid range of products. Since then, we have been engaged in the manufacture of Home Care & Industrial care, Institutional care & Baby Care products for various Multinationals and Private Labels across India. Our unit is FDA approved and ISO certified” says Aditya Goel, COO of San Soaps and Detergents.
Having grown leaps and bounds over the years, San Soaps & Detergents is now focused on establishing a state-of-the-art cosmetic formulations unit, under the name of “Sanrisa Cosmetics Pvt Ltd”, so that we are able to be a dedicated one stop facility for all our customer needs be it - R&D, Value Chain or Customer Support. This growth is attributed to 6 pillars that San Soaps & Detergents stands tall on – integrity, innovation, delivering value, flexibility, quality, and transparency.
“While the focus today in the industry is more on backward integration, we as an organization have decided that, instead of being an average full stack player, we would like to be an ecosystem player with the best of breed partners focusing on operational excellence with unparalleled service and quality,” added Aditya.
What is undeniable is that consumer behaviour and expectation is rapidly changing. Large and emerging brands are building in inherent flexibility to respond to this rapid change by working with third party manufacturers as strategic partners rather than just as vendors. As the market consolidates, the ability to drive this model and work with trusted & reputed SMBs like San Soaps & Detergents will be key.
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