Scribd
Upload
176 views

Tissue Paper

The tissue and toilet paper industry in India is growing due to increasing urbanization, organized retail, and awareness of hygiene. However, per capita consumption is still low compared to other countries. Major players include international brands like Kimberly-Clark and Kleenex, and national companies like Premier, Origami, and Pilot. Institutional purchases account for 50-60% of sales. Tissue paper is becoming more common in urban India, replacing handkerchiefs and finding uses in kitchens and hair salons.

Uploaded by

Vinay Tanna
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
176 views

Tissue Paper

The tissue and toilet paper industry in India is growing due to increasing urbanization, organized retail, and awareness of hygiene. However, per capita consumption is still low compared to other countries. Major players include international brands like Kimberly-Clark and Kleenex, and national companies like Premier, Origami, and Pilot. Institutional purchases account for 50-60% of sales. Tissue paper is becoming more common in urban India, replacing handkerchiefs and finding uses in kitchens and hair salons.

Uploaded by

Vinay Tanna
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
You are on page 1/ 2

TISSUE PAPER & TOILER PAPER INDUSTRY IN INDIA

Status:

• Market size is estimated to be between Euro 30 – 50 million


• Need driven by advent of large MNC offices, where tissues are essential in washroom
hygiene.
• An ideal replacement in restaurants & commercial spaces, as water is becoming scarce.
• Increase in organised retail - a main driver of the sales in the home market.
• Exposure to international habits/ greater awareness of hygiene has also created a strong

Demand

• Compared to the international market, per capita consumption levels in India is very low
• Tissue papers in India are still considered an expense—an up market one at that.
Players:
o International brands like Kimberly-Clark and Kleenex are visible in the institutional space.
o Only 4 or 5 national companies like Premier, Origami, Mystique, Euro & Pilot.
[Pilot is one of the most popular with brands like Jackson, Tic Toc, & Maruti for tissues;
o Snow White (under license from Walt Disney), Cellox for toilet rolls and others]
• Institutional purchases form around 50 - 60% of the domestic purchases from tissue
manufacturers.
• Main buyers: hospitality chains, hospitals, F&B retailers, banks/MNC offices & private labels for
retailers.

In urban India tissue paper is trying to ease out the handkerchief, creating a niche in
dispensers in washrooms and looking towards the kitchen. For e.g. Premier is now looking to
innovate for hairstyling salons while Origami is innovating for kitchen wipes and party usage.

Sample Analysis

TRENDS
With the onset of H1N1 flu in 2009, some consumers started keeping boxed facial tissues in their
offices, homes and cars to allow for greater hygiene practices. There was an increase in awareness
about keeping the environment clean, and covering the nose and mouth when in public due to the
increase in swine flu; thus tissues became more popular amongst consumers.

COMPETITIVE LANDSCAPE
The company which led value sales of tissues in 2009 was Premier Tissues India Ltd, with a share of
28%. It was followed by Wintex Tissues Ltd with a value share of more than 12%. There were several
regional brands available, such as Godya, Jackson and Fresh Ones, which had a significant presence at
a regional level.

PROSPECTS
Use of tissues is expected to increase in the forecast period. With urban consumers using these
products on a daily basis whilst travelling and when at work, they are realising the convenience and
the hygiene aspect of using tissues instead of using cloth handkerchiefs. Thus, constant value and
volume sales of tissues are expected to increase in the forecast period.

You might also like