Kishore Biyani's Future Consumer has declared a war against the fast-moving consumer good (FMCG) giants Hindustan Unilever Ltd (HUL) and Procter & Gamble (P&G) following its foray in the detergents space. Ashni Biyani, MD of Future Consumer, shared her views on the development.
“For us, at Future Consumer, detergent was a very important part of the pie. A large percentage of our sales in retail also comes from detergent,” Biyani told CNBC-TV18 on Friday.
“Our research and studies told us that it is very important to create a detergent that is beyond whiteness and stain remover, cares for your clothes,” she added.
“Typically, we get revenues in the laundry space in retail because we have just launched Voom. So in any large brand, we would be around 5-6 percent of their market share would be from Future Retail. So in that 5-6 percent, we all know that detergent is a Rs 20,000 crore odd category, it was too big for us to miss. We believe that even if we can acquire 20-30 percent share in our own retail stores, it is a sizeable number for us,” said Biyani.
“From a two-three year perspective, we believe we can become Rs 300-500 crore. In terms of pricing, our powders would be around 30 percent cheaper,” she said.
On the market share, Biyani said, “On a long-term basis around 30-40 percent market share is achievable from us at our retail store level. We will figure out whether we will launch this across trade or we will limit it to modern retail as of now. We will formulate those plans as we go along.”