Summer Intern Report - SBD - Rahul Gupta - 11BM60055

The Industrial Cleaning in India
Profile 2009

Market Research on
Industrial Cleaning Sector in India

Prepared for

By

ACE GLOBAL PRIVATE LIMITED
NEW DELHI, INDIA

Copyright Ownership

The report/market research submitted by Ace Global Private Limited
is the exclusive proprietary right of Italian Trade Commission (ICE)
and will be for exclusive utilization by ICE office. This report shall not
be shared with any other clients in the form of part/sections of the
report without ICE’s prior approval.

Table of Contents

1. Introduction ............................................................................. 1
1.1 Objectives .................................................................................................................. 1
1.2 Coverage of the study................................................................................................ 1
1.3 Methodology ............................................................................................................. 1
1.3.1 Secondary research ........................................................................................... 1
1.3.2 Primary survey................................................................................................... 2
1.4 Draft Report............................................................................................................... 3

2. India – A Brief Profile and Economic Overview ......................... 4
2.1 Geography ................................................................................................................. 4
2.2 Demographics............................................................................................................ 5
2.3 Economic Demographics: .......................................................................................... 5
2.4 Macro-Economic Scenario......................................................................................... 5
2.4.1 Recent Economic performance and future outlook.........................................6
2.5 Business Environment and Policy Framework........................................................... 7
2.6 Currency .................................................................................................................... 7

3. Overview of Industrial Cleaning Sector in India ........................ 9
3.1 Equipment ............................................................................................................... 10
3.2 Consumables ........................................................................................................... 18
3.3 Tools & Accessories ................................................................................................. 20
3.4 Industry Growth Trends .......................................................................................... 22

4. Product Range........................................................................ 26

5. Production Overview ............................................................. 31
5.1 Equipment ............................................................................................................... 31
5.2 Consumables ........................................................................................................... 32
5.3 Tools and Accessories.............................................................................................. 33

6. External Trade........................................................................ 35
6.1 Imports .................................................................................................................... 35
6.1.1 Italy’s Share in Indian Imports ............................................................................. 37
6.2 Imports information compiled from primary survey .............................................. 38
6.3 Import Tariff ............................................................................................................ 42
6.4 Exports..................................................................................................................... 43

7. Channels for Marketing.......................................................... 44
7.1 Structure.................................................................................................................. 44
7.2 Distribution Network............................................................................................... 45
7.3 Market Segments .................................................................................................... 54

8. Employment in the Sector ...................................................... 57

9. Growth Trends ....................................................................... 59

10. Growth Drivers....................................................................... 61
10.1 Real Estate boom in India........................................................................................ 61
10.2 Facility Management Services ................................................................................. 62
10.3 Growth in end-use segments .................................................................................. 63
10.3.1 Health care segment............................................................................................ 63
10.3.2 Organised Retail .................................................................................................. 65
10.3.3 HORECA segment ................................................................................................ 66
10.3.4 IT and ITES sector................................................................................................. 67
10.3.5 Railways ............................................................................................................... 67
10.3.6 Urban Transportation .......................................................................................... 67
10.3.7 Municipal Authorities .......................................................................................... 68
10.4 Efforts by industry ................................................................................................... 68

11. Experiences/Perceptions about Italian equipment/ companies
70
11.1 Product range .......................................................................................................... 70
11.2 Quality ..................................................................................................................... 70
11.3 Price ......................................................................................................................... 70
11.4 Relationship with customers ................................................................................... 71

12. Interest in Tie-ups with Italian companies.............................. 72

13. Conclusions & Recommendations .......................................... 73
13.1 Conclusions.............................................................................................................. 73
13.1.1 Products with Potential ....................................................................................... 74
13.2 Recommendations - Strategy for Italian companies ............................................... 74
13.2.1 Business Structure Options ................................................................................. 74
13.2.2 Practical aspects of doing Business in India ........................................................ 76
13.2.3 Pathways for Market Entry.................................................................................. 76
• Business Development and Promotion ....................................................................... 76
• Business Models .......................................................................................................... 77
• Aggressive marketing for brand building .................................................................... 78
• Two pronged approach to sales and distribution: ...................................................... 78
• Value added services ................................................................................................... 78

Market Research on Cleaning Industry in India

1. Introduction

This report pertains to the market research on Industrial Cleaning Industry in India. The survey has
been sponsored by Italian Trade Commission, New Delhi, on behalf of AFIDAMP - the Italian
Association.

1.1 Objectives

The main objective of this study is to prepare an updated version of the Report on
Market Survey on Industrial Cleaning Machines / Equipment and Products in India,
which was originally prepared in 2006.

Accordingly, this updated report covers the following:
• The current state of the Industrial Cleaning Industry in India
• Principal factors driving the growth of the market, including trends in technology
and products being currently used in India
• Availability of equipment and products (Indian and Imported)
• External trade trends

1.2 Coverage of the study

This study covers cleaning equipment and related products used for professional
applications only. The following categories are covered in this study:
- equipment
- consumables
- tools & accessories

1.3 Methodology

1.3.1 Secondary research

The main sources of secondary information have been
- Economic Survey of India 2009
- Websites of companies
- Journals and publications of various industry bodies (current and past
issues)

Ace Global Private Limited, New Delhi, India 1


Clean & Hygiene Review (a bi-monthly publication of Hammer
Publisher Pvt. Ltd., Delhi)
Clean India Journal (a monthly publication of Virtual Info Systems
Pvt. Ltd., Mumbai)
Facility Management (quarterly publication of International
Facility Management Institute – India chapter)
- Imports and exports statistics from DGCIS, Govt. of India
- Catalogues of Indian manufacturing and marketing companies

1.3.2 Primary survey

A primary survey was carried out to assess the market size, growth trends in the
industrial cleaning sector in India. The primary survey also obtained feedback on
experience, awareness levels and perceptions with regard to foreign (especially
Italian) equipment and products for industrial cleaning.

The primary survey was carried out through personal interviews in all the important
locations for the Industrial cleaning sector, as summarized below:

Table 1.: Primary survey contacts
Number
Indian companies manufacturing and/or marketing industrial 25
cleaning equipment / consumables / tools & accessories
End users of industrial cleaning equipment/products, 12
including Service providers (Facilities Management
companies)
Industry bodies (including publishers of journals) 2
Total 39

A full list of names, addresses and contact numbers of companies/organizations met
during the primary survey, is enclosed as Annex 1.

It is pertinent to highlight here that although most of the respondents were
cooperative, some companies did not agree to meet the consultants while some
shared only part of the information. In such cases, effort has been made to compile
as much information as possible from secondary sources.



A larger database of industry players and other related organizations in the Industrial
cleaning sector in India is enclosed as Annex 2.

1.4 Draft Report

This Draft Report has been prepared based on the compilation and analysis of all information/data
collected through secondary and primary research.



2. India – A Brief Profile and Economic Overview

2.1 Geography

- Total area: 3.28 million sq km (of which land area is approx. 2.97 million sq.km.)
- Land boundaries: 14,103 km
o Border countries:
West: Pakistan 2,912 km
North: China 3,380 km, Nepal 1,690 km, Bhutan 605 km
East: Bangladesh 4,053 km, Myanmar (Burma) 1,463 km
- Coastline: 7,000 km, bordering the Indian Ocean (South), Arabian Sea (South West)
and Bay of Bengal (South East)
- 29 states and 6 union territories. Many of the states are larger than some of the
European countries, both in terms of area as well as population



2.2 Demographics

- Total Population: 1.17 billion, with overall growth rate of 1.548% per annum
- 31.5% of India’s people are under the age of 15
- 63.3% are between the ages of 15 and 64
- Major religions: Hindu 80.5%, Muslim 13.4%, Christian 2.3%, Sikh 1.9%
- Literacy: overall 59.5%; male: 70.2%; female: 48.3%
- National language – Hindi (spoken by about one-third of the population)
- 14 officially recognized regional languages - Bengali, Telugu, Marathi, Tamil, Urdu,
Gujarati, Malayalam, Kannada, Oriya, Punjabi, Assamese, Kashmiri, Sindhi, and
Sanskrit.
- English has associate level status in India and is widely used in business, as well as
everyday life

2.3 Economic Demographics:

- According to India’s premier economics research agency NCAER, the top of India’s
income pyramid has around 1.8 million homes with an annual income of Rs 1 million
and above. The second layer is 2.9 million homes, with an annual income of ranging
from Rs 0.5 million to 1 million.
- Most of these high income households are in urban areas. The total urban
population in India is close to 28%.
- The size of Indian middle class having sizeable household income is estimated to be
around 30 million.
- Top 6 most populated cities in India are Mumbai, New Delhi, Bangalore, Kolkata,
Chennai, and Hyderabad.
- Besides Delhi, the political capital of India, Mumbai is the commercial capital of
India; Chennai is one of most industrialized city of South India. Bangalore is
Information Technology hub of India.

2.4 Macro-Economic Scenario

- Indian Institute of Finance has projected the India’s Gross Domestic Product for
2009-10 to be US$ 1217.6 billion (at current prices).



- Share of Industry and Services in GDP is 25.8% and 57.3% respectively, as per 2008-
09 figures.
- Gross fiscal deficit has been on a declining trend since 2003 and reached a low of 2.7
% of GDP in 2007-08, but it is estimated to be 6% in 2008-09, largely due to liberal
government spending during the economic recession.
- Exports in 2007-08 were US $163.1 billion with growth rate of 29.2% over the
previous year. In 2008-09 exports stood at US $ 168.7 billion pegging a growth rate
of 3.4% on the back of global economic recession. Imports in 2007-08 were US $
251.7 billion with growth rate of 29.2% over previous year. In 2008-09 total imports
stood at US$ 287.8 billion with a growth rate of 14.3 %. Thus India is a net importer
with trade balance of US$ (-)119.1 billion in 2008-09.
- Principal imports are petroleum and oil goods, capital goods/machinery, gold &
silver, precious and semiprecious stones, electronic goods and chemicals
- Principal merchandise exports are textiles/clothing, gems & jewellery,
engineering goods, chemicals/ pharmaceuticals, agriculture products, and
leather goods.
- India had forex reserve of about US$ 309.7 billion in March 2008 and US$ 252.0
billion in April 2009. The total foreign investment inflows were US$ 63.8 billion in
2007-08, out of which FDI was US$ 34.4 billion. Inspite of the global economic
meltdown during the current fiscal, the total estimated FDI inflow in the country is
US$ 33.6 billion.

2.4.1 Recent Economic performance and future outlook

- The average growth rate of GDP of Indian economy has been 8.8% in the past five
years from 2003-04 to 2007-08. Under unprecedented global economic conditions in
2008-09 where many countries have registered negative growth rate Indian
economy is among the fastest growing, with growth rate for 2008-09 estimated
around 6.7%.
- Despite the slowdown, the investments have been buoyant growing at an
impressive rate. The ratio of fixed investment to GDP increased to 32.2% of GDP in
2008-09 from 31.6% in 2007-08.
- The per capita income in 2008-09 measured at constant prices of 1999-2000 was Rs
31,278. In 2007-08 this was Rs 29,901. The per capita consumption in 2008-09 was
Rs. 17,334 as against a level of Rs. 17,097 in 2007-08. There has been a decline in the
growth rate of per capita consumption from 6.9% in 2007-08 to 1.4% in 2008-09
largely due to the impact of economic recession.
- The importance of trade and external capital inflows are increasing in India. The
share of merchandise trade to GDP increased to over 35% in 2007-08 from 23.7% in
2003-04. If the trade in services is included, the trade ratio is 47% of GDP in 2007-08.



- The 11th plan targets 8-10% growth for Indian economy.

2.5 Business Environment and Policy Framework

- Since the economic liberalization in 1991, Indian economy has been fairly open and
has attracted business from all over the world. According to latest World Bank
report – ‘Doing Business with India 2009’, it is easier to do business in India now,
than it was three years ago.
- Ludhiana, a textile and export hub, is ranked as number one city according to ease of
doing business.
- Tax structure in India is increasingly becoming fair and liberal. The general rate of
basic excise duty, central states tax and VAT are being progressively reduced and
rationalized. All quantitative restrictions on the imports have been removed since
2001, barring few highly sensitive items.
- Through various multilateral and bilateral agreements India is reducing its import
tariffs to facilitate trade.
- The number of clearances before starting a business in India sometimes proves
deterrent to new players. Apart from the process is time taking and the bureaucratic
corruption is main hassle. The Global Enabling Trade Report 2008 by WEF ranked
India at a position of 71. China, India’s main competitor was at 48.
- Competition Commission of India and Investment Commission of India along with
various industrial associations like Federation of Indian Chambers of Commerce and
Industry (FICCI) and Confederation of Indian Industry (CII) have been instrumental in
educating and encouraging foreign players to start investing in Indian market.

2.6 Currency

The monetary unit of India is Indian Rupee (1 Indian Rupee = 100 paise). The
fluctuation in the exchange rate of Indian Rupee vis-a-vis US Dollar and Euro has
been summarized in the table below.

Table 2.: Exchange Rate trends
Year Exchange Rate*
2005 1US$ = Rs. 43.27 1 Euro = Rs. 58.44
2006 1US$ = Rs. 44.95 1 Euro = Rs. 54.50
2007 1US$ = Rs. 44.11 1 Euro = Rs. 59.10
2008 1US$ = Rs. 39.41 1 Euro = Rs. 57.85
2009 1US$ = Rs. 48.58 1 Euro = Rs. 67.12



Source: Assorted; * Exchange rates are based on the values in the first week of the
year



3. Overview of Industrial Cleaning Sector in India

Mechanised cleaning was introduced in India in late 1990’s, but is still in early stages of development,
considering the size and potential of the Indian market. Traditionally cleaning was not considered a
dignified profession and, till recently it was considered a menial job to be done by persons of lower
social echelons using their bare hands or rudimentary brooms. Majority of users still rely on the
traditional manual cleaning methods. Of late, however, the customers have begun to realize that
cleaning requires professional skills and mechanized equipment, besides more efficient, hygienic and
environment friendly products.

On the whole, the cleaning industry seems to be transforming from a labour-led industry to a
technology-led industry. Entry of multi-national companies into India, as well as globalisation of
Indian companies has been a major factor in this transformation. The standards are therefore bound
to get better. The facility owners have also realized the importance of good cleaning processes
employed in their premises. It is being increasingly recognised that a clean healthy work place does
increase the employee productivity and customer satisfaction, and any additional investment in
housekeeping will lead to higher dividends, in the long run.

The significant developments in the sector during the last three years are summarised below:
• The market in the last 3 years has seen high paced growth, with
mechanised cleaning being inducted in a variety of new applications.
• A large part of this growth has come from government / semi-government
entities like municipal corporations, railways, hospitals etc.
• A lot of new infrastructure like Metros Rail Stations, shopping malls /
multiplexes, upgraded and new airports, new IT / ITES / Residential
Complexes have come in the market in the last 3 years leading to increased
use of mechanized cleaning equipment and tools.
• The industrial sector, which includes companies in infrastructure, steel,
cement, ports etc., have also contributed significantly towards the growth of
the market.
• Many new international players have entered the market which includes
companies like Comac, Nilfisk (direct presence), Tennant, and Dulevo. Many
manufacturers from China have appointed distributors in India.
• Along with the equipment suppliers, the number and reach of service
providers has also grown significantly. Many housekeeping / facility
management companies have achieved more than 100% growth over the last
3 – 4 years.



The overall industrial cleaning sector has been subdivided into the following three categories:

- Equipment
o Sweepers (with/without aspirator).
o Vacuum cleaners (dry and wet & dry).
o Carpet cleaners (upright machines and injection extractors)
o High pressure washers (hot & cold)
o Steam cleaners
o Single disc machines
o Scrubber driers

- Consumables
o Cleaning chemicals (for wash rooms, Kitchen hygiene, Floor cleaning,
Carpet cleaning, Odour control, window cleaning, etc.)
o Tissues

- Tools and Accessories
o Mops and mops holders, including Multi-purpose Trolleys (including
wringer buckets)
o Window cleaning tools & accessories
o Other Floor cleaning tools (brushes, pads, discs, wipers etc.)

3.1 Equipment

3.1.1 Overall Market Size

The size of the market for industrial cleaning equipment in India is estimated to be about Rs. 2.55
billion to 2.70 billion in 2008-09, as per details below. This does not include the market for high value
vehicle mounted equipment (vacuum cleaners and sweepers), which is estimated at Rs. 1 billion in
2008-09.

Table 3.: Market for Industrial Cleaning Equipment (company wise value of sales)
Sales Turnover in Sales Turnover
2005 in 2008-09
(Rs. million) (Rs. million)
Tier I companies
Roots Multiclean 240 700
Eureka Forbes 240 280
Johnson Diversey 150-160 250-300



Sales Turnover in Sales Turnover
2005 in 2008-09
Man Machine Karcher 90-100 550
Dulevo Commenced Indian 205
operations in 2008
Sub-total 780 – 800 1,985 - 2,035
Tier II companies
IPC Western Floors 60-70 73
Technoclean Equipments ** 60-70
Inventa Cleantec (earlier known 30-40 60-70
as Industrial Spares)
Charnock 10 40-50
Nilfisk Commenced Indian 30
operations in 2007-
08
Soma Specialities 25 15
Innovative 20 30
Delstar 15 30
R V Industries 12 25
Dynavac 10 20
Hafi Elektra 10 17
Aman Cleaning Equipments ** 20
Jags Impex ** 15
Bosch ** 30
Sub-total 140-150 450-500
Others
20-25 companies 30 – 50 125-150
Santoni, Godrej & Boyce
(Tennant), Rodak Swiss
Trademark, Magna Cleaning,
Continental Hygiene Concepts
etc. + imports from China
Total 950 – 1,000 2,550 - 2,700
** in 2005, these companies were included in Tier III



In the absence of any authentic industry data, the above estimate of market size has been arrived at
based on domestic sales figures reported by the leading players during the discussions. However,
there is a large variance in industry size estimates provided by each company, ranging from Rs. 2
billion to Rs. 3 billion. Further, there were also major differences in the sales figures claimed by
individual companies and those reported by other industry players, e.g. while Roots Multiclean
claimed sales of Rs. 700 million, their competitors place their sales at Rs. 400-500 million.

The industry is dominated by five Tier I companies with each having an estimated turnover of above
Rs. 200 million and which together account for about 75% of the market. The second tier companies,
about 15 in number, each having an estimated turnover of above Rs. 10 million, account for 18% of
the market, while the rest is shared between 20-25 small companies – tier III. Many of these tier III
companies are marketing low cost Chinese equipment as well as locally made machines. In the last
few years, companies like Aman Cleaning, Jags Impex and Bosch have reported higher sales and are
now listed under Tier II.

The above market size estimate for industrial cleaning equipment includes spares and consumable
parts, which are an integral part of the equipment, such as motors, brushes, discs/abrasives,
squeegees, filters, gaskets, hoses etc. These spares and consumable parts are generally marketed by
the same companies that market the equipment, and account for about 10-12% of the annual sales.

During the last few years, there have been a few significant new entrants in the industrial cleaning
equipment market like Nilfisk Advance and Dulevo.
• Nilfisk-Advance has recently set up their base in Mumbai, India. While, earlier the
entire Nilfisk range of equipment was marketed in India by Eureka Forbes, now
Nilfisk Advance India has directly entered the market, with Eureka Forbes
continuing to market a part of the range.
• Dulevo India started operations in India in 2008 as a subsidiary of Dulevo
International SpA, Italy, a renowned name since 1976 in the field of industrial
and road sweeping & cleaning equipments. Dulevo International already has a
presence in over 60 countries.
• RGS Impianti, Italy has started marketing their products in India through RGS
Vacuum Systems based in Bangalore. The company has launched their range of 3
phase industrial vacuum cleaners and single phase industrial vacuum cleaners.
The company is also studying the Indian market and may start manufacture in
India.

High Value Vehicle-mounted Sweepers and Vacuum Cleaners

In addition to the conventional cleaning equipment, there is also a significant and
growing market in India for high value vehicle-mounted Sweepers and Vacuum
Cleaners for various applications such as road cleaning, airports, etc.



The market size for high value mounted Sweepers and Vacuum Cleaners is estimated to be about Rs.
1 billion. Delhi based TPS Infrastructure Ltd. is the leading supplier of these types of equipment,
claiming 80% share of the market with a turnover of about Rs. 800 million.

A small company Guru Nanak Engineering Works in Ludhiana has also started
manufacture of mounted sweepers, mostly for Government departments and
expects to sell 35-40 machines per year.

3.1.2 Market for different types of industrial cleaning equipment

By value
The overall market composition for industrial cleaning equipment is summarised
below. Vacuum Cleaners (dry and wet & dry types) are the most widely used
industrial cleaning equipment in India, followed by Sweepers and Scrubber Driers,
together constituting almost two-thirds of the market by value. As can be seen in the
table, there is no major change in the composition of the market since 2005.

Table 4.: Composition of market for Industrial Cleaning equipment - by value
Share in 2005 Share in 2008-09
Sweepers 15-20% 17%
Vacuum cleaners (dry and wet & 35% 35%
dry)
High pressure washers 10-12% 10%
Single disc machines 10% 7%
Scrubber Driers 15-20% 22%
Carpet cleaners 5% Included in Vacuum
cleaners
Steam cleaners 1-2% 2%
Others 3-5% 7%
Source: Primary survey by Ace Global

The sales composition of the leading companies is provided in the table below. Vacuum cleaners form
an important category for all companies, though to a varying degree. However, scrubber driers are
most important for Roots Multiclean, while vacuum cleaners and sweepers are important for Eureka
Forbes. Some companies which are marketing only one type of equipment are not included in the
Table (e.g. Nilfisk Advance - road sweepers, Hafi Industrial vacuum cleaners and Bosch Cold washer
high pressure cleaners)



Table5.: Company-wise Sales break-up (% by value)
A) Tier I companies
Equipment Roots Eureka Johnson Man Dulevo TPS
Multiclean Forbes Diversey Machine
Karcher
Vacuum Commercial 11% 19% 28% 21% 6%
cleaners Industrial 3% 12% 0% 2% 2%
Industrial 0 0 0 0 0 47%
Fixed /
Vehicle
Mounted
Sub Total 14% 31% 28% 23% 8% 47%
Single disc machines 0% 4% 13% 0% 3% 0
Sweepers Manual 13% 0 0 0 0
Ride On 10% 16% 22% 0 18% 5%
Road 32% 0 0 23% 59% 48%
sweepers
Sub Total 65% 16% 22% 23% 77% 53%
Scrubber Walk 20% 22% 22% 14% 6% 0
Driers behind
Ride on 6% 11% 13% 10% 4% 0
Sub Total 26% 33% 35% 34% 10% 0
High Hot water 0 0 0 0 0 0
Pressure Cold water 3% 9% 4% 8% 1% 0
Cleaners Sub Total 3% 9% 4% 8% 1% 0
100% 100% 100% 100% 100% 100%

B) Tier II & III companies (selected)
Equipment IPC Inventa Charnoc Aman Jags Godrej &
Western Cleantec k Impex Boyce
Floors (Tennant)
Vacuum Commercia 39% 14% 50% 14% 84% 0
cleaners l
Industrial 12% 0 0 0 0 0
Sub Total 51% 14% 50% 14% 84% 0
Single disc machines 5% 4% 4% 4% 16% 0



Equipment IPC Inventa Charnoc Aman Jags Godrej &
Western Cleantec k Impex Boyce
Floors (Tennant)
Sweepers Manual 0 38% 0 38% 0 0
Ride On 0 13% 0 13% 0 69%
Sub Total 0 51% 0 51% 0 69%
Scrubber Mechanise 0 0 0 0 0 0
Driers d
Walk 24% 10% 24% 10% 0 12%
Behind
Ride on 10% 6% 6% 6% 0 19%
Sub Total 34% 16% 30% 16% 0% 31%
HOT 0 0 0 0 0
High WATER
Pressure Cold water 10% 16% 8% 0 0 0
Cleaners Sub Total 10% 16% 8% 16% 0% 0%
Total 100% 100% 100% 100% 100% 100%

By volume

The market size for different types of industrial cleaning equipment, in terms of
volume of sales, is difficult to estimate due to the wide range of models within each
type of equipment, suited for different applications. For example, Man Machine
offers several models of vacuum cleaners (including shoulder mounted model), with
air flow ranging from 44 litres/sec to 112 litres/sec. Similarly the company sells 9-10
different models of Scrubbers and Scrubber Driers, including walk-behind and ride-
on models.

However, based on feedback of equipment marketing companies as well as end users, the broad
market size by volume, is as in the table below, for the leading companies in each equipment
category. The wide variation in prices in some cases is due to availability of low-cost Chinese and
locally manufactured equipment.

Vacuum cleaners are by far the most commonly used equipment, in volume terms.

Table 6.: Composition of market for Industrial Cleaning equipment - by volume
Equipment Type Market size Price range
(Nos.) (per unit)



Sweepers Manual sweepers 9000 Rs. 6000 –
(with/without 10,000
aspirator) Industrial sweepers
walk behind type 200 Rs 100,000
ride on type 190 Rs. 0.7 – 1.5
million
Vacuum cleaners Commercial and Professional 39,500 Rs.7,000 -25,000
(dry and Industrial Vacuum Cleaners 420 Rs. 70,000 -
wet&dry) 125,000
High pressure Cold 8,450 Rs.5,000 –
washers 40,000
Hot 1,500 Rs. 100,000 -
125,000
Single disc 3,000 Rs. 30,000 -
machines 70,000
Scrubber Driers Walk behind Scrubber Drier 2,665 Rs. 80,000 –
150,000
Ride on Scrubber Drier 200 Rs.550,000 -
700,000
High Value Large industrial vacuum 75 – 100 Rs. 4 million
Vehicle-mounted cleaners 7.5 KW to 200 KW (excluding the
Sweepers and price of vehicle)
Vacuum Cleaners Sweepers 200 litres to 6500 ~ 200 Rs. 1 to 5 million
litres (excluding the
price of vehicle)

Recent new product introductions:
In the recent years, several foreign companies (including Italian) have entered the Indian market,
either by setting up Indian subsidiaries or through marketing tie-ups with importers and distributors.
Some of these as well as Indian companies have launched new products. An indicative list of
companies and their products launched in India, is given below:
• Roots Multiclean – EZE Clean and dry mops, RM series floor stripper, sealer
and floor finish, Dry Foam carpet cleaning system, Minuteman MPV31 wide
area vacuum cleaner
• Cimel s.r.l Italy - automatic scrubber drier Turbolava 35 Facile
• Im.Ex.Serve Italy – IMEX Air Water high pressure Washer, IMEX-CxW
microfiber cloth wipe , IM.EX.SV13 Nebraska, a diesel steam car wash.



• Soma Specialty – Cyclotron Mini compact scrubbing machine, Desiderio Plus
steam cleaner from Capitani of Italy, Cyclon Max-75 special purpose machine
for restoration of stone floors, cyclone FP 240 flame proof floor cleaning
machine
• Dulevo India – 1300 Star sweeping machine, model S20/E Industrial Vacuum
Cleaner from Dulevo Italy,
• Inventa - Italian RCM S.p.A road sweeper for cement industry, Compact
scrubber/drier, smokeless Hot Water High Pressure Jet cleaning machine,
• Cilmas s.r.l Italy – Mirage Spinning 490 floor washer drier-Rainbow Cleaning
System manufactured by Rexair LLC, USA which can purify, deodorizer,
medicate and aromatize air in a room
• Lavorwash sps Italy – High pressure vacuum cleaners and auto scrubber drier
through Aman
• Lavorwash S.p.A FA-SA , Italy – Kappa & Kaiman range s of hot water high
pressure systems
• Hako & Roots Multiclean – Hakomatic B45 compact scrubber-drier, Hako
Citymaster 1200 street sweepers (about 50 supplied0, Hakomatic B 30
compact scrubber drier,
• Super Tech Equipment, Thane – SEW Series Vacuum Cleaners in 5 models
• Glutton of Lange Christian, Belgium – Self Propelled street sweeper
• Surie Polex – high speed floor polishers
• Taski - Swingo 1650 for floor cleaning, JFfit onboard dilution control system
that automatically feeds right amount of chemicals and Swingo 150 new ultra
compact scrubber, which is like a vacuum cleaner for entry into restricted
areas.
• Man Machine – Karcher CV 66/2 brush type vacuum cleaner, Karcher BR
30/4C, BD 60/95 RS Model step on scrubber drier
• Hefter Cleantech, Germany – Convert 82 convertible cleaning system for
scrubbing, grinding, burnishing and crystallizing.
• Nilfisk Advance – Alto Scrubtec 233 compact scrubber driers
• Johnson Diversey India – Trooper SD Plus scrubber with attached foam
generator, Alpha HP (a green seal certified multi-surface cleaner), New range
of industrial vacuum cleaners for industrial waste and soil
• Kam Avida – VT 650 Dual Sweep mounted sweepers from Johnston Sweepers,
UK.
• Tennant, USA – Green Machines through Godrej & Boyce



• Annovi Roberberi India – High pressure cleaners and pumps from Annovi
Roberberi Spa
• Bitimec International, US have launched its simple compact inexpensive and
cost effective power-brush Speedy Wash line for buses and trucks.
• Charnock – Ride on scrubber drier Vario from Numatic

3.2 Consumables

The market size for consumables used for industrial cleaning in 2008-09 is estimated at about Rs. 6.50
– 7.00 billion, representing an increase of about 140% over the 2005 level. Among the two
constituents of the segment, namely Cleaning Chemicals and Tissues, the share of cleaning chemicals
has increased from 66% in 2005 to 78% in 2008-09, which is in line with the trend of increasing use of
mechanised cleaning equipment for various applications.

The industry players have also pointed out that in the last few years, the share of organised players
has increased from 25% to about one-third of the market, as more end users now prefer to use high
quality consumables which are not only more efficient but also more suitable for use with cleaning
equipment, and therefore work out to be more cost effective.

3.2.1 Chemicals
As per discussions with some of the leading players, the market size for industrial cleaning chemicals
has grown from Rs. 1.8-1.9 billion in 2005 to about Rs. 5.0-5.5 billion, an increase of about three
times. The use of professional grade cleaning chemicals has increased substantially, although
according to the industry the use is still limited mainly to high end users in various segments like
HORECA, healthcare and commercial segments. Therefore, the demand is expected to increase
manifolds in the coming years, due to several factors, such as increasing demand for the industrial
cleaning equipment, increasing trend of cleaning services being outsourced to professional facilities
management companies, and increasing awareness for using more effective, efficient and
environment friendly products for cleaning applications.

3.2.2 Tissues
Tissues market (washroom tissue papers, facial tissues, paper towels/napkins etc.) is
estimated to be about Rs. 1.50 to 1.60 billion (up from Rs. 0.90-1.00 billion in 2005.
Kimberley Clark, the market leader holds about 30% share of the market by value.
Another leading company in the organised sector Pudumjee’s imports bulk rolls and
converts the same into retail packs at their works in Pune.

Table 7.: Composition of market for Industrial Cleaning Consumables - by value
2005 2008-09 %
Rs. Million Rs. Million



Cleaning 1800 – 1900 5,000 – 5,500 ~78%
chemicals
Tissues 900 – 1000 1,500 – 1,600 ~22%
Total 2,700 – 2,900 6,500 – 7,000
The company-wise sales of the organised sector players, are summarised below:

Table 8.: Company-wise sales of Chemicals and other cleaning products (organised
sector)
Total Sales Turnover Total Sales Turnover
2005 (Rs. Million) 2008-09 (Rs. Million)
Pudumjee 120 700
Kimberly Clark 50-60 600
Johnson Diversey 100 – 120 250-300
Schevaran Laboratories 80 160
Eureka Forbes (Ecolab) 40 75
Jade 30-40 N.A.
Origami 50 75
Haylide Chemicals 10-20 40-50
Rancher 10-15 N.A.
Hygiene Products of India 10 N.A.
Altret Performance Chemicals 5 N.A.
Gujarat
Naveen Polycon > 10
Others 125 – 150 250-300
Total (organised sector) 650 – 750 2,200 - 2,300

For Kimberley Clark, about 80% of the turnover comes from Tissue paper, while 20%
is contributed by other products like Wipers, Apparels & garments, Gloves, Eye
protection, soap/hand sanitizers, dispensers, air neutralizers, Paper napkins (locally
procured).

Some of the companies met during the research felt that the economic recession has
not impacted their sales much as they have maintained the quality and competitive
pricing of their products.




• Bio-Productions Ltd. / Stapro, UK - environment friendly cleaning products
and formulations through Charnock, Bangalore.
• Haylide Chemicals, Jabalpur – Sterix-A, advanced biodegradable cleaning
solution
• Henkel India – Pril degreasers, Renuzit brand car & air fresheners, super
odour neutralizers
• Jade – Auto Foam soap dispensers
• Mecserflex UK – Sagewash Sanitizer through Orange Care Solution Pvt. Ltd.
Bangalore
• Cole-Palmer India – IS formulated cleaning concentrate
• A R Enterprises, Delhi – Valorem Aerosol Dispensers
• Pudumji, Mumbai – Greenlime range of fragrances
• Hokwang , Taiwan – HK-RSD Auto Soap Dispenser
• DAGA Finmark India, Ahmedabad – Electroclean for electronic items like
computers, fax machines, photocopiers etc.
• Vinci Chem, Andhra Pradesh – Vinci Biomex, a European technology cleaning
solution.
• Quartz Home Care, New Delhi – Wizard floor cleaners

3.3 Tools & Accessories

The tools and accessories comprise of non-mechanised equipment used for manual
cleaning, categorised broadly as follows:
o Mops and mops holders
o Multi-purpose Trolleys (including wringer buckets)
o Window cleaning tools & accessories
o Floor cleaning tools
o Others (brushes, pads, discs, wipers etc.)

The total market for tools and accessories is estimated to be between Rs. 1.30 to 1.50 billion, of
which the share of unorganised sector is estimated to be around 65%, including sundry imports from
China, Hong Kong and Korea.

Table 9.: Composition of market for Industrial Cleaning Tools & Accessories - by value
Value 2005 Value 2008-09
Mops and mops holders 200-225 350-375



Trolleys 25-30 50-100
Window cleaning tools and 70-80 200-225
accessories
Floor cleaning tools 250-275 450-500
Others (brushes, pads, discs, wipers, 100-150 250-300
etc.)
Total 650-750 1,300-1,500

Almost all the organised sector players are marketing imported tools and accessories, except Roots
Multiclean, which manufactures some mops and wringer buckets/trolleys.

Table 10.: Company-wise sales of Tools & Accessories (organised sector)
Value 2005 (Rs. Value 2008-09 (Rs. million)
million)
Continental Hygiene 80-100 150-200
Concepts
Cradle Runways 35-40 100
Roots Multiclean 30-35 30-35
Unger 35 50-75
Johnson Diversey 20-25 40-50
Poona Brush 20 25
Man Machine Karcher 10-15 20-25
Bangalore Brushware 10 15
IPC Western Floor 5 6.5
J&B - N.A.
Inventa Cleantec - 2.5
Others 5-10 20-25
Total 200-250 450-550
Note: Aerial work platforms used for cleaning of windows and building facades, are multi-purpose
equipment also used for construction, repair & maintenance, painting etc. The leading company,
Cradle Runways Pvt. Ltd. reported sales of about R.s 35-40 million during 2005-06. In 2008-09, the
company received orders to the tune of 200-220 million and executed about half of the orders. It
expects to reach a target of Rs. 150 million during 2009-10.

• Brush Tech India – Welcome brand brushes for road and floor sweepers
• Corazzi Fibre S.r.l, Italy – Non woven abrasives through Ethos Corp, Mumbai



• Superclean Scandinavia AB, Sweden – Qleeno Quiet, a combi scrubber for
noise sensitive areas.

3.4 Industry Growth Trends

The industrial cleaning industry in India has seen accelerated growth in the last few years, registering
a CAGR of 34% per year, with the equipment segment growing at the fastest rate of 39% per year.

Market size in 2005 Market size in Growth
(Rs. million) 2008-09
Overal CAGR
(Rs. million)
l
Equipment 950 – 1,000 2,550 - 2,700 170% 39%
Consumables 2,700 – 2,900 6,500 – 7,000 141% 37%
Tools and 650-750 1,300-1,500 100% 26%
Accessories
Total 4,300 – 4,650 10,350 – 11,200 141% 34%

Consumables continue to account for a major share of the industrial cleaning market (63% by value)
as their use extends to applications where mechanised cleaning, using equipment and/or tools, has
not yet become common.



Market Composition, 2005 Market Composition, 2008-09

Tools
Tools
and
and
Access Equipm
Access Equip ories ent
ories ment 13% 24%
16% 22%

Consu Consu
mables mables
62% 63%

Market Size Growth

7000
6000
5000
Rs. million

4000
3000
2000
1000
0
Equipment Consumables Tools and Accessories

2005 2008-09

The above computed industry growth rates are also corroborated by the key industry players met
during the research. Most companies claim to have grown at a healthy rate of 20 to 40% per year
during the last three years. The overall industry has grown at an average of around 30% per year.
Further, there is near unanimity among industry players that the industrial cleaning sector is poised
for an even higher growth of 30%-40% in the coming years, given the healthy growth in most of the
end-use sectors.



The table below summarises the responses relating to past growth trends and the expected future
growth of the industry.

Table 11.: Rate of expansion/ growth of the sector in the last few years
Annual Growth rate (%)
Past (3-year Projected Growth
average)
Company Industry
Equipment
Roots Multiclean 15-20% 30-40% 45%
Eureka Forbes 20% 15% 35-40%
Johnson Diversey 50-60% 10-11% 15%
Man Machine 25% 25% 40-45%
IPC Western Floors 25-30% 25040% 30%
Inventa Cleantec 25% 40% 50%
Soma Specialities 30-40% 30-40%
Innovative 30% 100%
R V Industries 30%
Santoni 10-15% 20% >25%
Rodak Swiss 200% 20-30% 30%
Technoclean Equipments 40% 40%
Aman Cleaning Equipments 0 40-50% 50-60%
Magna Cleaning 30-40% 50%
Godrej 25%
TPS Infrastructure 100% 40% 40%
Guru Nanak engineering 15-20% 15 – 20 – 25%
works 20%
Consumables
Pudumjee 18-20% 18-20%
Schevaran Laboratories 20% 30%
Eureka Forbes 20% 15% 35-40%
Jade 15-20% 20%
Kimberly Clark 10-15% 10-15%%
Poona Brush 10% 20% >20%
Hygiene Products of India 40-50% 50-60%
Haylide Chemicals 200% 10-15% >15-20%



Naveen Polycon 10-15% 10% 20%
Tools & Accessories
Continental Hygiene 25% 50%
Products
Unger India 40% 40% 40%
J & B Industries 20% 20% 30-40%



4. Product Range

Most of the companies tend to carry all types of equipment, though the range in terms of number of models varies from company to company. The following
table summarises the product range offered by various companies, both imported as well as indigenous.

Table 12.: Product range of individual companies

a) Equipment
Sweepers Vacuum Carpet High Steam Single Scrubber Remarks
Cleaners Cleaners Pressure Cleaners Disc s / Driers
Dry Wet & Washers machine
Dry s
Roots Multiclean 80% of machines
will be
manufactured in-
house by 2010-
2011
Eureka Forbes
Johnson Diversey
Man Machine
Karcher



Dry s
Dulevo
IPC Western Floors
Technoclean
Equipments
Inventa Cleantec

Charnock
Soma Specialities

Innovative

Aman Cleaning
Equipments
Santoni
Godrej & Boyce
Rodak Swiss
Trademark
Hafi Elektra



Dry s
Magna Cleaning
Systems
Poona Brush
Company
Legend:
Imported Manufactured

b) Consumables
Wash Kitchen Floor Carpet Odour Other Tissue
room hygiene cleaning cleaning control chemicals paper
products products products products products
Pudumjee Hygiene Photography
& X-rays
Johnson Diversey
Kimberly Clark
Imported in
rolls and cut



Wash Kitchen Floor Carpet Odour Other Tissue
room hygiene cleaning cleaning control chemicals paper
products products products products products
to size
Schevaran
Eureka Forbes
(Ecolab)
Jade International
Origami
Altret Performance
Chemicals
Haylide Chemicals
Chemicals
for
photography
& X-rays
Rancher
Hygiene Products
Naveen Polycon
Roots Multiclean

c) Tools & Accessories



Mops and Trolleys Window cleaning Floor Others (brushes,
Mop tools & accessories cleaning tools pads, discs,
holders scrubbers, wipers,
hoses etc.)
Continental Hygiene
Concepts
Roots Multiclean
Unger India
Johnson Diversey
Eureka Forbes
Man Machine
IPC Western Floor
Charnock
Poona Brush
Bangalore Brushware
J & B Industries
Dulevo

Legend:
Imported Manufactured



5. Production Overview

5.1 Equipment

The industrial cleaning equipment market in India continues to be import driven. Only one of the five tier I
companies, Roots Multiclean has production facilities in India. On the other hand, many of the tier two
companies have production facilities, though with limited capacity and product range to supplement the
imported equipment marketed by them.

Roots Multiclean has a well-established manufacturing set up, with three factories in Coimbatore in Tamil
Nadu (south India). One of the factories is a 100% Export Oriented Unit, manufacturing a single model of
Floor Washer which is exported through Hako’s marketing network in Europe. Nearly 55-60% of the
company’s sales (by value) come from domestic production, while imported equipment account for 40-
45% of the sales. The company manufactures a range of equipment, based on technical know-how from
joint venture partner Hako, Germany. In 1999, the company also launched an indigenously designed Floor
Washing machine ‘Wizard’ which is also being exported through marketing tie-ups with world’s leading
companies such as Trovox, UK, Minutemen, USA, Nilfisk, and INB Hong Kong. In the recent years, the
company has added Single disc machines to their product range. In 2008, Roots Multiclean also signed a
collaboration agreement with Minuteman Power Bosch USA.

The indigenous production facilities for industrial cleaning equipment are summarised in the table below:

Table 13.: Producers of Industrial Cleaning Equipment
Name of Production range Production sites Foreign
company collaboration, if
any
Roots Scrubber Driers, 3 factories: Joint venture with
Multiclean Manual Sweepers, - Coimbatore (Tamil Hako Werke,
Ltd. Mini Floor Washer, Nadu) Germany
Single disc machines Minuteman Power
Bosch USA
(subsidiary of
Hako) since 2008
Inventa High pressure washers Noida (Uttar Pradesh) Italy for exclusive
Cleantec and steam cleaners, marketing



any
Manual sweepers
Soma Auto Scrubbers, back- Mumbai (Maharashtra)
Specialities pack vacuum cleaners,
carpet cleaners
Innovative Vacuum cleaners Mumbai (Maharashtra)
Magna High pressure washers Mumbai (Maharashtra) Assembly of
imported SKDs
Santoni All Faridabad (Haryana)
Hafi Elektra Vacuum cleaners for Pune (Maharashtra)
textile industry
Technoclean Single disc machines, Noida (Uttar Pradesh)
Equipments Scrubber driers
TPS Mounted sweepers, Bhiwadi (Rajasthan) & Wieland
Infrastructure Large mounted Ghaziabad (UP) Lufftenchnik
vacuum cleaners, Germany,
Compactors Stummer
Eurowaren,
Austria

Several other small companies, such as Guru Nanak Engineering Works, Ludhiana (mounted sweeping
machines), Aman Cleaning, R V Industries, Delstar, Dynavac, etc., also manufacture industrial cleaning
equipment with indigenous know-how.

5.2 Consumables

Table 14.: Producers of Chemicals and other cleaning products
any
Pudumjee Tissue papers Pune (Maharashtra)



any
Johnson Industrial cleaning Two factories
Diversey chemicals - Daman 85% of
production
- Nalagarh 15% of
production
Schevaran Industrial cleaning Mysore (Karnataka) Rochester
chemicals Midland, USA
(since 2006)
Kimberly – Tissue papers Pune (Maharashtra) Kimberly-Clark
Clark Worldwide
Altret Industrial cleaning Surat (Gujarat)
Performance chemicals
Chemicals
Haylide Industrial cleaning Jabalpur (Madhya
Chemicals chemicals Pradesh)
Poona Brush Brushes Pune (Maharashtra)

Bangalore Brushes Bangalore (Karnataka)
Brushware
Naveen Chemicals & Okhla (Delhi)
Polymers detergents

All leading companies claim to be using latest international technology where the emphasis is on low
toxicity and use of eco friendly & biodegradable raw materials, besides overall quality, and effectiveness.
Also products are multipurpose and user friendly.

Some companies also undertake contract manufacturing for equipment suppliers, such as Haylide
Chemicals for IPC Western Floors, which markets equipment from IPC Italy.

5.3 Tools and Accessories



Roots Multiclean is the only leading player producing trolleys, mops, wringer buckets at
their Coimbatore (Tamil Nadu) facility.

Poona Brush and Bangalore Brushware manufacture a wide range of brushes used for
industrial cleaning applications, as attachments to equipment as well as for manual
cleaning. Poona Brush has installed a CNC machine for manufacturing technical brushes.
The company imports all critical raw materials (bristle, fibres etc.) from Germany, Italy,
USA etc.

Cradle Runways produces window cleaning systems, but the major part of their
production is the cradle/trolley, which are multi-purpose equipment, used for a variety
of applications besides window/façade cleaning.

J & B Industries started with a factory in Delhi, and have recently set up a new
automated facility near Lucknow in UP for manufacturing Cleaning Brushes, Cleaning
Pad, Cleaning Sheet, Dishwasher Scrubber, Galvanized Iron Scrubber, Mops, Pot
Scrubber, Scouring Pad, Scrub Sponge & Stainless Steel Scrubbers under the brand name
“Super Brite”.



6. External Trade

6.1 Imports

Directorate General of Commercial Intelligence and Statistics (DGCIS), an organisation
under the Ministry of Commerce & Industry, Govt. of India, is the only official source of
import data in India. However, as reported earlier, in the Export-Import database
maintained by DGCIS, industrial cleaning equipment and products are not discernible as
distinct items, as most companies are importing cleaning equipment under a general HS
code 84798999, which refers to “Other machines and mechanical appliances having
individual functions not specified or included elsewhere in the Chapter 84” – please
refer table below. The import statistics under this code do not pertain only to
equipment for industrial cleaning applications, as they represent broad product
categories covering various applications. Further, all equipment and products used for
industrial cleaning are not necessarily included in these statistics as some importers use
other custom codes for similar products.

However, the import statistics reported in DGCIS data for some of the items of interest
is tabulated below. It is seen that China is emerging as a major supplier, mainly due to
more competitive prices. As an example in 2007-08, Italy exported 980 industrial
vacuum cleaners at US$ 3,980 each, while China supplied 14,640 machines under the
same category at an average price of US$ 1,230 each, which is less than one-tenth of the
average price of Italian equipment.

Table 15.: Imports of Cleaning Equipment
Custom code and Value (US$ million) Quantity (Nos.)
Description 2005 2006 2007- 2008- 2005 2006 2007 2008
-06 -07 08 09 -06 -07 -08 -09
(Apr- (Apr-
Dec) Dec)
84642000 - Grinding / 7.38 8.70 14.3 12.37 300 550 420 430
Polishing machines for
working stone etc.
84798950 - Car 0.18 0.22 0.26 0.95 120 50 60 -



Description 2005 2006 2007- 2008- 2005 2006 2007 2008
-06 -07 08 09 -06 -07 -08 -09
(Apr- (Apr-
Dec) Dec)
Washing and related
appliances
84798991 - Industrial 5.96 7.13 1.57 0 9,180 9,730 18,100 0
Vacuum Cleaners
85081000 - Vacuum 2.34 3.14 6.90 0 157570 222200 287360 0
Cleaners
85092000 - Floor 22.07 11.78 0.07 0 1780 70 320 0
polishers
84798999 - Other s 307 410 559 424 70,000 106,000 127,000 90,000

Table 16.: Imports of Consumables
Custom code and Value (US$ million) Quantity
Description 2005 2006 2007- 2008- 2005 2006 2007 2008
-06 -07 08 09 -06 -07 -08 -09
(Apr- (Apr-
Dec) Dec)
48025450 - Tissue 2.66 3.18 3.78 2.37 1266 1981 2217 1457
Paper (Kg)

33074900 - Other 0.76 0.91 1.19 1.02 286 230 243 220
Odoriferous preparations
used for de-odorizing room
(excluding agarbatti) (Kgs)

34029011 - Washing and 3.22 3.73 3.63 3.74 1083 1104 953 1331
cleaning preparations having
basis of soap other organic
surface active (synthetic
detergents) (Kg.)

34029019 - Other (synthetic) 4.91 5.49 6.26 4.05 1555 2578 2531 2021
detergents (Kg)

38084000 - Disinfectants 0.65 2.48 1.28 0 108 493 155 0
(Kgs)

Table 17.: Imports of Tools and Accessories



2005 2006 2007 2008 2005 2006 2007 2008
-06 -07 -08 -09 -06 -07 -08 -09
(Apr- (Apr-
Dec) Dec)
96035000 - Other 2.25 2.37 2.99 2.81 282 505 549 699
Brushes constituting parts
of machines, vehicles etc.
6805 - All types of 11.61 15.94 19.6 16.85 1606260 18434 248063 252622
Natural/artificial abrasive 60 0 0
powder etc. of textile
material or paper/ paper
board w/n cut to shape

6.1.1 Italy’s Share in Indian Imports
Italy is among the leading suppliers of industrial cleaning equipment and tools to India in almost
all the categories. However, in consumables, Italy’s share is much lower. As can be seen from
the table below, China and other Asian countries such as Korea, Japan, Singapore and Thailand
are also emerging as significant contenders for a share in the Indian market.

Table 18.: Italy’s Share in Imports
Custom code and Description Top exporting countries in
2007-08 (US$ million)
Equipment 84642000 - Grinding / Polishing machines Italy 4.63; China 3.31 ; Germany
for working stone etc. 3.19
84798950 - Car Washing and related USA 0.09 ; Korea 0.03; China 0.02;
appliances Italy0.01
84798991 - Industrial Vacuum Italy 0.39 ; China 0.18 ; Sweden
Cleaners 0.38 ; Denmark 0.27
85081000 - Vacuum Cleaners China 3.15 ; Italy 0..81 ; Germany
1.40 ; Singapore 0.23
85092000 - Floor polishers China 0.02 ; Switzerland 0.04 ;
Italy Nil
84798999 - Others Germany 77.34 ; Italy 77.33 ;
Korea 65.79 ; China 65.59
Consumable 48025450 - Tissue Paper China 0.92 ; Germany 0.55 ; Japan
s 0.55 ; Italy 0.01



Custom code and Description Top exporting countries in
2007-08 (US$ million)
33074900 - Other Odoriferous China0.44 ; Thailand 0.09 ;
preparations used for de-odorizing Vietnam 0.09 ; Italy 0.02
room (excluding agarbatti)
34029011 - Washing and cleaning USA 0.51 ; Germany 0.96 ;
preparations having basis of soap Singapore 0.70 ; Netherland 0.31 ;
other organic surface active (synthetic Italy 0.17
detergents)
34029019 - Other (synthetic) Switzerland 1.40 ; Germany 0.62 ;
detergents Thailand 2.13 ; UK 0.64 ; Italy 0.15
38084000 - Disinfectants China 0.51 ; UK 0.33 ; Japan 0.18 ;
Italy 0.16 ; Singapore 0
Tools & 96035000 - Other Brushes Germany 0.89 ; Italy 0.46 ; Japan
Accessories constituting parts of machines, 0.12 ; China 0.11
vehicles etc.

6.2 Imports information compiled from primary survey

As per information compiled from primary survey feedback, Italy and Germany are the main
sources of import of industrial cleaning equipment, tools & accessories. However, Italy is not an
important supply source for consumables, which are mainly being imported from USA, UK and
other European countries.

Table 19.: Company-wise Imports
a) Equipment
Share of Country Name of Remarks
imported of origin foreign
products in supplier
total sales
Roots 40-45% Germany Hako Werke Manufacture in India under
Multiclean GmbH license + marketing in India
and SAARC countries
USA Minuteman
Power Bosch



total sales
Italy SOTECO Wet and dry vacuum
cleaners
Italy Interpump Pumps
Eureka 100% Denmark Nilfisk
Forbes Advance
Johnson 100% Switzerland, Taski
Diversey Italy, USA
and China
Man 100% Germany Karcher
Machine
Western 100% Italy IP Cleaning
Floors S.P.A.
(Interpump
Group)
Charnock 100% UK Numatic
International
Rodak 100% Switzerland Perlis Assembly of CKD and
Marketing
Innovative 50% Italy Fiorentini srl
Godrej & 100% USA Tennant
Boyce Mfg.
Continental 75% Italy IPC Ready
Hygiene System,
Concepts Floor
Dulevo India 100% Italy Dulevo s.p.a
Nilfisk- 100% World wide Nilfisk
Advance India advance
RGS Vacuum 100% Italy RGS Impianti
Systems



total sales
Inventa Italy RCM S.p.A Road sweeper for cement
industry, Compact
scrubber/drier, smokeless
Hot Water High Pressure Jet
cleaning machine
Aman Italy Lavorwash
S.p.A FA-SA

b) Consumables
Share of Country Name of Product range Remarks
products supplier
in total
sales
Pudumjee 100% UK Waterbury’s Wash room Using
Hygiene Vectair and odour dispensers
control from Italy
products
Johnson 10-15% Sweden SCA Tork brand of Distribution
Diversey Hygiene tissues, hand in India, Sri
Products wash and room Lanka,
fresheners Maldives,
Bangladesh,
Nepal and
Bhutan
Schevaran Neg. USA and UK Various Dosing Pumps
Laboratories and Diluters
Eureka 100% Germany Ecolab
Forbes
Jade 100% USA, UK Technical
International Concepts



Share of Country Name of Product range Remarks
products supplier
in total
sales
Kimberly- 100% USA Kimberly- Tissue jumbo Conversion
Clark Clark rolls into retail
Worldwide packs done
in India
Charnock UK Bio- cleaning
Productions products and
Ltd. (part of formulations
Stapro, UK)

c) Tools & Accessories
Share of Country Name of Product range
products supplier
in total
sales
Continental 75% UK TC
Hygiene The Bentfield
Concepts Netherlands
Roots 40-45% Italy TTS Compact Janitorial Trolleys
Multiclean
Man 100% Italy Euro Mop Various tools & accessories
Machine China Trolleys, mops etc.
Unger India 100% USA, UNGER Brushes, Mops/Wringers,
Germany, Global Trolleys & Carousels,
UK, France Washers & Squeegees,
Charnock 100% UK Numatic Trolleys, mops/wringers,
International carousals, glass cleaning
eqpt.
Western 100% Italy IP Cleaning Trolleys, mops/wringers,
Floor glass cleaning eqpt.



Share of Country Name of Product range
products supplier
in total
sales
Poona Brush 5% USA Dupont Bristles
Germany Hahl Diamond Abrasive
filaments
Italy Hollow car washer fibre
Mexico Natural fibre for tile floor
cleaning

6.3 Import Tariff

Import tariffs in India consist of following elements:
Basic Customs Duty - the border tariff as defined under WTO;
Countervailing Duty (CVD) - being the equivalent of the excise duty on equivalent
goods manufactured in India;
Special CVD - being the equivalent of the VAT on equivalent goods manufactured in
India;
Education Cess (EC) - a surcharge on the duties, imposed for a public cause
(education)

As per the present import policy, the total effective import tariffs applicable for 2008-
09, for the items of interest to this study, are summarised below.

Table 20.: Import tariff applicable for 2007-08
Total import tariff
Equipment 31.011% to
34.130%
Consumables 29.275% to
34.130%
Tools & 31.011% to
Accessories 34.130%



6.4 Exports

Roots Multiclean is the only major exporter of industrial cleaning equipment, with exports accounting for
nearly 50% of their sales. The company exports floor cleaning machine and equipment to the leading
markets of the world including USA, Europe, Australia, Japan, Far East, South America and several other
advanced countries. RMCL’s joint venture partner Hako uses RMCL as a production hub for worldwide
sales of selected machines, such as Hakomatic Scrubber Drier E 350. Also RMCL’s indigenously designed
and manufactured machines (WIZARD floor washer) are marketed in Europe by Hako.

In high value cleaning equipment, TPS Infrastructure currently exports equipment
accounting for about 5-7 % of their sales. However, the company is targeting to increase
their exports to 30% of sales in the next 2-3 years.

Exports of consumables, tools and accessories from India are negligible. , except for cleaning brushes.
Johnson Diversey and Schevaran Laboratories are exporting a part of their production of cleaning
chemicals. Poona Brush Company indicated exports of industrial cleaning brushes, mostly to Indonesia,
China and Korea and is currently negotiating with a British importer.

J & B Industries indicated that their products are finding acceptance in the overseas
markets such as Saudi Arab, South Africa, Australia and Pakistan.


Summer Intern Report - SBD - Rahul Gupta - 11BM60055

Summer Intern Report - SBD - Rahul Gupta - 11BM60055

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Summer Intern Report - SBD - Rahul Gupta - 11BM60055