More than 50 different brands of detergents can be found in the Nepali market among which the market share of Nepali brands is limited to about 10 percent.[break]
While quality of detergents is supposed to be higher in case of Indian brands, the reason why Nepali brands do not have many takers is because their detergents are not supported by washing machines and the use of washing machine is a growing trend in Nepali households.
There are only a few detergents which can be used in washing machines to a good result. Major brands like Henko, Ariel, Tide, Surf Excel and Mr White can be used to wash clothes in a washing machine due to their reliable quality. For manual use, detergents like Shakti Wheel and Wheel Lemon Fresh are in high demand, according to traders.
"Our store has many detergent varieties on display but customers usually tend to choose from the few brands that are popular in the market. Other brands of detergent remain untouched in the store," said Meena Nepal, sales executive of Bhatbhateni Department Store, Koteshwor.
Many traders explained that customers are particularly brand-conscious while buying detergents. They prefer to buy those brands which are shown in TV advertisements rather than trying new brands, fearing poor quality.
At Bhatbhateni Department Store, Henko is the highest selling brand for use in washing machines. Ariel and Tide follow Henko in the same order in terms of volume of sales. Henko is priced Rs 130 per kg, Ariel Rs 255 per kg and Tide Rs 147 per kg at Bhatbbhateni Department Store.
"There are many national and international brands of detergents available at our department store but more than seventy-five percent customers prefer detergents of Indian brands because of their quality and flexibility to be used manually or in a machine," said Sushila Kharel of Bigmart, City Centre. Henko, Tide, Ariel and Mr White are the highest selling detergents at the store.
"For manual use, customers prefer Wheel and Surf Excel among others," said Kharel. Wheel costs Rs 20 for 350 grams and Surf Excel costs Rs 125 for 800 grams in Bigmart. Wheel is specially liked for its economical price tag.
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