Competition in liquid soap market thickens … Tradenet increases production

As liquid soap increasingly gains foothold in the Nigerian market due to a number of reasons, more investors are finding opportunity in the market.

Prior to this period, liquid soap market was dominated by blue chip companies who produced expensive products beyond the reach of the common consumer. But with availability of technology, those who studied the recipe delved in to the production for low end market while the SMEs already in the market increased their production.

For instance, Tradenet International Limited said it is increasing its production in different product range of liquid soap to serve the Nigerian big market.

Amar Hathiramani, the manager of the company incorporated in 2001 told BusinessDay recently that the Nigerian consumer has shifted to liquid soap. “He said Tradenet products have gained traction in the market through supermarkets and open shops.

Presently the products regarded as Kleanmade come in hand wash, dish wash, glass cleaner, floor cleaner, toilet cleaner are bleaches and in different packs to meed different consumer needs, Amar said. He said the company is enhancing the sale of the products with low price but quality product as niche.

According Amar, the company is looking at ways of partnering with state governments in promoting washing as hygiene is critical issue that needs to be addressed in the country.

On raw materials for the production of the products, he said presently most of the chemicals and other raw materials are imported.

Experts say the liquid market is big and is expected to continue to grow because of its acceptance by homes, eatery and offices.

Daniel Obi