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Industry & Competitive Context The Indian household cleaning category, particularly toilet and bathroom cleaners, has historically been a low-engagement, low-penetration segment relative to other FMCG categories. A Campaign Asia case study noted that the primary reason for India's low spend on toilet care was a traditional attachment to using acids and other chemicals for the cleaning chore, and that Reckitt Benckiser's Harpic adopted a door-to-door approach to educating cons