Melamine is used to form melamine formaldehyde resin, which find many applications in our commonly used household products such as furniture, kitchen countertops & storage, bathroom cupboard, dinnerware, food storage containers, cars, and banknotes. Unbreakable plastic crockery ware is very popular in households and hotels. They are made of melamine formaldehyde moulding powder. The products include Cup and Saucer Sets, Plates, Bowls and Dinner Plates. The main advantages of Melamine Crockery over the conventional Crockery are unbreakability, odour-free, heat and shock proof and scratch resistance, lightweight and non-toxic.:Melamine Crockery is available in eye-catching colours, attractive designs and finishes.
Crockery market comprises pottery, kitchenware and tableware. Indian tableware market size is Rs 10 bn (excluding stainless steel) of which opalware comprises Rs 3.5 bn.
Key Demand Drivers:
• Growing Mass Affluent: Mass Affluent i.e. households with disposable incomes from `200,000 to 1,000,000 per annum comprises about 50 mn people, roughly 5% of the population (Source: McKinsey Survey in 2007 for India). By 2025, mass affluent segment is expected to increase to ~ 583 mn people, or 41% of the population. With its rising numbers and incomes, mass affluent is becoming the biggest market segment for the industry.
• Increasing Disposable Income – increase in potential to spend: The average annual disposable income in India increased by more than 29% in real terms between 2007 and 2012 while consumer spending was up by more than 25%, which has lead to shift from ordinary to fashionable crockery, fueling demand in the process.
• India is expected to grow at a fast pace in next four years. The rapid economic growth will increase and enhance employment and business opportunities, which in turn, is expected to further increase disposable incomes and aspirations.
• Changing Life Style – adding to the status symbol: There is a radical change in the attitude of consumer behavior in India, riding on the back of higher disposable income, changing lifestyle, urbanization of semi‐urban and rural communities, more push towards aesthetics, increasing consumer awareness, brand consciousness and innovative promotional campaigns.
• Indian consumers are also more optimistic and increasingly willing to spend on branded products. With the changing pattern of consumer behavior and consumer spending, companies in India are also tweaking their strategies to retain their loyal consumer base, while attracting the emerging young consumers
