Diversey, founded in 1923, in Chicago, currently sales in 160 countries. It started its operations in India during the year 1998 as one of the major providers of cleaning, sanitation and hygiene products and solutions to institutional customers across the industries in India market. It established itself as pioneer in providing the cleaning, sanitation and hygiene needs of the large government and private institutional clients from different industries in India. The clientele spread across various industry segments like hotels, airports, metro, railways, hospitals, shopping malls, offices of the MNCs companies etc. Challenges in Indian Industry:- The cleaning industry in India is majorly unorganized sector accounting for almost 70% of the market. The perception of cleaning as a daily chore rather than a science followed by the lack of awareness on the criticality and sustainable benefits of hygiene and cleaning resulted in lot of resistance and reluctance on the part of the institutional customers, in accepting the need to shift from labor-oriented cleaning process to technology-oriented cleaning products and services. Diversey wanted to change this mind-set in India market. It gained more than 30% of the market share in the organized cleaning market segment by 2012. It was the only company in India, which was in the business of providing end-to-end cleaning product and services solutions to the customers and it had a nearest global competitor in Ecolab, who also entered the India market directly in 2008. In the cleaning equipment segment, Diversey competed with 4-5 key namely Roots Multiclean, Eureka Forbes, Diversey, Dulevo and Karcher. However, unlike Diversey, most of these equipment players focused only on offering the cleaning equipment products.
Point of differentiation
- A total solution provider, which combined the cleaning, sanitation and hygiene product offering with consulting services to improve operational efficiency for...
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