he paper tissues market in India is not organised. Among the local and regional brands there are a few recognisable ones like Wintex and Everfresh (wet tissues). Premier is one of the minority that has a distribution network spread across India. Global players like Kimberly- Clark have concentrated more on hotels, caterers and hospitals than go retail.

The paper tissue market in India is worth Rs 600 crore. Consumption is very low - about 15 gm per person. In the US, total per capita annual tissue consumption is 27 kg per person and even Malaysia has a consumption pattern much higher than that of India. Ballarpur Industries Ltd (BILT), which wants to correct that situation, has chalked out an organised entry into the Indian market with the Etiquette brand of tissue products.... more