HELLO AND WELCOME TO THE
TWIN-TUB STUDY

Here we take a look at laundry routines and behaviour in India, Indonesia, and Thailand, and explore drivers and motivations behind twin tub machine usage in each of these developing markets. This website allows us to step into the unique worlds and cultures of all three countries, and understand the cultural shifts, societal environments and changes and tensions that make these markets an exciting breeding ground for innovation ideas.

These emerging markets all have big populations, and a growing middle class with grand lifestyle aspirations. They are learning more, increasingly forming a larger and younger workforce, and are re-evaluating their needs and wants. This presents opportunities for brands to shape the way they are perceived and interact with these markets. However, while the growth potential is huge, the challenges are also significant. Developing markets teem with “jobs to be done” and even the basic needs of their populations can be unmet.

This presents opportunities for brands to shape the way they are perceived and interact with these markets.

The people we’ve spoken to, the homes we’ve visited, has allowed us to share our perspective on laundry behaviour and washing machine usage in these countries, gaining valuable insights along the way. This website serves as a platform to showcase the everyday realities of the people in these markets. More than just how they do laundry, it brings to life their stories, their hopes and dreams, and their challenges.