Report Overview

An increased awareness about hygiene and rising level of disposable income are projected to propel the expansion of the India household cleaning market during the forecast period between 2023 and 2029.

India Household Cleaning Market - Industry Trends & Forecast Report, 2029

India household cleaning market size was estimated at USD 7,621.1 million in 2022. During the forecast period between 2023 and 2029, the size of India household cleaning market is projected to grow at a CAGR of 21.4% reaching a value of USD 29,617.5 million by 2029. Major growth drivers for the India household cleaning market include rapid urbanization, rising disposable incomes, changing lifestyles, and growing awareness about hygiene and cleanliness. The India household cleaning market is further benefiting from the growing focus on the prevention and management of increasing prevalence of virus-induced illnesses, which exhibit flu-like symptoms and various health complications. Notably, the India household cleaning market is witnessing growth due to expanded product availability and the proliferation of organized retail stores, particularly in tier 2 and tier 3 cities across the country. The Government of India is also actively involved in promoting household hygiene awareness in rural areas through various initiatives. Also, consumer preferences are shifting toward specialized cleaning solutions suitable for a range of surfaces, such as glass, stainless steel, wood, and concrete. This trend is further boosted by the rising demand for environmentally friendly cleaners composed of natural ingredients like citrus solvents, corn starch, oxygen bleach, baking soda, and alcohol, contributing to market expansion.

India Household Cleaning Market – Overview

Household cleaning products cover a wide range of items used for cleaning tasks in homes. This includes laundry detergents, dishwashing liquids, surface cleaners, toilet bowl cleaners, window cleaners, glass cleaners, and floor cleaning solutions. These products come in various forms like trigger sprays, aerosol cans, pouches, and pump-actuated bottles. They contain a mix of powerful ingredients, such as abrasives, acids, alkalis, bleaches, sanitizers, detergents, spirit solvents, and degreasers, which are designed to break down and remove dirt and stains from various surfaces, ensuring thorough cleanliness in households. The household cleaners often have pleasant fragrances, like lemon, lime, rose, lavender, and sandalwood to add a fresh and inviting scent to indoor spaces. Many of them also include chlorine, which helps protect against flu viruses and various foodborne illnesses. These cleaners play a vital role in preventing the growth of mold on surfaces and walls, as well as the buildup of allergens that can trigger allergies in people. Also, they efficiently remove dirt, germs, and various contaminants from different surfaces while also preventing the formation of unsightly hard water marks on glass windows and mirrors.                                                                                 

India Household Cleaning Market

Growth Drivers

Increased Awareness about Hygiene

The increased awareness of the importance of maintaining a clean and germ-free environment, especially in light of health concerns, has driven the demand for household cleaning products. Consumers are seeking a wide range of cleaning solutions, including surface cleaners, disinfectants, hand sanitizers, and laundry detergents, to ensure their homes are free from contaminants. This surge in demand has led to innovation in product formulations and packaging, making these products more accessible and convenient for consumers. As a result, the India household cleaning market has witnessed substantial expansion, with both established brands and new players competing to meet the growing hygiene needs of the population.

Restraints

Price Sensitivity

Indian consumers’ price sensitivity may limit the growth of the household cleaning market in India. With a diverse income spectrum, many consumers prioritize cost-effective options. Fierce market competition triggers price wars, forcing brands to maintain competitive prices. Rising consumer awareness fosters price-conscious behavior, with individuals scrutinizing product values. Traditional cleaning methods and homemade alternatives remain popular among price-sensitive consumers. Promotions, discounts, and bundled offerings play a significant role in attracting cost-conscious buyers.

Impact of COVID-19 on India Household Cleaning Market

Covid-19 pandemic had a positive impact on the India household cleaning market. With heightened concerns about hygiene, demand for household cleaning products surged. Government initiatives to promote cleanliness further fueled this demand. Manufacturers responded by introducing eco-friendly and natural ingredient-based cleaners. Shifting consumer preferences towards specialized products also accelerated market growth. Also, factors like the expansion of organized retail, rising incomes, urbanization, and e-commerce availability contributed to the market's upward trajectory.

India Household Cleaning Market

Segmental Coverage

India Household Cleaning Market – By Product

By product, the India household cleaning market is divided into Laundry, Dishwashing, Surface Cleaner, Toilet Bowl Cleaner, Window Cleaner, Glass Cleaner, and Scourers segments. The laundry segment held the highest share in the India household cleaning market by product. The country's large population ensures a consistent demand for laundry products. Notably, increased awareness of hygiene and cleanliness, especially in the wake of the COVID-19 pandemic, led to a surge in laundry-related purchases. Also, the introduction of innovative laundry products, such as stain removers and eco-friendly detergents, contributed to the segment's growth.

India Household Cleaning Market – By Distribution Channel

Based on distribution channel, the India household cleaning market is divided into Supermarkets, Department Stores, and Online segments. The supermarkets segment held the highest share in the India household cleaning market by distribution channel. The convenience and one-stop shopping experience offered by supermarkets make them a preferred choice for consumers to purchase cleaning products. Supermarkets often stock a wide variety of brands and products, catering to different customer preferences and budgets. Likewise, the ability to compare prices and access promotional offers in supermarkets attracts cost-conscious shoppers. Also, the modernization of retail infrastructure and the growth of organized retail chains have further boosted the dominance of the supermarkets segment in the household cleaning market.

India Household Cleaning Market – By Ingredients

Based on ingredients, the India household cleaning market is divided into Builders, Solvents, Surfactants, and Antimicrobials segments. The builders segment is expected to hold the highest share in the India household cleaning market during the forecast period by ingredients. Builders, like phosphates and zeolites, play a crucial role in enhancing the cleaning efficiency of detergents. With the increasing focus on eco-friendly and effective cleaning solutions, builders that are environmentally friendly are gaining popularity. Also, stringent regulations on the use of phosphates in detergents have led to a shift toward alternative builders. These factors combined are expected to propel the builders segment to the forefront of the household cleaning market in India.

India Household Cleaning Market – By Income Group

Based on income group, the India household cleaning market is divided into Low, Middle, and High income group. The middle-income group segment held the highest share in the India household cleaning market by income group. This income group represents a significant portion of the population, making them a substantial consumer base. The middle-income individuals often prioritize cleanliness and hygiene in their households, which drives the demand for cleaning products. Also, they have a relatively higher level of disposable income compared to lower-income groups, enabling them to afford a variety of cleaning products and brands.

India Household Cleaning Market – By End User

On the basis of end user, the India household cleaning market is segmented into Fabric, Kitchen, Bathroom, and Floor. The fabric segment is expected to hold the highest share in the India household cleaning market during the forecast period. It can be attributed to the growing awareness of hygiene and cleanliness, a wide range of specialized fabric care products, and the cultural significance of well-maintained clothing and textiles in India.

India Household Cleaning Market – By Region

Regionally, the India household cleaning market is divided into North India, South India, East India, and West India. North India is expected to dominate the India household cleaning market during the forecast period. The region's population density and increasing urbanization rate create a substantial consumer base for cleaning products. North India experiences extreme weather conditions, with hot summers and cold winters, necessitating frequent cleaning and maintenance. The cultural significance of cleanliness in North Indian households, driven by traditions and rituals, leads to higher demand for household cleaning products. Also, the presence of major metropolitan areas and retail hubs in the north facilitates easy access to a wide range of cleaning products, further contributing to the region's market dominance.

Competitive Landscape

Major players operating in the India household cleaning market include Hindustan Unilever Limited, Rohit Surfactants Private Limited, Reckitt Benckiser (India) Limited, Procter & Gamble Hygiene and Healthcare Ltd, Jyothy Labs Limited, Nirma Limited, Fena (P) Limited, Dabur India Limited, S. C. Johnson Products Pvt Ltd, and Pitambari Products Private Limited. To further enhance their market share, these companies employ various strategies, including mergers and acquisitions, partnerships, joint ventures, license agreements, and new product launches.

Recent Developments

• In June 2023 - Koparo, a D2C brand specializing in home cleaning products, secured USD 1.5 million in Pre-Series A funding, led by Saama Capital, with participation from Fluid Ventures, M Venture Partners, and prominent angels. The funds will bolster offline presence, brand development, and product innovation. Koparo has achieved remarkable growth, expanding 10-fold since its previous funding round of USD 750,000. The company offers a diverse range of 15 cleaning products and plans to launch variants, catering to modern Indian cleaning needs and introducing pet-friendly laundry products.

Scope of the Report

By Product

• Laundry

• Dishwashing

• Surface Cleaner

• Toilet Bowl Cleaner

• Window Cleaner

• Glass Cleaner

• Scourers

By Distribution Channel

• Supermarkets

• Department stores

• Specialty stores

• Online

By Ingredients

• Builders

• Solvents

• Surfactants

• Antimicrobials

By Income Group

• Low

• Middle

• High

By End Use

• Fabric

• Kitchen

• Bathroom

• Floor

By Region

• North India

• South India

• East India

• West India