Home Care in India

June 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in India report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in India?
  • Which are the leading brands in Home Care in India?
  • How are products distributed in Home Care in India?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in India

Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2019-2024
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029

DISCLAIMER

Summary 1 Research Sources

Air Care in India

KEY DATA FINDINGS

Air care category maintains strong growth with sprays leading urban preference
Dabur and Godrej dominate with innovations across home and car care formats
Offline retail remains dominant, led by impulse-led grocery purchases
Premiumisation and fragrance customisation to shape the next wave of growth
Sustainability and refillability rise as new differentiators
Private label and digital-first brands challenge incumbents with smart pricing and targeting
Table 11 Sales of Air Care by Category: Value 2019-2024
Table 12 Sales of Air Care by Category: % Value Growth 2019-2024
Table 13 Sales of Air Care by Fragrance: Value Ranking 2022-2024
Table 14 NBO Company Shares of Air Care: % Value 2020-2024
Table 15 LBN Brand Shares of Air Care: % Value 2021-2024
Table 16 Forecast Sales of Air Care by Category: Value 2024-2029
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2024-2029

Dishwashing in India

KEY DATA FINDINGS

Manual cleaning remains the norm as machine dishwashing adoption lags
Unilever consolidates dominance while rivals invest in natural formulations
Grocery retailers anchor distribution as offline channels dominate
Private label gains ground with value-driven positioning
Health and sustainability concerns reshape ingredient preferences
Premium formats gain traction among urban households
Table 18 Household Possession of Dishwashers 2019-2024
Table 19 Sales of Dishwashing by Category: Value 2019-2024
Table 20 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 21 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 22 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 23 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 24 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029

Home Insecticides in India

KEY DATA FINDINGS

Electric formats drive consistent demand as usage expands beyond monsoon months
Godrej maintains leadership through product diversification and natural-based innovation
General trade dominates distribution with minimal e-commerce penetration
Natural and plant-based solutions gain favour among health-conscious households
Rural market expansion driven by low-cost formats and micro-SKU innovations
Smart devices and refill subscriptions tap into premium urban demand
Table 25 Sales of Home Insecticides by Category: Value 2019-2024
Table 26 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 27 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
Table 28 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 29 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 30 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 31 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029

Laundry Care in India

KEY DATA FINDINGS

Consumers increasingly shift from powders to liquid formats
Key players invest in innovation to maintain market leadership
Offline retail remains dominant despite digital gains
Sustainability takes centre stage in product and packaging innovation
Premiumisation creates room for specialised laundry solutions
Rural markets offer untapped potential for liquid formats
Table 32 Household Possession of Washing Machines 2019-2024
Table 33 Sales of Laundry Care by Category: Value 2019-2024
Table 34 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 35 Sales of Laundry Aids by Category: Value 2019-2024
Table 36 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 37 Sales of Laundry Detergents by Category: Value 2019-2024
Table 38 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 39 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
Table 40 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 41 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 42 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 43 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 44 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 45 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 46 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 47 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029

Polishes in India

KEY DATA FINDINGS

Steady growth continues as evolving lifestyles reshape usage patterns
Reckitt Benckiser leads with heritage brands amid limited innovation
Traditional retail channels continue to dominate category sales
Declining leather shoe usage prompts need for category reinvention
Demand rises for multipurpose and value-enhanced polish products
Private label and eco-friendly offerings present disruptive potential
Table 48 Sales of Polishes by Category: Value 2019-2024
Table 49 Sales of Polishes by Category: % Value Growth 2019-2024
Table 50 NBO Company Shares of Polishes: % Value 2020-2024
Table 51 LBN Brand Shares of Polishes: % Value 2021-2024
Table 52 Forecast Sales of Polishes by Category: Value 2024-2029
Table 53 Forecast Sales of Polishes by Category: % Value Growth 2024-2029

Surface Care in India

KEY DATA FINDINGS

Low brand loyalty persists due to functional overlap and price sensitivity
Reckitt Benckiser leads through portfolio strength and constant innovation
Grocery retailers retain dominance despite digital traction
Private label and value formats gain traction in cost-sensitive segments
Fragrance becomes a core driver of product appeal and loyalty
Multipurpose efficacy and premium experiences shape future innovation
Table 54 Sales of Surface Care by Category: Value 2019-2024
Table 55 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 56 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 57 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Surface Care: % Value 2020-2024
Table 59 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 60 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
Table 61 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
Table 62 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 63 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029

Toilet Care in India

KEY DATA FINDINGS

Hygiene awareness boosts growth, but functionality remains the primary driver
Reckitt Benckiser sustains dominance through Harpic’s diversified product range
Offline retail dominates distribution, led by neighbourhood grocery stores
Smaller pack sizes drive accessibility but limit premiumisation potential
Government sanitation programmes unlock rural market potential
Fragrance and ease-of-use shape the future of innovation
Table 64 Sales of Toilet Care by Category: Value 2019-2024
Table 65 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 66 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 67 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 68 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 69 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
Download table of contents
The following categories and subcategories are included:

Home Care

      • Candle Air Fresheners
      • Car Air Fresheners
      • Electric Air Fresheners
      • Gel Air Fresheners
      • Liquid Air Fresheners
      • Spray/Aerosol Air Fresheners
        • Carpet Fresheners
        • Odour Neutralisers
        • Refrigerator Fresheners
        • Waste Bin Fresheners
        • Other Other Air Care
  • Bleach
        • Automatic Dishwashing Liquids
        • Automatic Dishwashing Powders
        • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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