To reach lower-income and price-sensitive households, brands are increasingly launching smaller stock-keeping units (SKUs), typically in the 200–250ml range. These formats offer affordability and trial potential, helping to expand category penetration across both rural and urban markets.
The continued rollout of government-led initiatives such as the Swachh Bharat Abhiyan has significantly improved toilet infrastructure across rural India. With infrastructure no longer the primary barrier, the focus has shifted to behaviour change and the establishment of hygiene routines.
As the category matures, fragrance and convenience are emerging as key levers for product differentiation. Consumers are increasingly drawn to toilet cleaners that combine strong disinfection with a pleasant, long-lasting scent.
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Understand the latest market trends and future growth opportunities for the Toilet 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.
If you're in the Toilet 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.
Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
See all of our definitionsThis report originates from Passport, our Toilet Care research and analysis database.
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