To lead a healthy and hygienic life, one must ensure the cleanliness of their house. Constant upkeep of the house is really a tiring task. So, in order to clean your house effectively, you need a household cleaning product, which is reliable, affordable, and as well as continuously available.
Indian consumers are now becoming more hygiene conscious and seeking better and more innovative products for their homes. Consumers are getting aware of the importance of cleanliness. Demand for cleaning products continues to grow due to consumer alertness concerning the importance of hygiene and the spread of infectious diseases. The reasons for growth also include economically and upwardly mobile consumers, who, due to their busy schedules, have less time to devote to domestic chores. The household cleaning industry is rapidly becoming a vibrant segment in India. From an end-consumer perspective, a lot of focus is given to hygiene and better presentation to keep the house clean and stay healthy.
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The household cleaning industry in India is highly unorganized. The organized Indian household cleaning market is mainly split into three broad categories, viz. utensil cleaners, toilet cleaners, and surface cleaners. According to the report “Indian Household Cleaning Market Outlook 2025” published by Bonafide research, there has been rapid emergence and ensuring a better position in the market by generating the revenue of above INR 1600 crore with CAGR of around 28% in the last couple of years. These growths have been majorly derived from the gradual increase in toilets’ construction in the rural sector under Swatch Bharat Mission – Gramin.
Trends that are driving the market
Indian consumers’ household product preferences have undergone a massive transformation due to the increasing importance placed on hygiene for ensuring their overall wellbeing. Although value-consciousness is the prime driver behind product choice, there are a variety of other factors shaping consumption patterns and preferences, the most important being the health and hygiene factor. Urban consumers are looking to actively improve their lifestyles and endow their families with health and wellness. Household cleaners like dishwashing see a spurt in growth in rural Indian towns relative to all-India levels.
Consumers in developed and developing economies are becoming more aware of the externalities and the impact of the product they are using in routine life. They are aware that the extraction, manufacture, and disposal of household cleaning products have a major effect on the environment and contain various harmful chemicals. Fragrances added to household cleaners may cause acute effects such as respiratory irritation, headache, sneezing, and watery eyes in sensitive individuals or allergy and asthma sufferers. The company wishes to enter the Indian household cleaning market to emphasize the manufacturing of their product and the fact that its environmental effect is sustainable.
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Major Companies Present in the market
The key players of the India Household Cleaning market are Reckitt Benckiser (India) Ltd, Hindustan Unilever Limited, Dabur India Limited, SC Johnson Products Pvt. Ltd, Jyothy Laboratories Limited, Rohit Surfactants Private Limited, Future Consumer Enterprise Ltd, Pitambari Products Pvt. Ltd, The Clorox Company (Clorox), Safechem Industries Private Limited, Wipro Consumer Care and Lighting (WCCLG) Ltd.
Considered in this report
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The following aspects are covered in the report “India Household Market Outlook, 2025“
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