India Household Cleaners Market

India Household Cleaners Market Size and Share:

The India household cleaners market size was valued at USD 10,358 Million in 2024. Looking forward, IMARC Group estimates the market to reach USD 36,315.73 Million by 2033, exhibiting a CAGR of 14.96% during 2025-2033. North India currently dominates the market, holding a significant market share of over 45.2% in 2024. The increasing consumer awareness towards maintaining household cleanliness, the growing prevalence of several virus-mediated diseases, and the easy availability of innovative cleaning products are bolstering the market.

The market is primarily driven by rapid urbanization and rising disposable incomes, which are leading to greater spending on hygiene and sanitation products. According to industry reports, the gross disposable income of households recorded an average growth rate of 13.5 percent during 2021–22 and 2022–23. This income growth is enabling more consumers to prioritize household hygiene by investing in branded and specialized cleaning products, thereby accelerating the market expansion. Additionally, the increasing awareness of health and cleanliness, particularly after the COVID-19 pandemic, has shifted consumer preferences toward regular use of disinfectants and multi-purpose cleaners. Moreover, the expansion of the middle class and their changing lifestyles is accelerating the need for time-saving and efficient cleaning solutions, which is augmenting India household cleaners market share. 

In addition to this, innovations in product formulations such as eco-friendly ingredients, fragrance options, and anti-bacterial properties—are attracting environmentally conscious consumers. According to industry reports, around half of all households in India are now nuclear. This demographic shift, along with the growing number of dual-income households, is creating a preference for convenient, ready-to-use cleaning products. This trend is significantly influencing household cleaners product demand, as consumers increasingly seek time-saving solutions that fit into their fast-paced lifestyles. Besides this, the influence of marketing campaigns and celebrity endorsements is strengthening brand recognition and trust. Also, the adoption of premium and specialized cleaners for surfaces like glass, wood, and electronics is on the rise.

India Household Cleaners Market Trends:

Need for Sustainable Products

The rising health concerns among consumers associated with chemical cleaners are augmenting the adoption of non-toxic, biodegradable, and plant-based household cleaners, which is positively impacting India household cleaners market growth. For example, in November 2023, the Organic World (TOW), one of the organic and natural retail store chains in India, introduced its three product ranges within its plant-based home care brand, Osh. Based in Bengaluru, the company aims to provide easier access to plant-based home cleaning solutions without straining the monthly budget of individuals. Moreover, the increasing investments by key players in plant-based cleaners are also strengthening the market in India. For instance, in February 2024, Koparo, a sustainable and plant-based home care brand offering cleaning products in India, secured an INR 70 Lakh investment. Besides this, government bodies across the country are implementing extended producer responsibility (EPR) regulations and supporting urban local bodies (ULBs), which are catalyzing the market. Furthermore, increasing awareness programs like Blue Flag Certification, the Coastal Clean Sea Campaign, and the Swachh Bharat Mission to combat ocean-bound plastic waste are escalating the demand for sustainable cleaning products. For example, floor cleaners by Happi Planet are gaining extensive traction in India, as they are prepared from active microbes that eliminate germs and naturally derived surfactants that remove dirt. Other than that, in September 2021, one of the packaged consumer goods companies, Hindustan Unilever Ltd., announced the transition of its popular detergent brand Surf Excel to recyclable bottles made from 50% post-consumer recycled plastic while adopting 100% biodegradable actives in its formulation.

Rising Demand for Convenient Product

The busy lifestyles of the working population and the evolving preferences of consumers are increasing the requirement for multipurpose cleaners, as they offer convenience. This, in turn, is elevating the India household cleaners market recent price. Moreover, these products offer the advantage of simplifying cleaning routines by providing versatile solutions that can be used on several surfaces, thereby reducing the need for multiple specialized cleaners. Multipurpose cleaners are particularly appealing to urban households where time-saving and efficiency are paramount. Products like all-in-one surface sprays, disinfectant wipes, and multipurpose liquid cleaners are gaining traction for their ability to tackle dirt, grime, and germs across kitchens, bathrooms, and living areas with ease. For example, an industry report published in November 2023 highlighted the popularity of one of Hindustan Unilever Limited brands, Vim, products, such as Vim Scrubber, Vim Liquid, and Vim Matic (Machine dishwash). Additionally, in October 2023, Vim launched a novel scrubber that provides the benefit of a steel scrubber and a soft scrubber in one. Brands, such as Colin and Dettol, successfully tapped into this trend by offering effective, easy-to-use products that promise both convenience and comprehensive cleaning. For example, in September 2023, Dettol released a campaign urging individuals to use superior hand hygiene solutions, which provide germ-kill and efficient cleaning solutions.

Accessibility via E-Commerce

The expanding e-commerce industry is transforming the way consumers purchase cleaning products across the country, which is an emerging India household cleaners market trend. For example, online platforms, such as Flipkart, Amazon, Big Basket, etc., offer a wide array of household cleaners, ranging from detergents and disinfectants to specialized surface cleaners and eco-friendly options. Besides this, the rising popularity of D2C brands, as they allow consumers to browse, compare, and select products, benefiting from user reviews, detailed descriptions, competitive pricing, etc., is one of the India household cleaners market opportunities. According to a report published in May 2024, the direct-to-consumer (D2C) market in India is projected to reach a size of USD 100 Billion by 2025. Additionally, in December 2023, one of the sustainable products brands based in India, Eco Soul Home, planned to expand its presence to all major e-commerce platforms. Apart from this, e-commerce platforms often provide attractive discounts, subscription services, and swift delivery options, catering to both urban and rural areas. For example, in May 2024, Empower India collaborated with LocalCircles, India's leading public and consumer pulse aggregator, to gather the data of consumers on e-commerce shopping. The survey aimed to understand the shift in individual preferences towards online transactions, which is fueled by the demand for better options and unparalleled convenience. Apart from this, it indicated that approximately 37% of women and 63% of men were inclined towards digital transactions.

India Household Cleaners Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the India household cleaners market, along with forecasts at the regional level from 2025-2033. The market has been categorized based on product, ingredients, distribution channel, income group, application, and premiumization.

Analysis by Product:

• Laundry
• Dishwashing
• Surface Cleaner
• Toilet Bowl Cleaner
• Window Cleaner
• Glass Cleaner
• Scourers
• Others

Laundry leads the market with around 60.7% of market share in 2024 The growing demand for clean and fresh clothing in Indian households is augmenting the growth in this segmentation. Consequently, consumers are inclined toward effective laundry solutions. For example, in January 2024, Clean Craft launched revolutionary laundry and dry-cleaning stores in India. Moreover, the cultural emphasis on personal hygiene and the preference for neatly ironed clothes for daily wear, work, and social occasions are also acting as significant growth-inducing factors. Additionally, the expansion of the middle class with higher disposable incomes has led to greater adoption of branded laundry detergents. For instance, in December 2023, Godrej Consumer Products introduced an enhanced brand of liquid detergent called Godrej Fab in South India.

Analysis by Ingredients:

• Builders
• Solvents
• Surfactants
• Antimicrobials
• Others

Builders lead the market with around 41.8% of market share in 2024. Builders cater to a wide range of cleaning needs essential for new constructions and ongoing property maintenance. The inflating urbanization levels and infrastructure development are expanding the residential and commercial construction projects across the country. Builders require a variety of cleaning products to ensure that new properties are ready for occupancy, including heavy-duty cleaners for post-construction cleanup, floor and surface cleaners, and products for maintaining common areas. For example, KPS offers cleaning and maintenance services for homes as well as office spaces that are registered and certified by the Ministry of Micro, Small, and Medium Enterprises (MSME) in India. The high volume and frequency of cleaning required during and after construction projects drive substantial demand in this segment. Furthermore, builders often procure cleaning products in bulk, contributing significantly to market volume. Their focus on maintaining the aesthetic and sanitary standards of newly built spaces aligns with the rising expectations of property buyers and tenants.

Analysis by Distribution Channel:

• Convenience Stores
• Supermarkets and Hypermarkets
• Online
• Others

Supermarkets and hypermarkets lead the market with around 60.01% of market share in 2024. Supermarkets and hypermarkets play a key role in the market due to their extensive reach, product variety, and consumer trust. These large-format retail outlets offer a one-stop solution where consumers can compare brands, access promotions, and make bulk purchases at competitive prices. Their organized shelving, prominent displays, and promotional tie-ups with leading FMCG brands boost visibility and impulse buying. Urbanization and rising disposable incomes are leading to increased footfall in supermarkets and hypermarkets, especially in tier 1 and tier 2 cities, making them a preferred choice for household cleaning product purchases. Moreover, these retail chains often partner with both multinational and local manufacturers, offering a wide range of products, from disinfectants to surface cleaners, under one roof. Their importance is further amplified by their integration with online platforms, allowing for omnichannel consumer access and improved distribution efficiency across urban and semi-urban regions.

Analysis by Income Group:

• Middle (INR 2.5 lacs- INR 27.5 lacs)
• Low (Less than INR 2.5 Lacs)
• High (Greater than INR 27.5 lacs)

Middle (INR 2.5 lacs- INR 27.5 lacs) leads the market with around 57.0% of market share in 2024. The rising preference among middle-class individuals across the country for branded cleaners over traditional methods is driven by convenience, superior results, and value for money. Apart from this, brands like Surf Excel and Vim dishwash liquid are popular choices, offering reliable performance at reasonable prices. Surf Excel, for instance, provides a range of laundry detergents suitable for both hand washing and machine washing, addressing the varied needs of middle-class households. Vim dishwash liquid, known for its grease-cutting capabilities, is a staple in many kitchens due to its cost-effectiveness and efficiency. Additionally, brands like Lizol offer multipurpose floor cleaners that promise hygiene and pleasant fragrances, catering to the increasing awareness among the middle-class population towards cleanliness and health. These products are often available in various pack sizes, allowing consumers to choose based on their budget and usage requirements, which is positively influencing the India household cleaners market outlook.

Analysis by Application:

• Fabric
• Kitchen
• Bathroom
• Floor
• Others

Fabric leads the market with around 60.7% of market share in 2024. The rising need for presentable attire in social, professional, and educational settings is propelling the segment's growth. According to Mintel's consumer research report, India's fabric care market is projected to grow from approximately INR 52,100 Crore in 2022 to INR 63,900 Crore in 2025. Moreover, the diverse and extensive wardrobe requirements, from daily wear to traditional outfits for special occasions, are escalating the demand for effective fabric cleaning solutions. Products like detergents, fabric softeners, and stain removers are indispensable, addressing the need for thorough cleaning, fabric care, and maintenance of clothing quality. This, in turn, is elevating the India household cleaners market revenue. For instance, in November 2023, one of the organic and natural retail store chains in India, the Organic World (TOW) launched three products under its plant-powered home care label, Osh.

Analysis by Premiumization:

• Economy
• Mid-Sized
• Premium

Economy leads the market with around 54.5% of market share in 2024. A significant portion of the population across the country prioritizes affordability when it comes to daily necessities, including cleaning products. Economy cleaners, such as budget-friendly detergents, surface cleaners, and dishwashing liquids, cater to this demand by providing effective cleaning solutions at lower price points. Brands like Ghadi detergent and Wheel detergent, known for their affordability and decent performance, are gaining widespread popularity. These products are often available in smaller pack sizes, making them accessible to lower-income households and those who prefer to manage their expenses on a daily or weekly basis. The emphasis on value for money, combined with the vast distribution network of local kirana stores, ensures that economy cleaners reach a broad audience across both urban and rural areas. This, in turn, is escalating the India household cleaners market demand.

Regional Analysis:

• North India
• West and Central India
• South India
• East India

In 2024, North India accounted for the largest market share of over 45.2%. Major cities like Delhi, Jaipur, and Chandigarh lead the demand for a wide range of cleaning products, from basic detergents and floor cleaners to specialized bathroom and kitchen cleaners. The region's climatic conditions, with hot summers and cold winters, necessitate frequent cleaning, particularly for maintaining indoor air quality and reducing dust accumulation. Popular brands like Surf Excel, Lizol, and Vim are well-entrenched in both urban and semi-urban markets, offering products tailored to local needs and preferences. Additionally, the proliferation of retail chains is also bolstering the market. For example, in February 2024, homecare products start-up Happi Planet, founded by two former P&G executives, raised a funding round of approximately INR 8.47 Crore from Fireside Ventures to expand its offline presence and generate awareness campaigns regarding hygiene. The cultural emphasis on cleanliness, especially during festivals and social gatherings, further boosts the market. Overall, North India's household cleaners market is marked by strong growth potential, driven by evolving consumer habits and increasing penetration of branded cleaning solutions.

Competitive Landscape:

The market is characterized by high competition in product categories like surface cleaners, toilet cleaners, dishwashing liquids, and multipurpose sprays. A combination of old and new players competes on price, formulation, packaging innovation, and distribution coverage. Urban demand is led by hygiene consciousness, convenience, and a trend toward specialist cleaners, whereas rural markets are experiencing slow but steady penetration. Brands are investing in marketing initiatives, influencer promotions, and product bundling to win consumer mindshare. Online channels are emerging as principal battlegrounds, fueling competition through discounting and subscription-based models. Private-label products from large retailers are also gaining ground, especially in price-sensitive segments. The market remains fragmented, as the demand increases for premium and segment-specialty cleaners like kitchen degreasers and glass cleaners, which is also increasing the need for innovation and supply chains.

The report provides a comprehensive analysis of the competitive landscape in the India household cleaners market with detailed profiles of all major companies, including:

• Hindustan Unilever Limited (Unilever)
• Rohit Surfactants Private Limited
• Reckitt Benckiser (India) Limited (Reckitt Benckiser Group PLC)
• Procter & Gamble Hygiene and Healthcare Ltd. (Procter & Gamble)
• Jyothy Labs Limited
• Nirma Limited
• Fena (P) Limited
• Dabur India Limited
• S. C. Johnson Products Pvt. Ltd. (SC Johnson & Son Investment Ltd.)
• Pitambari Products Private Limited

Latest News and Developments:

• December 2024: Hindustan Unilever Limited launched Vim UltraPro Floor Cleaner. Featuring UltraPro Technology, it also offers spa-like fragrance, available in Sparkling Lemon, French Lavender with Sage, and Refreshing Lemongrass with Salt variants.
• August 2024: Rimzaa launched its Organic Toilet Cleaner, featuring 10x cleaning power, organic ingredients, and long-lasting fragrances.

India Household Cleaners Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the India household cleaners market from 2019-2033.
• The India household cleaners market research report provides the latest information on the market drivers, challenges, and opportunities in the market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key markets within each region.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the India household cleaners industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.