Competitive Landscape
Top Brands Continue to Lead Thanks to Their Innovation and Distribution
The air care market in India is relatively concentrated, with the top two brands, Godrej Consumer Products Pvt Ltd and Dabur India Ltd, each holding a significant share of 31% in 2025. The combined share of these two leaders is almost a third of overall sales, indicating something of a duopoly in the market.
Kerala Launches a Natural Coir Pith Gel Air Freshener
Kerala’s National Coir Research & Management Institute (NCRMI) launched a patented air freshener gel called Cocoaura in 2025. It is made from coir pith, a natural, biodegradable by-product of coconut husk.
Emerging Players and New Launches to Intensify Competition
Although there were no notable mergers or acquisitions in 2025 or anticipated in 2026, competition is intensifying in the middle and lower segments, with emerging local and regional players focusing on niche or value segments. The launch of Cocoaura, a natural coir pith gel freshener by Kerala's NCRMI, demonstrates the growing interest in sustainable and natural air care products.
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Overview:
Understand the latest market trends and future growth opportunities for the Air 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 Air 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 Air 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 Air Care in India?
- Which are the leading brands in Air Care in India?
- How are products distributed in Air 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 Air Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Air Care in India - Category analysis
Key Data Insights
Rising Hygiene Awareness and Premiumisation Drive Strong Growth
Rising Hygiene Awareness and Premiumisation Drive Strong Growth
Gel Air Fresheners the Most Dynamic Category
Godrej Aer Expands Portfolio with Affordable Electric Freshener
Brands to Leverage Personalisation and Sustainability to Drive Growth
Gel Air Fresheners Will Remain the Most Dynamic Category
Digital Channels and Regional Expansion Fuel Category Growth
Top Brands Continue to Lead Thanks to Their Innovation and Distribution
Kerala Launches a Natural Coir Pith Gel Air Freshener
Emerging Players and New Launches to Intensify Competition
Small Local Grocers Still Lead Air Care Sales Thanks to Their Wide Reach
Retail E-Commerce Gains Traction with Premium and Niche Products
No New Retail Concepts or Collaborations Emerge in 2026
Home Care in India - Industry Overview
Innovation Helping to Drive Growth
Key Data Insights
Innovation Helping to Drive Growth
Laundry Care Dominates Market Share with Evolving Formats
Health and Wellness Trend Fuels Premiumisation and Innovation
Proactive Health Integration and Technology Will Drive Growth
Air Care to See Dynamic Growth, Driven by Innovation
Sustainability and Technology Integration Will Redefine Consumer Loyalty
Hindustan Unilever Remains a Strong Leader Despite Intensifying Competition
Purecult Launches New Plant-Based Products
Innovation and Premiumisation Drive Growth and Competition
Small Local Grocers Lead with Their Deep Penetration, Familiarity and Flexible Selling Practices
Retail E-Commerce Continues Gaining Share Thanks to Its Convenience and Variety
Omnichannel Strategies Becoming Crucial for Market Players
Country Reports Disclaimer
The following categories and subcategories are included:
Air Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Air Care research and analysis database.
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