Competitive Landscape
Hindustan Unilever Leverages Premiumisation to Defend Leadership
Bath and shower in India remained concentrated in 2025, with Hindustan Unilever holding 36% value share, well ahead of its closest competitors. The positions of the next three leading companies, Wipro Consumer Care & Lighting Ltd, Godrej Consumer Products Pvt Ltd, and Reckitt Benckiser (India) Pvt Ltd remained relatively stable with 10% share each.
Emerging Brands Use Digital Strategies to Capture New Demand
Several new entrants, such as WishCare, Be Bodywise, and Chemist at Play, are performing well by focusing on niche consumer needs and ingredient-led positioning. Be Bodywise has raised its profile through dermatology-driven branding and digital marketing, offering body washes and exfoliating products for concerns like body acne and pigmentation.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower 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 Bath and Shower 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 Bath and Shower 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 Bath and Shower in India?
- Which are the leading brands in India?
- How are products distributed in India?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in India - Category analysis
Key Data Insights
L’Occitane and Forest Essentials Drive Premium Bath Routines through Experiential Retail
L’Occitane and Forest Essentials Drive Premium Bath Routines through Experiential Retail
Longevity Trends and Functional Ingredients Drive Sensory Rituals
Clean Reimagined in Indian Bath and Shower Routines
Masstige Launches to Expand Reach of Premium Features
Affordable Liquid Formats to Accelerate Household Adoption
Fragrance Innovation and Storytelling Set to Attract Younger Buyers
Hindustan Unilever Leverages Premiumisation to Defend Leadership
Emerging Brands Use Digital Strategies to Capture New Demand
Small Local Grocers Sustains High-Frequency Purchasing Habits
Nykaa and Tira Accelerate Digital Discovery and Premiumisation
Beauty and Personal Care in India - Industry Overview
Laneige and K-Beauty Brands Spark Premiumisation and Routine Expansion
Key Data Insights
Laneige and K-Beauty Brands Spark Premiumisation and Routine Expansion
Longevity Trend Drives Demand for Science-Backed Innovation and Efficacy
Happy Hippie Redefines Clean Beauty as Efficacy and Transparency Reshape Expectations
Gen Z and Gen Alpha to Drive Demand for Personalisation and Digital-First Brands
Expanding Affluence and the India-Eu Trade Agreement to Drive Premiumisation
The Convergence of Beauty and Wellness to Support Future Growth
Honasa Expands into Men’S Grooming as Share Fragments Further
Digitally Native Challengers Reshape Competitive Landscape
Strategic Acquisition and Science-Led Innovation
Small Local Grocers and Pharmacies Sustain Offline Dominance as E-Commerce Accelerates
Nxtface and Experiential Pop-Ups Drive Engagement through Hybrid Retail Innovation
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy 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 Bath and Shower research and analysis database.
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