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Innovation Helping to Drive Growth
The home care market in India demonstrated a robust performance in 2025, with 5% current value growth, driven by significant developments across various categories. From a retail value of INR666 billion in 2025, the market is expected to continue its growth trajectory, driven by rising disposable incomes and sustained public hygiene awareness. The home care market is attractive due to its growth potential, with retail sales forecast to increase at a current value CAGR of 4% to INR816 billion by 2030. To succeed in this market, brands should focus on innovation, premiumisation and sustainability, while leveraging both offline channels and e-commerce platforms.
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Overview:
Understand the latest market trends and future growth opportunities for the Home 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home 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 Home 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 Home Care in India?
- Which are the leading brands in Home Care in India?
- How are products distributed in Home 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 Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in India
Innovation Helping to Drive Growth
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Innovation Helping to Drive Growth
Laundry Care Dominates Market Share with Evolving Formats
Health and Wellness Trend Fuels Premiumisation and Innovation
Chart 2 Purecult Expands Premium Fragrance-Led Home Care Range with New Launches in 2025
Chart 3 Value Sales 2020-2030
Chart 4 Volume Sales 2020-2030
Chart 5 Value Sales by Category 2025
Proactive Health Integration and Technology Will Drive Growth
Air Care to See Dynamic Growth, Driven by Innovation
Chart 6 Analyst Insight for Home Care
Sustainability and Technology Integration Will Redefine Consumer Loyalty
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Hindustan Unilever Remains a Strong Leader Despite Intensifying Competition
Chart 9 Hindustan Unilever Launches Vim Ultrapro Probiotic Floor Cleaner
Purecult Launches New Plant-Based Products
Chart 10 Hindustan Unilever Relaunches Surf Excel Smart Shots and Launches Surf Excel Matic Express
Innovation and Premiumisation Drive Growth and Competition
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
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
Chart 13 Retail Channels 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in India
Key Data Insights
Rising Hygiene Awareness and Premiumisation Drive Strong Growth
Chart 21 Key Industry Trends for Air Care
Rising Hygiene Awareness and Premiumisation Drive Strong Growth
Gel Air Fresheners the Most Dynamic Category
Godrej Aer Expands Portfolio with Affordable Electric Freshener
Chart 22 Godrej aer Debuts Festive Variant "aer Matic Royal" with Luxurious Fragrance Experience
Chart 23 Value Sales 2020-2030
Chart 24 Volume Sales 2020-2030
Chart 25 Value Sales by Category 2025
Brands to Leverage Personalisation and Sustainability to Drive Growth
Chart 26 Analyst Insight for Air Care
Gel Air Fresheners Will Remain the Most Dynamic Category
Digital Channels and Regional Expansion Fuel Category Growth
Chart 27 Forecast Value Sales 2020-2030
Chart 28 Forecast Value Sales by Category 2025-2030
Top Brands Continue to Lead Thanks to Their Innovation and Distribution
Kerala Launches a Natural Coir Pith Gel Air Freshener
Chart 29 Kerala's Natural Coir Pith Gel Freshener Gains Traction with Eco-Friendly Appeal
Emerging Players and New Launches to Intensify Competition
Chart 30 Company Shares 2025
Chart 31 Brand Shares 2025
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
Chart 32 Retail Channels 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real GDP Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Dishwashing in India
Key Data Insights
Rising Incomes and Evolving Formats Drive Sales
Chart 40 Key Industry Trends for Dishwashing
Rising Incomes and Evolving Formats Drive Sales
Hand Dishwashing Dominates Market Share
Health and Wellness Trend Reshaping Product Offerings
Chart 41 Figo's Antibacterial Dishwashing Products
Chart 42 Value Sales 2020-2030
Chart 43 Volume Sales 2020-2030
Chart 44 Value Sales by Category 2025
Natural Formulations and Appliance Penetration to Drive Growth
Chart 45 Analyst Insight for Dishwashing
Hand Dishwashing Will Remain Dominant Despite Stronger Growth for Automatic Dishwashing
Innovation and Premiumisation Will Drive Future Growth
Chart 46 Forecast Value Sales 2020-2030
Chart 47 Forecast Value Sales by Category 2025-2030
Hindustan Unilever and Jyothy Labs Continue to Lead, Backed by Their Innovation
Hindustan Unilever Introduces Rhamnotech
Chart 48 Hindustan Unilever Launches Vim ProClean Gel with RhamnoTech
Wipro Introduces Giffy Dishwash Gel with Enhanced Formula
Chart 49 Wipro's Advanced Grease Removal Formula
Chart 50 Company Shares 2025
Chart 51 Brand Shares 2025
Small Local Grocers Still Dominate Dishwashing Sales
E-Commerce Gains Traction with Convenience and Promotions
Trends Reshaping Retail Environment and E-Commerce Role
Chart 52 Retail Channels 2020-2025
Chart 53 Economic Context for Dishwashing
Chart 54 Real GDP Growth 2020-2030
Chart 55 Inflation 2020-2030
Chart 56 Consumer Context for Dishwashing
Chart 57 Population 2020-2030
Chart 58 Consumer Expenditure 2020-2030
Chart 59 Population by Generation 2025
Home Insecticides in India
Key Data Insights
Rising Demand for Safer Mosquito Control Drives Sales
Chart 60 Key Industry Trends of Home Insecticides
Rising Demand for Safer Mosquito Control Drives Sales
Spray/Aerosol Insecticides the Most Dynamic Category
Technological Innovation Fuels Urban Pest Control
Chart 61 Value Sales 2020-2030
Chart 62 Volume Sales 2020-2030
Chart 63 Value Sales by Category 2025
Brands to Expand Offerings and Invest in Technology
Spray/Aerosol Insecticides Will Remain Most Dynamic
Innovation and Digitalisation to Drive Future Growth
Chart 64 Forecast Value Sales 2020-2030
Chart 65 Forecast Value Sales by Category 2025-2030
Leading Companies Maintain Their Dominance through Innovation
Chart 66 Godrej's New HIT Spray Matic Device
Godrej Introduces India’S First Automatic Mosquito Spray Device
Chart 67 Jyothy Labs Launches Maxo Knockout Spray for Mosquitoes and Flies in 2025
No Significant Mergers or New Entrants in 2025
Chart 68 Company Shares 2025
Chart 69 Brand Shares 2025
Grocery Retailers Dominate Sales
Chart 70 Analyst Insight for Home Insecticides
E-Commerce Gains Traction with Growing Internet Penetration
No New Retail Concepts or Collaborations Emerge in 2026
Chart 71 Retail Channels 2020-2025
Chart 72 Economic Context for Home Insecticides
Chart 73 Real GDP Growth 2020-2030
Chart 74 Inflation 2020-2030
Chart 75 Consumer Context for Home Insecticides
Chart 76 Population 2020-2030
Chart 77 Consumer Expenditure 2020-2030
Chart 78 Population by Generation 2025
Laundry Care in India
Key Data Insights
Rising Demand for Convenience Drives Sales Growth
Chart 79 Key Industry Trends for Laundry Care
Rising Demand for Convenience Drives Sales Growth
Laundry Detergents Dominate Market Share
Innovative Formats Fuel Dynamic Growth
Chart 80 Koparo Clean Launches Versatile Liquid Detergent Tailored for Indian Homes
Chart 81 Value Sales 2020-2030
Chart 82 Volume Sales 2020-2030
Chart 83 Value Sales by Category 2025
Chart 84 Analyst Insight for Laundry Care
Consumers to Drive Demand for Sustainable and Convenient Laundry Solutions
Laundry Detergents Will Remain Dominant, Fabric Softeners Will Grow Rapidly
Innovative and Sustainable Products to Shape Future Trends
Chart 85 Forecast Value Sales 2020-2030
Chart 86 Forecast Value Sales by Category 2025-2030
Hindustan Unilever and Procter & Gamble Drive Premiumisation
Chart 87 HUL Unveils Surf Excel Matic Express: 15-Minute Wash Detergent
Godrej Consumer Products Gains Share with Innovative Liquids
Hapiso Launches Biodegradable, Plant-Based Laundry Detergent Pods
Chart 88 Hapiso Launches Eco-Friendly Laundry Pods in India, Driving Sustainable Innovation in 2025
Chart 89 Company Shares 2025
Chart 90 Brand Shares 2025
E-Commerce Gains Traction Alongside Traditional Retail Channels
Continued Growth in E-Commerce Driven by Convenience and Premiumisation
No Emerging Retail Brands or Concepts Reported for 2026
Chart 91 Retail Channels 2020-2025
Chart 92 Economic Context for Laundry Care
Chart 93 Real GDP Growth 2020-2030
Chart 94 Inflation 2020-2030
Chart 95 Consumer Context for Laundry Care
Chart 96 Population 2020-2030
Chart 97 Consumer Expenditure 2020-2030
Chart 98 Population by Generation 2025
Polishes in India
Key Data Insights
Rising Urban Demand Drives Premium Polish Sales
Chart 99 Key Industry Trends for Polishes
Rising Urban Demand Drives Premium Polish Sales
Shoe Polish Remains the Largest Category
Metal Polish Grows Thanks to Eco-Friendly Innovations
Chart 100 Value Sales 2020-2030
Chart 101 Volume Sales 2020-2030
Chart 102 Value Sales by Category 2025
Brands Expected to Innovate with Eco-Friendly and Multifunctional Products
Shoe Polish Will Remain Dominant
Digital Channels to Fuel Market Expansion and Diversification
Chart 103 Forecast Value Sales 2020-2030
Chart 104 Forecast Value Sales by Category 2025-2030
Reckitt and Sc Johnson Strengthen Market Positions
Quick Sheen's New Eco-Friendly Formula
Chart 105 Quick Sheen's Eco-Friendly Polish
Business Opportunities Emerging From Market Trends
Chart 106 Company Shares 2025
Chart 107 Brand Shares 2025
Small Local Grocers Maintain Their Strong Presence in Polishes
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 108 Analyst Insight for Polishes
No Emerging Retail Brands or Concepts Reported for 2026
Chart 109 Retail Channels 2020-2025
Chart 110 Economic Context for Polishes
Chart 111 Real GDP Growth 2020-2030
Chart 112 Inflation 2020-2030
Chart 113 Consumer Context for Polishes
Chart 114 Population 2020-2030
Chart 115 Consumer Expenditure 2020-2030
Chart 116 Population by Generation 2025
Surface Care in India
Key Data Insights
Health-Conscious Consumers Drive Surface Care Innovation and Growth
Chart 117 Key Industry Trends for Surface Care
Health-Conscious Consumers Drive Surface Care Innovation and Growth
Evolving Product Formats Boost Sales with Multifunctional Benefits
Sustainability Gains Traction with Eco-Friendly Packaging and Formulations
Chart 118 DrainXpert: India’s Fastest Kitchen Drain Cleaner
Chart 119 Value Sales 2020-2030
Chart 120 Volume Sales 2020-2030
Chart 121 Value Sales by Category 2025
Brands Leverage Digital Engagement to Drive Consumer Loyalty
Chart 122 Analyst Insight for Surface Care
Multifunctional Products Will Gain Traction in Compact Urban Homes
Eco-Friendly Packaging and Formulations Will Drive Sustainability
Chart 123 Forecast Value Sales 2020-2030
Chart 124 Forecast Value Sales by Category 2025-2030
Leading Companies Strengthen Grip through Innovation and Distribution
Habiver Launches Range of Products Made From Plant-Based Ingredients
Chart 125 Habiver Launches Holistic Homecare Solutions for Health-Conscious Households
Wipro's Floor Cleaner Features Germ Kill and Insect Repellent
Chart 126 Wipro Consumer Care Launches Maxkleen 2-In-1 Floor Cleaner with Germ Kill and Insect Repellent
Chart 127 Company Shares 2025
Chart 128 Brand Shares 2025
Kirana Stores and E-Commerce Drive Sales with Convenience
E-Commerce Gains Share with Rising Digital Adoption
No New Retail Concepts or Collaborations Emerge in 2026
Chart 129 Retail Channels 2020-2025
Chart 130 Economic Context for Surface Care
Chart 131 Real GDP Growth 2020-2030
Chart 132 Inflation 2020-2030
Chart 133 Consumer Context for Surface Care
Chart 134 Population 2020-2030
Chart 135 Consumer Expenditure 2020-2030
Chart 136 Population by Generation 2025
Toilet Care in India
Key Data Insights
Rimzaa Drives Innovation with Sustainable Toilet Care Solutions
Chart 137 Key Industry Trends for Toilet Care
Rimzaa Drives Innovation with Sustainable Toilet Care Solutions
Toilet Liquids/Foam Dominates Market Share Thanks to Its Convenience
Sustainability Drives Growth through Eco-Friendly Innovations
Chart 138 Value Sales 2020-2030
Chart 139 Volume Sales 2020-2030
Chart 140 Value Sales by Category 2025
Rimzaa to Lead the Drive Towards Sustainable and Convenient Toilet Care
Toilet Liquids/Foam Will Maintain Its Dominance, Helped by Innovative Formats
Sustainability and Convenience Will Shape the Future of Toilet Care
Chart 141 Analyst Insight for Toilet Care
Chart 142 Forecast Value Sales 2020-2030
Chart 143 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser Dominates Toilet Care
Rimzaa Launches Organic Toilet Cleaner Tablets
Chart 144 Rimzaa Launches Organic Toilet Cleaner Tablets with Enhanced Cleaning Power
Stable Market Leadership with No Major Mergers or Acquisitions
Small Local Grocers Continue to Dominate Distribution
E-Commerce the Fastest-Growing Distribution Channel
Sustainability and Convenience Shape Distribution Trends
Chart 145 Retail Channels 2020-2025
Chart 146 Economic Context for Toilet Care
Chart 147 Real GDP Growth 2020-2030
Chart 148 Inflation 2020-2030
Chart 149 Consumer Context for Toilet Care
Chart 150 Population 2020-2030
Chart 151 Consumer Expenditure 2020-2030
Chart 152 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home 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
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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