Home care in India continued to record steady growth in 2024, supported by a blend of premiumisation in urban markets and rising penetration in rural areas. Pricing stabilised compared to the post-pandemic inflationary period, yet consumer demand remained focused on convenience, effectiveness, and time-saving benefits. Urban households increasingly gravitated towards liquid detergents, hand dishwashing formats, and multi-purpose surface cleaners that aligned with busier lifestyles. In contrast, consumers in smaller towns and rural areas sought affordable, smaller pack sizes that facilitated trial and routine usage. The continuation of hybrid living balancing time at home with more active social and work engagements helped sustain demand for categories such as air care, toilet care, and surface cleaners. With input costs stabilising, manufacturers renewed their focus on product innovation, branding, and the expansion of format portfolios. Sustainability also gained ground, particularly in metro areas, where consumers showed rising preference for biodegradable and eco-friendly home care solutions that balanced performance with environmental awareness.
Product portfolio expansion was a defining trend in 2024, with brands responding to emerging consumer priorities by innovating across eco-conscious and wellness-oriented segments. The introduction of plant-based, biodegradable, and non-toxic formulations gained momentum, propelled by growing health awareness, post-pandemic hygiene consciousness, and increasing regulatory scrutiny around chemical-based products. This focus extended beyond ingredients to packaging, with many players launching refill packs, plastic-free formats, and packs made from recycled materials.
Hindustan Unilever Ltd (HUL) and RSPL continued to dominate home care in India in 2024. HUL retained its leadership position by leveraging its expansive distribution network, brand strength across price segments, and continuous innovation across product formats. Its portfolio spanned advanced cleaning solutions, from laundry pods and liquid detergents to concentrated dishwashing gels and auto-dishwashing innovations. RSPL, meanwhile, reinforced its position as a strong challenger through the continued success of its Ghari brand, which focused on affordability, rural outreach, and value-for-money offerings. Ghari made notable gains among cost-conscious consumers through the rollout of smaller pack sizes and efficient pricing strategies.
Offline retail remained the cornerstone of home care product distribution in 2024, with traditional grocery retailers accounting for the majority of category sales. These neighbourhood stores continued to offer trusted, convenient access to daily essentials, particularly in small towns and rural markets. Their deep penetration, familiarity, and flexible selling practices such as credit provision ensured they remained the primary touchpoint for many consumers. While modern trade formats gained share in urban centres, traditional outlets still held the advantage of reach and local relationships.
India’s home care industry is expected to continue on a healthy growth path, underpinned by rising disposable incomes, sustained public hygiene awareness, and deeper appliance penetration in households. As nuclear families proliferate and urban work routines intensify, the demand for convenient, multifunctional, and time-saving cleaning solutions will accelerate. The sustainability trend, currently concentrated in metro cities, is likely to broaden over time as eco-friendly production and packaging become more cost-efficient.
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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.
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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 definitionsThis report originates from Passport, our Home Care research and analysis database.
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