Home care in 2024: The big picture
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.
2024 key trends
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.
Competitive landscape
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.
Retailing developments
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.
What next for home care?
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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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
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in India
KEY DATA FINDINGS
Air care category maintains strong growth with sprays leading urban preference
Dabur and Godrej dominate with innovations across home and car care formats
Offline retail remains dominant, led by impulse-led grocery purchases
Premiumisation and fragrance customisation to shape the next wave of growth
Sustainability and refillability rise as new differentiators
Private label and digital-first brands challenge incumbents with smart pricing and targeting
Dishwashing in India
KEY DATA FINDINGS
Manual cleaning remains the norm as machine dishwashing adoption lags
Unilever consolidates dominance while rivals invest in natural formulations
Grocery retailers anchor distribution as offline channels dominate
Private label gains ground with value-driven positioning
Health and sustainability concerns reshape ingredient preferences
Premium formats gain traction among urban households
Home Insecticides in India
KEY DATA FINDINGS
Electric formats drive consistent demand as usage expands beyond monsoon months
Godrej maintains leadership through product diversification and natural-based innovation
General trade dominates distribution with minimal e-commerce penetration
Natural and plant-based solutions gain favour among health-conscious households
Rural market expansion driven by low-cost formats and micro-SKU innovations
Smart devices and refill subscriptions tap into premium urban demand
Laundry Care in India
KEY DATA FINDINGS
Consumers increasingly shift from powders to liquid formats
Key players focus on marketing initiatives and innovations to drive growth
Offline retail remains dominant despite digital gains
Sustainability takes centre stage in product and packaging innovation
Premiumisation creates room for specialised laundry solutions
Rural markets offer untapped potential for liquid formats
Polishes in India
KEY DATA FINDINGS
Steady growth continues as evolving lifestyles reshape usage patterns
Reckitt Benckiser leads with heritage brands amid limited innovation
Traditional retail channels continue to dominate category sales
Declining leather shoe usage prompts need for category reinvention
Demand rises for multipurpose and value-enhanced polish products
Private label and eco-friendly offerings present disruptive potential
Surface Care in India
KEY DATA FINDINGS
Low brand loyalty persists due to functional overlap and price sensitivity
Reckitt Benckiser leads through portfolio strength and constant innovation
Grocery retailers retain dominance despite digital traction
Private label and value formats gain traction in cost-sensitive segments
Fragrance becomes a core driver of product appeal and loyalty
Multipurpose efficacy and premium experiences shape future innovation
Toilet Care in India
KEY DATA FINDINGS
Hygiene awareness boosts growth, but functionality remains the primary driver
Reckitt Benckiser sustains dominance through Harpic’s diversified product range
Offline retail dominates distribution, led by neighbourhood grocery stores
Smaller pack sizes drive accessibility but limit premiumisation potential
Government sanitation programmes unlock rural market potential
Fragrance and ease-of-use shape the future of innovation
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.
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This report originates from Passport, our Home Care research and analysis database.
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