In 2025, fragrances in India recorded robust double-digit value growth of 15%, with retail sales reaching INR66.4 billion. This performance was supported by a growing population, which reached 1.46 billion, providing a vast and expanding consumer base. The market experienced a pronounced shift in consumer perception, with fragrances transitioning from special occasion items to everyday lifestyle accessories. Driven by rising aspirational consumption among Gen Z and younger millennials, personal

In 2025, hair care in India demonstrated robust 9% current value growth to reach sales of INR399.7 billion. This performance was driven by urbanisation, rising disposable incomes and a growing national population that reached 1.46 billion. A key factor in this expansion is the shift towards holistic wellness, with consumers increasingly adopting advanced, multi-step regimens similar to skin care routines. Salon professional hair care experienced particularly dynamic growth, rising by 10% to reac

In 2025, oral care in India recorded 4% current value growth to reach INR171.5 billion. This performance reflects a mature landscape where overall volume gains remained modest, with value expansion driven primarily by premiumisation and product innovation. Operating within a population of 1.46 billion, players face the challenge of saturation in core products, necessitating differentiation beyond basic hygiene. Within the category, toothpaste held the largest share, posting retail sales of INR13

Beauty and personal care in India delivered a standout performance in 2025 with a 9% increase in retail sales, which highlighted the market’s dynamism and attractiveness. Growth is underpinned by rising disposable incomes, a rapidly expanding middle class, and a strong shift towards daily routines, with consumers increasingly seeking science-led efficacy, ingredient transparency, and wellness-driven innovation across both mass and premium formats. The environment is further shaped by the acceler

Colour cosmetics in India delivered robust double-digit value growth of 14% in 2025, reaching INR156.1 billion. This performance outpaced many regional and global peers, capitalising on an expanding national population of 1.46 billion. The strong growth was fuelled by rapid product innovation, high engagement among younger demographics and broadening access to both international and domestic brands through an increasingly omnichannel retail landscape.

Skin care in India recorded robust double-digit value growth of 13% in 2025, reaching retail sales of INR322.1 billion. This strong performance was supported by an expanding population of 1.46 billion and a distinct consumer appetite for clinically positioned, ingredient-led products. The market is increasingly shaped by the convergence of dermatology, diagnostics, and digital education. Dermatologist-founded and clinically positioned players, such as The Derma Co., Dr. Sheth's, and Minimalist,

Bath and shower in India recorded a positive value growth of 4% in 2025, reaching retail sales of INR353.7 billion. While this represents a slight slowdown indicative of a maturing landscape, underlying demand remains supported by a population of 1.46 billion and rising disposable incomes. Bar soap remained the largest category by value, generating INR308.6 billion with a 3% growth rate. Its enduring scale is driven by affordability and deep rural penetration. However, urban and younger consumer

In 2025, men’s grooming in India achieved strong value growth of 9%, with retail sales reaching INR186.3 billion. This expansion continues a trajectory of high single-digit and double-digit value growth observed since 2020. The market benefits from a growing population base, which reached 1.46 billion in 2025, alongside rising disposable incomes among young urban professionals. These demographic factors ensure a broadening consumer base and intensify demand for sophisticated grooming products. F

Depilatories in India experienced robust growth of 11% in 2025 to reach INR34.7 billion , driven by evolving consumer preferences, expanding e-commerce distribution, and continued innovation from digital-first brands. This double-digit value growth highlights India’s strong momentum as at-home hair removal routines become increasingly entrenched in daily personal care, particularly among younger consumers and urban households.

Deodorants in India recorded a strong performance in 2025, reaching a value of INR63.5 billion following a 10% growth rate. This expansion was driven by rapid urbanisation, a rising middle class and a total population of 1.46 billion, providing a substantial consumer base that is increasingly open to premium offerings. Deodorant sprays remained the largest contributor to value sales, reaching INR49.2 billion. This format maintained its dominance due to established usage habits, affordable price

In 2025, sun care in India achieved high double-digit value growth, with sales increasing by 33% to reach INR25.8 billion. This rapid acceleration positioned it as the fastest-growing beauty and personal care category in the country, outperforming the broader Asia Pacific region. The momentum is underpinned by a population of 1.46 billion, alongside ongoing urbanisation and rising spending power in Tier 1 and Tier 2 cities. Furthermore, heightened consumer awareness regarding UV damage, healthy

Baby and child-specific products in India recorded robust double-digit value growth in 2025, with sales increasing by 10% to reach INR73 billion. This performance was driven by rising disposable incomes, expanding urbanisation, and a growing population that reached 1.46 billion. Demand was particularly strong for everyday essentials, as parents showed a greater willingness to invest in premium products for infants and young children. Baby and child-specific toiletries formed the largest category

In 2025, premium beauty and personal care in India achieved robust double-digit growth of 15%, reaching a retail sales value of INR132.2 billion. This strong performance was underpinned by a population of 1.46 billion and a rising median household disposable income of INR684,845, which increased purchasing power and the willingness to invest in high-quality solutions. Consequently, consumers increasingly treated their beauty routines as integral self-care rituals. This shift drove significant de

In 2025, mass beauty and personal care in India achieved robust growth of 9%, reaching a retail value of INR1.3 trillion. This strong performance was underpinned by a favourable economic environment, characterised by a moderate inflation rate of 2% and a growing population that reached 1.46 billion. Furthermore, rising disposable incomes and an expanding middle class supported sustained consumer demand across both essential and aspirational categories. Retailers and e-commerce platforms facilita

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

In 2025, the polishes market in India recorded retail sales of INR5.1 billion, representing 4% current value growth on the previous year. This growth was driven by rising urbanisation and increasing disposable incomes, which fuelled demand for premium and multifunctional polish products. The median disposable income per household in India rose in 2025, indicating a growing capacity for consumers to spend on premium products. As a result, brands began to prioritise multifunctional, eco-friendly a

The air care category in India recorded 7%?volume and 8%?current value growth in 2025, driven by rising hygiene awareness and a growing preference for premium products. This growth was also attributed to the increasing demand for sophisticated fragrance experiences and technologically advanced formats.

In 2025, laundry care in India experienced significant growth, driven by rising urbanisation and increasing disposable incomes. The growing median disposable income per household in India indicated a growing capacity for consumers to spend on premium and convenient products. This trend was further supported by the increasing urban population, which is expected to continue growing. The 2% volume and 4% current value growth in the laundry care market in India was also attributed to the increasin

The surface care category in India experienced 8%?current value growth in 2025, with retail sales reaching INR39 billion. This growth can be attributed to increasing urbanisation and evolving consumer lifestyles that emphasise health, convenience and environmental consciousness. The median disposable income per household in India at constant prices was rising in 2025, indicating an increase in consumer spending power.

In 2025, the toilet care market in India demonstrated significant growth, driven by evolving product formats and a growing emphasis on sustainability. The retail volume of toilet care products recorded 7% growth on the previous year, while current value sales increased by 9%. The median disposable income per household in India was rising, indicating a positive economic backdrop that supported consumer spending on home care products.

In 2025, the dishwashing category in India demonstrated a robust performance, boosted by rising median disposable income per household. This increase in disposable income enabled consumers to opt for more premium and convenient dishwashing products. The total retail value of the dishwashing category was INR59 billion, representing growth of 5% on the previous year.

In 2025, the home insecticides market in India experienced growth, driven by the early arrival of the monsoon season, which intensified mosquito breeding and created urgent demand for effective solutions. The retail value of home insecticides reached INR62 billion, having recorded current value growth of 5%. This growth was largely influenced by rising urbanisation and increasing concerns over mosquito-borne diseases, making convenient and reliable mosquito control essential for households.

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

Nappies/diapers/pants in India registered robust retail volume growth in 2025, reaching 11.0 billion units, which represented an 8% increase from the previous year. This performance stands out against the backdrop of the Asia Pacific region, where many countries face slower growth due to demographic headwinds, while India’s young population and rising urbanisation are supporting expansion. The population aged 0-3, a key consumer base, remained substantial at 91 million in 2025, underscoring cont