Competitive Landscape
Leading Companies Strengthen Grip through Innovation and Distribution
The surface care industry in India is concentrated, with the leading company, Reckitt Benckiser, accounting for a 69% share of overall retail value sales. Hindustan Unilever and ITC? are the next strongest players, both with shares of 3%.
Habiver Launches Range of Products Made From Plant-Based Ingredients
In 2025, Habiver launched an extensive range of wellness-driven home care products, including surface disinfectants, natural aromatic sanitisers, multisurface cleaners and air purifiers — all formulated with safer, plant-based ingredients. This came at a time when more people in Indian cities are juggling fast-paced lives and becoming increasingly cautious about the chemicals they bring into their homes.
Wipro's Floor Cleaner Features Germ Kill and Insect Repellent
Wipro’s new MaxKleen 2-in-1 Floor Cleaner shows how evolving product formats are shaping surface care in India. By combining disinfectant properties with natural insect-repellent oils in a single product, Wipro responded to consumers’ growing desire for multifunctional and health-conscious solutions that simplify household chores.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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.
If you're in the Surface 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 Surface 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 Surface Care in India?
- Which are the leading brands in Surface Care in India?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in India - Category analysis
Key Data Insights
Health-Conscious Consumers Drive Surface Care Innovation and Growth
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
Brands Leverage Digital Engagement to Drive Consumer Loyalty
Multifunctional Products Will Gain Traction in Compact Urban Homes
Eco-Friendly Packaging and Formulations Will Drive Sustainability
Leading Companies Strengthen Grip through Innovation and Distribution
Habiver Launches Range of Products Made From Plant-Based Ingredients
Wipro's Floor Cleaner Features Germ Kill and Insect Repellent
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
Home Care in India - Industry Overview
Innovation Helping to Drive Growth
Key Data Insights
Innovation Helping to Drive Growth
Laundry Care Dominates Market Share with Evolving Formats
Health and Wellness Trend Fuels Premiumisation and Innovation
Proactive Health Integration and Technology Will Drive Growth
Air Care to See Dynamic Growth, Driven by Innovation
Sustainability and Technology Integration Will Redefine Consumer Loyalty
Hindustan Unilever Remains a Strong Leader Despite Intensifying Competition
Purecult Launches New Plant-Based Products
Innovation and Premiumisation Drive Growth and Competition
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
Country Reports Disclaimer
The following categories and subcategories are included:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
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 Surface Care research and analysis database.
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