Competitive Landscape
Reckitt Benckiser Dominates Toilet Care
The toilet care market in India is concentrated, with the leading company, Reckitt Benckiser (India) Pvt Ltd, holding a significant share of 78% of retail value sales in 2025. Reckitt Benckiser retained its leadership primarily through its flagship brand Harpic, which excelled in sustainable product innovations and evolving convenient formats like refillable liquids and concentrated cleaners.
Rimzaa Launches Organic Toilet Cleaner Tablets
This launch exemplifies the evolving product formats trend in India’s toilet care market, driven by consumer demand for convenience, sustainability and ease of use. The tablets quickly gained popularity through e-commerce and other retail channels, targeting environmentally conscious urban consumers seeking effective, hassle-free hygiene products.
Stable Market Leadership with No Major Mergers or Acquisitions
There were no significant changes in the company shares or brand shares held by the leading players in the toilet care market in India over the 2020-2025 period. The top players maintained their leading positions due to their focus on sustainability and product innovation as well as expanding digital and retail channel reach.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet 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 Toilet 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 Toilet 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 Toilet Care in India?
- Which are the leading brands in Toilet Care in India?
- How are products distributed in Toilet 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 Toilet Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Toilet Care in India - Category analysis
Key Data Insights
Rimzaa Drives Innovation with Sustainable Toilet Care Solutions
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
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
Reckitt Benckiser Dominates Toilet Care
Rimzaa Launches Organic Toilet Cleaner Tablets
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
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:
Toilet Care
- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
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 Toilet Care research and analysis database.
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