Competitive Landscape
Leaders Lose Share as Local Players Strengthen Price-Driven Competition
Wipes displays a moderate level of concentration, with leadership anchored by The Himalaya Drug Co, which held a 22% retail value share in 2025, and Johnson & Johnson (India) Ltd at 9%. Over the period from 2020 to 2025, the shares of the leading players declined, with Himalaya falling from 23%, and Johnson & Johnson falling from 12%,?indicating a gradual shift towards a less concentrated environment.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in India?
- Which are the leading brands in Wipes in India?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in India - Category analysis
Key Data Insights
Dynamic Value Growth, with Premiumisation Emerging as a Notable Trend
Dynamic Value Growth, with Premiumisation Emerging as a Notable Trend
Popees Drives Shift to Bamboo-Based Biodegradable Baby Wipes
Beco and Online Brands Accelerate Wellness and Safety Focus
Continued Growth as Parents Look for Convenience When Changing Their Children's Nappies
Multipurpose Innovation to Accelerate Premiumisation among Urban Millennials
Regional Adaptation Expected to Boost Adoption beyond Urban Centres
Leaders Lose Share as Local Players Strengthen Price-Driven Competition
Quick Commerce Platforms Reshape Purchase Occasions for Wipes
Tissue and Hygiene in India - Industry Overview
Affordability Is Boosted by Gst?Rationalisation, Driving Growth
Key Data Insights
Affordability Is Boosted by Gst?Rationalisation, Driving Growth
Clean Wellness Becomes a Core Requirement in Certain Categories
Major Players Operationalise Sustainability for Epr Compliance
Dynamic Growth as the Consumer Base Expands, Disposable Incomes Rise, and Convenience Is Valued
Away-From-Home Sales Expected to Rise as Institutional Adoption Increases
Brands Accelerate Circularity to Comply with New Waste Regulations
Procter & Gamble and Unicharm Sustain Leadership Despite the Intensifying Competition
Offline Channels Anchor Everyday Sales in Tissue and Hygiene
Transformation in Distribution as Retail E-Commerce Maintains Its Dynamic Rise
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning 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 Wipes research and analysis database.
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