Cleaning Up in India: Trends and Opportunities in Household Cleaning Products

India household cleaning market is flourishing because of the rising awareness about hygiene and a high level of disposable income among the people in the country’s middle-income group.

BlueWeave Consulting, a leading strategic consulting and market research firm, in its recent study, estimated the India household cleaning market size at USD 7,621.1 million in 2022. During the forecast period between 2023 and 2029, BlueWeave expects the India household cleaning market size to grow at a robust CAGR of 21.4% reaching a value of USD 29,617 million by 2029. Major growth drivers for the India household cleaning market include an increasing rate of urbanization, rising disposable incomes, changing lifestyles, and growing awareness of hygiene and cleanliness. The market is further benefiting from the increasing prevalence of virus-induced illnesses, which exhibit flu-like symptoms and various health complications, creating a favorable outlook. Notably, the market is witnessing growth due to expanded product availability and the proliferation of organized retail stores, particularly in tier 2 and tier 3 cities across the nation. The Government of India is also actively involved in promoting household hygiene awareness in rural areas through various initiatives. Also, consumer preferences are shifting towards specialized cleaning solutions suitable for a range of surfaces such as glass, stainless steel, wood, and concrete. This trend is further boosted by the rising demand for environmentally friendly cleaners composed of natural ingredients like citrus solvents, corn starch, oxygen bleach, baking soda, and alcohol, contributing to market expansion. However, price sensitivity and intense competition are anticipated to restrain the overall market growth during the forecast period.

India Household Cleaning Market – Overview

Household cleaning products cover a wide range of items used for cleaning tasks in homes. This includes laundry detergents, dishwashing liquids, surface cleaners, toilet bowl cleaners, window cleaners, glass cleaners, and floor cleaning solutions. These products come in various forms like trigger sprays, aerosol cans, pouches, and pump-actuated bottles. They contain a mix of powerful ingredients, such as abrasives, acids, alkalis, bleaches, sanitizers, detergents, spirit solvents, and degreasers, which are designed to break down and remove dirt and stains from various surfaces, ensuring thorough cleanliness in households. The household cleaners often have pleasant fragrances like lemon, lime, rose, lavender, and sandalwood to add a fresh and inviting scent to indoor spaces. Many of them also include chlorine, which helps protect against flu viruses and various foodborne illnesses. These cleaners play a vital role in preventing the growth of mold on surfaces and walls, as well as the buildup of allergens that can trigger allergies in people. Also, they efficiently remove dirt, germs, and various contaminants from different surfaces while also preventing the formation of unsightly hard water marks on glass windows and mirrors.

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Impact of COVID-19 on India Household Cleaning Market

Covid-19 pandemic had a positive impact on the India household cleaning market. With heightened concerns about hygiene, demand for household cleaning products surged. Government initiatives to promote cleanliness further fueled this demand. Manufacturers responded by introducing eco-friendly and natural ingredient-based cleaners. Shifting consumer preferences towards specialized products also accelerated market growth. Also, factors like the expansion of organized retail, rising incomes, urbanization, and e-commerce availability contributed to the market's upward trajectory.

India Household Cleaning Market – By Distribution Channel

Based on distribution channel, the India household cleaning market is divided into Supermarkets, Department Stores, and Online segments. The supermarkets segment held the highest share in the India household cleaning market by distribution channel. he convenience and one-stop shopping experience offered by supermarkets make them a preferred choice for consumers to purchase cleaning products. Supermarkets often stock a wide variety of brands and products, catering to different customer preferences and budgets. Likewise, the ability to compare prices and access promotional offers in supermarkets attracts cost-conscious shoppers. Also, the modernization of retail infrastructure and the growth of organized retail chains have further boosted the dominance of the supermarkets segment in the household cleaning market.

Competitive Landscape

Major players operating in the India household cleaning market include Hindustan Unilever Limited, Rohit Surfactants Private Limited, Reckitt Benckiser (India) Limited, Procter & Gamble Hygiene and Healthcare Ltd, Jyothy Labs Limited, Nirma Limited, Fena (P) Limited, Dabur India Limited, S. C. Johnson Products Pvt. Ltd, and Pitambari Products Private Limited. To further enhance their market share, these companies employ various strategies, including mergers and acquisitions, partnerships, joint ventures, license agreements, and new product launches.

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