The India detergents market was valued at INR 42,827.4 crore in 2019 and is projected to reach INR 73,660.4 crore by 2027; it is expected to grow at a CAGR of 7.0% from 2020 to 2027.
Detergents are defined as household chemical cleaning compounds that are widely used for laundering and dishwashing purposes. The demand for such products in India is on the rise due to the growing awareness toward health and hygiene coupled with the changing lifestyles of people as well as a considerable increase in per capita disposable income. At present, people are more concerned about sanitization in general than ever before. The critical development of the homecare items advertised is likewise ascribed to developing mindfulness among purchasers about close-to-home well-being and cleanliness. Customers are spending more on these items than ever. The unmistakable utilization of cleansers in all the homecare items gives a persistent push to the interest in cleansers. Mounting awareness among people about health and hygiene, as well as a considerable increase in per capita disposable income, has boosted the sales of homecare products in India. Also, the advent of e-commerce website, extensive marketing campaigns by national players, and growing penetration of multinational players are expected to support the growth of the detergents market in India.
The ongoing COVID-19 pandemic has altered the status of the detergents industry. The outbreak has distorted operational efficiency and disrupted the value chains due to the sudden shutdown of national and international boundaries, thereby impacting the demand for detergents. Concerns regarding the spread of diseases such as coronavirus have increased awareness among consumers to keep their homes and surroundings clean and sanitized. This has substantially maintained the demand for detergents in the Indian market. Further, as the economies are planning to revive their operations, the demand for detergents is expected to rise globally in the coming months. Further, significant investments by prominent companies in the development of advanced and organic products is, yet, another factor supporting the market growth.
The upward shift in consumer living standards, supported by growing disposable incomes within the expanding middle-class segment, is significantly driving demand for high-quality, premium detergent products. Consumers are increasingly favoring super premium and premium detergent powders, particularly those engineered for compatibility with modern front-load and top-load washing machines. These advanced formulations typically feature finer granules that effectively penetrate fabric fibers, delivering superior cleaning performance while producing minimal foam and reducing water consumption. The rapid proliferation of washing machine ownership in Indian households has played a pivotal role in broadening the consumer base willing to explore and adopt these premium detergent variants. This trend has not only expanded the market but also fostered heightened brand loyalty among consumers who appreciate the enhanced efficacy and convenience associated with super premium products. Such detergents offer benefits including improved fabric care, better stain removal, and eco-friendly attributes, which align with evolving consumer demands for both quality and sustainability. In addition to technological advancements, aggressive marketing campaigns and product innovation by local and multinational detergent manufacturers have helped educate consumers about the advantages of premium detergents, thereby accelerating adoption rates. Furthermore, urbanization and changing lifestyle dynamics, including increased working professionals and dual-income households, have intensified the need for efficient and effective laundry solutions, further propelling this market segment. Looking ahead, the increasing penetration of premium washing machines combined with rising consumer awareness regarding fabric care and environmental considerations is anticipated to create substantial growth opportunities. Both domestic and international players are poised to capitalize on these emerging preferences by offering innovative product portfolios tailored to meet the specific requirements of discerning consumers. As a result, the super premium detergent segment is expected to witness robust growth, transforming the traditional detergent landscape throughout the forecast period.
The detergents market, based on type, is segmented into anionic detergents, cationic detergents, non-ionic detergents, zwitterionic detergents, and others. Cationic detergents segment is expected to grow at the highest CAGR during the forecast period. Cationic detergents are composed of benzalkonium chloride, benzethonium chloride, methylbenzethonium, and cetylpyridinium chloride. They are significantly deployed in different forms such as powder, as paste, or in aqueous solution to produce automatic dishwashing powders, fabric softeners, some hair care and body care products, sanitizers, and disinfectants. They are known to possess characteristics such as wetting, foaming, and emulsifying and hence are widely used in personal cleaning products such as hair cleansers, conditioners, hand sanitizers and disinfectants.
The detergents market, based on form, is segmented into powder, liquid, bar, and others. Liquid segment is expected to grow at the highest CAGR during the forecast period. Liquid laundry detergent is primarily used in cleaning laundry and has two main end-user segments, such as residential and commercial. The demand for liquid laundry detergent is growing, owing to the comfort and ease of application and lesser wastage as compared to detergent powders. Also they are skin friendly and do not have any harmful effects such as dry and rough skin or skin irritation like detergent bars and soaps. The increasing penetration of washing machines and dishwashers in urban areas is driving the growth of liquid detergents segment during the forecast period.
The detergents market, based on application, is segmented into personal cleaning, laundry cleaning, household cleaning, dishwashing and others. Household cleaning segment is expected to grow at the highest CAGR during the forecast period. The increasing per capita consumption is the major driver for the household cleaning product segment. In addition, the changing lifestyle of consumers has favorably impacted the sales of household cleaners. Consumers have changed their usage patterns for surface cleaners, toilet cleaners and these products witness daily usage by most consumers. Product development and portfolio augmentation are main considerations that will drive family unit cleaning items showcase development.
A few key players operating in the India detergents market are Procter & Gamble Co, Hindustan Unilever Limited, Blue Chem India, and Ashirwad Group. Major market players are focused on strategies such as mergers and acquisitions, and product launches to increase their geographical presence and consumer base globally.
| Report Attribute | Details |
|---|---|
| Market size in 2019 | INR 42,827.4 crore |
| Market Size by 2027 | INR 73,660.4 crore |
| Global CAGR (2020 - 2027) | 7.0% |
| Historical Data | 2017-2018 |
| Forecast period | 2020-2027 |
| Segments Covered |
By Type
|
| Regions and Countries Covered | India
|
| Market leaders and key company profiles |
The List of Companies - India Detergents Market