Homecare Products Market in India

Posted By Team MCG On



The home care products market in India has grown due to the increased awareness about health and hygiene, as well as considerable increase in per capita disposable income. Extensive marketing campaigns as well as the launch of new product segments play a major role. Several FMCG majors have entered the homecare market with offerings across multiple product categories. Multinational players have a well-established presence and several regional players are establishing nation-wide presence.

Homecare products are into the following segmentation:

The homecare products market was valued at INR 218 billion in 2013-14, of which fabric care holds a major share of around 68%. While fabric care is a well-established market, other segments of home care market such as air care and specialty surface cleaners are emerging markets.

Detergent market has a large share of small and regional players. Penetration of washing machines is considered as a key growth driver for the washing powder market. Other product segments namely fabric conditioners, fabric softeners, laundry aids and specialized liquid detergents for delicate and woollen clothes account for a small share of the market.

The dishwashing sector has witnessed a gradual shift from dishwash powder to dishwash bar segment, especially among middle income population. The Liquid dish wash category is in nascent stage with a range of variants based on fragrance, herbal extracts, anti-bacterial property etc.

Toilet cleaners largely cater to the urban and semi-urban markets .Government initiatives such as ‘SwachBharath’ are major enabler for the toilet cleaners market.Rising health consciousness is a key factor for the growth of the floor cleaner product category.

The household insecticide category broadly comprises repellants and pest killers. Repellents include cream, coil, lotion and liquid vaporizer. Aerosols, chalks and poisons to kill the insects are among the key pest killer products in the market. There has been a gradual switchover from coils to liquid vaporizer format in the recent times, especially in the urban areas.

Air care category is witnessing the launch of trendy upmarket products targeting urban households.  New innovative products include automatic odour control systems, metered dispensers, fan dispensers, dry deodorants, automatic sprays with periodic bursts of fragrances and electric room fresheners.

Homecare: Key Players and their Leading Brands

Source: Secondary research