India Toilet Cleaning By Value, By Type ( Liquid Cleaner, In-Cistern, Rim, Others ), By Company, By Brand ( Sani fresh, Mr. Muscle, Clorox, Harpic, Domex etc. ), By Sales Channel ( General Retail, Modern Retail, Online ), By Demographics ( Urban, Rural ), Outlook ( Trends & Forecast ), 2025

Abstract
The report titled "India Toilet Cleaning By Value, By Type ( Liquid Cleaner, In-Cistern, Rim, Others ), By Company, By Brand ( Sani fresh, Mr. Muscle, Clorox, Harpic, Domex etc. ), By Sales Channel ( General Retail, Modern Retail, Online ), By Demographics ( Urban, Rural ), Outlook ( Trends & Forecast ), 2025" provides complete analysis of the performance of toilet cleaning products market in India. In India, open defecation was a well-established traditional practice deeply ingrained from early childhood. The practice is still rampant in rural India and the country is home to the world’s largest population of people who defecate in the open. This is the major reason why toilet cleaner, as a product, did not grasp much attention and importance before some years. People who have toilet in their homes specially in rural areas still uses phenyl, bleaching powders, detergents and acids as toilet cleaning purpose but there has been lot of emergence of new products that have eased the toilet cleaning works. Toilet cleaners have the range of products such as toilet cleaning powder, gel, liquid, wipes, stripes, in-cistern devices, rim blocks. Initiatives by government such as have helped the consumers specially in the rural areas to understand the value of sanitation which have been a big factor as the companies have started to target the untapped rural market of the country. This report give in-depth insight of the performance of various segments toilet cleaning segment along with historical and forecasted values with ongoing trends, opportunities, challenges and the profiles of top performing companies.
Market Development
The toilet cleaning market of India is segmented in three categories such as Liquid cleaners, In-Cistern & Rim blocks, and others which includes drainers, tablets, wipes, powders, and sprays. The market have shown a substantial growth and have crossed the mark of INR 1600 crore in with strong CAGR of above 28%. The market saw a sudden surge of growth in sales since October 2014 when the sanitation programme 'Swachh Bharat Mission-Grahmin was launched. The initiative was to construct toilets especially in the rural sector and bring an end to open defecation. Liquid cleaners are considered to be the perfect substitute for cleaning toilets and have become extremely popular in the last couple of years. Sales of branded liquid toilet cleaner continued to receive a boost owing to the growing awareness promoted by promotional campaigns of multinationals such as 'Harpic Challenge'. In-cistern & rim blocks and other cleaners clean continuously without any mess last more than a month depending upon the individual usage. These segments of toilet cleaning market have shown rapid growth in last couple of years specially in urban areas where the houses have the large presence of western style toilets. Sales channel plays a role in distribution of the products as the liquid cleaners are widely present in the multi-brand as well as the general retail stores where as the products like In-cistern & rim blocks, wipes, sprays can be found majorly through multi-brand retail stores because of its less availability and premiumness.

Major Companies with their brands

The toilet cleaner market in India has less penetration and less competition. The market is highly consolidated with hand full of prominent players contributing the market revenues.
• Reckitt Benckiser (India) Ltd - Harpic
• Hindustan Unilever limited - Domex
• Dabur India Limited - Sani Fresh
• SC Johnson Products Pvt. Ltd - Mr Muscle
• Future Consumer Enterprise Ltd - Clean Mate
• Fena Private Limited - COP
• Pitambari Products Pvt. Ltd - Sanit All
• The Clorox Company - Clorox
• Cera Sanitaryware Limited - Cerenity
• Altret Industries Private limited - Trends, Alfab
• Diversey India Private Limited - Taski R6
• Ecolab Food Safety & Hygiene Solutions Private Limited
• M/S Satol Chemicals - Satol

Considered in this report
• Geography: India & Global
• Base Year: FY 2018-19
• Estimated Year: FY 2019-20
• Forecast Year: FY 2024-25

Aspects covered in the report
• Global toilet cleaning market
• India toilet cleaning market, with analysed historical and forecasted value.
• Product price & variant analyses of each segment
• Information regarding the raw material used in cleaners
• Market penetration, policies and future development of each segment
• Trade analysis
• Opportunities and challenges observed in the market
• Ongoing trends
• Five forces
• Profiles of top performing companies
• Market recommendations

Segments covered in the report

Toilet Cleaners
• In-Cistern toilet cleaner
• Rim toilet cleaner
• Others(drainers, tablets, wipes, powders, and sprays)

Approach of the report
The information contained in the report " India Toilet Cleaning By Value, By Type ( Liquid Cleaner, In-Cistern, Rim, Others ), By Company, By Brand ( Sani fresh, Mr. Muscle, Clorox, Harpic, Domex etc. ), By Sales Channel ( General Retail, Modern Retail, Online ), By Demographics ( Urban, Rural ), Outlook ( Trends & Forecast ), 2025" are obtained from complete analysis through secondary and primary research. Secondary research includes the information obtained from third party source, various press releases, government generated reports, data's from government databases, company annual reports and listing down the major companies present into the market. After gathering the data's from secondary sources primary research was conducted by making telephonic interviews to the local players about how the market is functioning at the ground level and verifying the details obtained from secondary sources. After completion of all the research process value data of the market were analysed and forecasted for the future years.
Intended audience
This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to toilet cleaning industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.
Please get in touch with our sales team in order to find out more.
Key words: Global, India, Household, Cleaning, toilet, in-cistern, rim, block, drainers, tablets, wipes, powders, and sprays, Harpic, Finish, Cif, Domex, Sani Fresh, Mr Muscle, Clean Mate, Pitambari, Sanit All, Clorox, Cerenity, Trends, Alfab, Satol.

Content
Table of content
1. Executive Summary
2. Report Methodology
3. Market Defination
4. India Demographics Insight
5. Global Household Cleaning Market Outlook
5.1. Global Utensil Cleaner Market Outlook
5.2. Global Surface Cleaner Market Outlook
5.3. Global Toilet Cleaner Market Outlook
6. India Household Cleaning Market Outlook
6.1. Market Size By Value
6.2. Market Share
6.2.1. By Company
6.2.2. By Brand
6.2.3. By Category
6.2.4. By Demographics
6.2.5. By Sales Channel
7. India Toilet Cleaner Market Outlook
7.1. Market Size By Value
7.2. Market Share
7.2.1. By Company
7.2.2. By Product Type
7.2.3. By Demographics
7.2.4. By Sales Channel
7.3. India Liquid Cleaners Market
7.3.1. Market Size By Value
7.3.2. Product, Price and Variant Analysis
7.4. India In-Cisterns & Rim Blocks Market
7.4.1. Market Size By Value
7.4.2. Product, Price and Variant Analysis
7.5. India Other Toiler Cleaner Market
7.5.1. Market Size By Value
7.5.2. Product, Price and Variant Analysis
8. India Economic Snapshot
9. Raw Material
10. Market Penetration
11. Future Development
12. Policy & Regulatory Landscape
13. Trade Dynamics
13.1. Import
13.2. Export
14. India Household Cleaning Market Dynamics
14.1. Key Drivers
14.2. Key Challenges
15. Market Trends & Developments
15.1. xxxx xxxx xxxx xxxx xxxx xxxx xxxx
15.2. xxxx xxxx xxxx xxxx xxxx xxxx xxxx
15.3. xxxx xxxx xxxx xxxx xxxx xxxx xxxx
15.4. xxxx xxxx xxxx xxxx xxxx xxxx xxxx
15.5. xxxx xxxx xxxx xxxx xxxx xxxx xxxx
16. Competitive Landscape
16.1. Porters Five Forces
16.2. Company Profiles
16.2.1. Reckitt Benckiser (India) Ltd.
16.2.2. Hindustan Unilever Limited
16.2.3. Dabur India Limited
16.2.4. SC Johnson Products Pvt. Ltd.
16.2.5. Future Consumer Enterprise Ltd.
16.2.6. Fena Private Limited
16.2.7. Pitambari Products Pvt. Ltd.
16.2.8. The Clorox Company
16.2.9. Cera Sanitaryware Limited
16.2.10. Altret Industries Private Limited
16.2.11. Diversey India Private Limited
16.2.12. Ecolab Food Safety & Hygiene Solutions Private
16.2.13. M/S Satol Chemicals
17. Strategic Recommendations
18. Disclaimer

List of Figures
Figure-1: India Population 2015-2019 ( In Crore)
Figure-2: India Population Age Structure (EST. 2019)
Figure-3: India Urban VS Rural (Crore)
Figure-4: Global Household Cleaning Market Size – By Value 2013-14 To 2018-19 (US Billion)
Figure-5: Global Household Cleaning Market Size Forecast – By Value 2019-20F To 2024-25F (US Billions)
Figure-6: Global Toilet Market Size – By Value 2013-14 To 2018-19 (US Billion)
Figure-7: Global Toilet Cleaning Market Size Forecast – By Value 2019-20F To 2024-25F (US Billions)
Figure-8: India Household Cleaning Market Size – By Value 2013-14 To 2018-19 (INR Crore)
Figure-9: India Household Cleaning Market Size Forecast – By Value 2019-20F To 2024-25F
Figure-10: India Household Cleaning Market Share – By Company 2018-19
Figure-11: India Household Cleaning Market Share – By Brand 2018-19
Figure-12: India Household Cleaning Market Share – By Category 2018-19 & 2024-25F
Figure-13: India Household Cleaning Market Share – By Demographics 2018-19 & 2024-25F
Figure-14: India Household Cleaning Market Share – By Sales Channel 2018-19 & 2024-25F
Figure-15: India Toilet Cleaner Market Size – By Value 2013-14 To 2018-19 (INR Crore)
Figure-16: India Toilet Cleaner Market Size Forecast – By Value 2019-20F To 2024-25F (INR Crore)
Figure-17: India Toilet Cleaner Market Share – By Company 2018-19
Figure-18: India Toilet Cleaner Market Share – By Product Type 2018-19
Figure-19: India Toilet Cleaner Market Share – By Demographics 2018-19
Figure-20: India Toilet Cleaner Market Share – By Sales Channel 2018-19
Figure-21: India Liquid Toilet Cleaner Market Size – By Value 2013-14 To 2018-19 (INR Crore)
Figure-22: India Liquid Toilet Cleaner Market Size Forecast – By Value 2019-20F To 2024-25F (INR Crore)
Figure-23: India In-Cistern & Rim Block Toilet Cleaner Market Size – By Value 2013-14 To 2018-19 (INR Crore)
Figure-24: India In-Cistern & Rim Block Toilet Cleaner Market Size Forecast – By Value 2019-20F To 2024-25F (INR Crore)
Figure-25: India Others Toilet Cleaner Market Size – By Value 2013-14 To 2018-19 (INR Crore)
Figure-26: India Others Toilet Cleaner Market Size Forecast – By Value 2019-20F To 2024-25F (INR Crore)
Figure-27: Import of Household Cleaning Products in India – Value & Volume
Figure-28: Export of Household Cleaning Products from India – Value & Volume
Figure-29: Porter's Five Forces Meter of India Toilet Cleaner Market

List of tables
Table-1: India Tier-wise Classification Of Cities
Table-2: India Region-wise Classification Of Cities
Table-3: Product, Price and Variant Analysis of Liquid Toilet Cleaners in India (Price/500 ml)
Table-4: Product, Price and Variant Analysis of Toilet Rim Blocks & In-Cistern In India
Table-5: Product, Price and Variant Analysis of Liquid Toilet Cleaners in India (Price/quantity)
Table-6: India Economic Profile – 2015 to 2018
Table-7: General Formulations For Acid Toilet Bowl Cleaners (% Weight)
Table-8: General Formulations For Solid Toilet Tank Cleaners (% Weight)
Table-9: Import Duties under HS code 340220
Table-10: Import of Household Cleaning Products in India - By Country By Volume
Table-11: Export of Household Cleaning Products from India - By Country By Volume 2018-19
Table-12: Product Portfolio of Reckitt Benckiser (India) Ltd. in Utensil Cleaner Market
Table-13: Product Portfolio of Reckitt Benckiser (India) Ltd. in Surface Cleaner Market
Table-14: Product Portfolio of Reckitt Benckiser (India) Ltd. In Toilet Cleaner Market
Table-15: Key Facts of Reckitt Benckiser (India) Ltd.
Table-16: Product Portfolio of Hindustan Unilever Limited in Utensil Cleaner Market
Table-17: Product Portfolio of Hindustan Unilever Limited in Surface Cleaner Market
Table-18: Product Portfolio of Hindustan Unilever Limited in Toilet Cleaner Market
Table-19: Key Facts of Hindustan Unilever Limited
Table-20: Product Portfolio of Dabur India Limited in Household Cleaning Market
Table-21: Key Facts of Dabur India Limited
Table-22: Product Portfolio of SC Johnson Products Pvt. Ltd. in Household Cleaning Market
Table-23: Key Facts of SC Johnson Products Pvt. Ltd.
Table-24: Product Portfolio of Future Consumer Enterprise Ltd. in Household Cleaning Market
Table-29: Key Facts of Future Consumer Enterprise Ltd.
Table-30: Product Portfolio of Fena Private Limited in Household Cleaning Market
Table-31: Key Facts of Fena Private Limited
Table-28: Product Portfolio of Pitambari Products Pvt. Ltd. in Household Cleaning Market
Table-33: Key Facts of Pitambari Products Pvt. Ltd.
Table-34: Product Portfolio of The Clorox Company in Household Cleaning Market
Table-31: Key Facts of The Clorox Company
Table-24: Product Portfolio of Cera Sanitaryware Limited in Toilet Cleaner Category
Table-33: Key Facts of Cera Sanitaryware Limited
Table-34: Key Facts of Altret Industries Private Limited
Table-35: Key Facts of Diversey India Private Limited
Table-36: Key Facts of Ecolab Food Safety & Hygiene Solutions Private Limited
Table-37: Key Facts of M/S Satol Chemicals