India Detergent Market By Value By Segment ( Detergent & Fabric Care ), By Detergent Type ( Powder, Bar, Liquid ), By Organized Detergent ( Popular, Mid Range & Premium ) Vs Unorganised Detergent, By Company, By Brand ( Ghari, Surf Excel, Active Wheel Rin, Tide, Etc. ), By Sales Channel ( General Retail, Modern Retail, Online ), By Demographics ( Urban, Rural ), Outlook ( Trends & Forecast ), 2025
India Detergent Market By Value By Segment ( Detergent & Fabric Care ), By Detergent Type ( Powder, Bar, Liquid ), By Organized Detergent ( Popular, Mid Range & Premium ) Vs Unorganised Detergent, By Company, By Brand ( Ghari, Surf Excel, Active Wheel Rin, Tide, Etc. ), By Sales Channel ( General Retail, Modern Retail, Online ), By Demographics ( Urban, Rural ), Outlook ( Trends & Forecast ), 2025
Abstract
The report titled "India Detergent Market By Value By Segment ( Detergent & Fabric Care ), By Detergent Type ( Powder, Bar, Liquid ), By Organized Detergent ( Popular, Mid Range & Premium ) Vs Unorganised Detergent, By Company, By Brand ( Ghari, Surf Excel, Active Wheel Rin, Tide, Etc. ), By Sales Channel ( General Retail, Modern Retail, Online ), By Demographics ( Urban, Rural ), Outlook ( Trends & Forecast ), 2025" gives synoptic analysis of the detergent market of the India. Laundry care is one of the most inevitable household work performed across the world and detergents are one of the important substances used during it. Traditionally, people worldwide were using different methods to wash clothes with different substances but the Indians were having a holistic perspective. In India, household chores are performed by housewives and dirty clothes shows the inefficacy of them. Hence, Indian wifey focuses more on choosing best detergents for their family.
The Indian detergent market is largely divided into two markets of organised and unorganised players. The main products sold here are the detergent bars, detergent powder & liquid detergent. The major proportion of Indian market lies in the rural area in which people are less aware of the brands, buys from general retails and are also highly price sensitive. Moreover, they can easily switch to another product if it is being offered at lower price. Hence, price competition is a major factor in Indian Detergent market. On the other side, urban people are educated and are aware of the trends, brands and fabric hygiene. Furthermore, they also purchase detergents from multibrand retails and e commerce. Hence, the premium detergent products such as washing machine powders and liquid detergents were developed targeting the urban audience.
The Indian Detergent market has always seen a substantial growth and is expected to reach INR 49067 crore with a compounded annual growth rate (CAGR) of more than 9%. The Surf brand of Hindustan Unilever Limited claims to be the first brand of the market but soon with the introduction of indigenous brands such as Nirma and Ghari, the global leader lost its shares in Indian market. The indigenous brands Nirma and Ghari pinched the empathy of Indian consumers and started making available detergent powder in Indian market. However, Nirma lost its share over the Ghari Detergent and the brand Ghari by Rohit Surfactants is currently leading the Indian Market with highest market share. The liquid detergent was brought by HUL in the year 2013 under the brand name of Surf Excel. Other price friendly brands such as Rin, Active Wheel, Tide, etc came into the market with their pricing strategies.
The detergents are made available to the end consumer through mainly three sales channels- General retail, Multi brand retail and online retails. The rural market have only general retails which restricts the people to have only one buying option. But the urban people enjoy various discounts and festive offers given by Multibrand and online retails. The major working chain in Indian multibrand retails re Big Bazaar, D mart, Bansal, etc. and e commerce such as Amazon, Flipkart, etc. offers variety of detergents in different size and packaging.
In order to gain consumer satisfaction, the brands campaign their products for trials and attract consumers by catchy taglines such as "pehle istamaal karein fir vihwas karein" by Ghari detergent, "sabki pasand Nirma" by Nirma, "kyun? chaunk gaye?"by Tide and detergent brand Surf Excel's "Daag ache hain. Brand representives also visit various houses and demonstrate their product claiming to give the ultimate wash satisfaction. They also offers free trial pouches attached with other products to let people test for first time.
The prominent players in the Indian detergent market are Rohit surfactants, Hindustan Unilever Limited, Procter & Gamble, Jyothty Laboratories and Nirma Limited.
Covered in the report:
• Global Laundry care market
• India Laundry care market
• India Detergent market
• Market trends & developments
• Key facts about the leading market players
How it will help solving your strategic decision making process?
The report provides an in-depth knowledge of the India Laundry Care market scenario:
• Global laundry care market scenario (Historical & forecast)
• India laundry care market scenario (Historical & forecast)
• India laundry care market size (Historical & forecast)
• India laundry care market share ( by company, brand, category, demographics, sales channel)
• India detergent market scenario (Historical & forecast)
• India detergent market size (Historical & forecast- powder, bar & liquid detergent)
• India detergent market share (by region, product type, demographics & sales channel )
• India organised detergent market scenario (Historical & forecast)
• India organised detergent market size (Historical & forecast- popular, mid range & premium)
• India organized detergent market share (company ,brand, sub category)
• India unorganised detergent market
• Product price variant analysis
• Recent developments & innovations
• Description of Raw materials & manufacturing processes
• Strategic recommendations
• company profiles of leading companies
This report can be useful to Industry consultants, manufacturers and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.
Report Methodology
The information contained in this report is based upon both primary and secondary research. Primary research included interviews with various channel partners of Detergent market. Secondary research included an exhaustive search of relevant publications like company annual reports, financial reports and proprietary databases.
Please get in touch with our sales team in order to find out more.
Content
Table of contents
1.Executive Summary
2.Global Laundry Care Market Outlook
3.India Laundry Care Market Outlook
3.1.Market Size By Value
3.2.Market Share
3.2.1.By Company
3.2.2.By Brand
3.2.3.By Category
3.2.4.By Sales Channel
3.2.5.By Demographics
4.India Detergent Market Outlook
4.1.Market Size By Value
4.1.1.Overall Market
4.1.2.Powder Detergent Market
4.1.3.Bar Detergent Market
4.1.4.Liquid Detergent Market
4.2.Market Share
4.2.1.By Region
4.2.2.By Product Type
4.2.3.By Sales Channel
4.2.4.By Demographics
4.3.India Organized Detergent Market Outlook
4.3.1.Market Size By Value
4.3.2.Market Share
4.4.India Unorganized Detergent Market Outlook
5.Product, Price and Variant Analysis
5.1.Powder Detergent
5.2.Bar Detergent
5.3.Liquid Detergent
6.India Economic Snapshot
7.Raw Material
8.Manufacturing Process
9.Channel Partner Analysis
10.India Laundry Care Market Dynamics
10.1.Key Drivers
10.2.Key Challenges
11.Competitive Landscape
11.1.Porters Five Forces
11.2.Company Profiles
11.2.1.Hindustan Unilever Limited
11.2.2.Procter & Gamble Home Products Ltd.
11.2.3.Rohit Surfactants Private Limited
11.2.4.Nirma Limited
11.2.5.Jyothy Laboratories Limited
12.Strategic Recommendations
13.Disclaimer
List of Figures
Figure 1 Global Laundry Care Market Size – By Value 2014-2019(USD Billion)
Figure 2 Global Laundry Care Market Size Forecast – By Value 2020F-2025F (USD Billion)
Figure 3 India Laundry Care Market Size- By value 2014-2019 (INR Crore)
Figure 4 :India Laundry Care Market Size Forecast – By Value 2020F-2025F (INR Crore)
Figure 5: India Laundry Care Market Share – By Company 2018-19
Figure 6: India Laundry Care Market Share – By Brand 2018-19
Figure 7: India Laundry Care Market Share – By Category 2018-19 & 2024-25F
Figure 8: India Laundry Care Market Share – By sales channel 2018-19
Figure 9: India Laundry Care Market Share – By demographics 2018-19
Figure 10 India Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 11 India Detergent Market Size Forecast – By Value 2020F-2025F (INR Crore)
Figure 12: India Powder Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 13: India Powder Detergent Market Size Forecast – By Value 2020F-2025F
Figure 14: India Bar Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 15: India Bar Detergent Market Size Forecast – By Value 2020F-2025F (INR Crore)
Figure 16: India Liquid Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 17: India Liquid Detergent Market Size Forecast – By Value 2020-2025F (INR Crore)
Figure 18: India Detergent Market Share – By Region 2018-19
Figure 19: India Detergent Market Share – By Product Type 2018-19
Figure 20: India Detergent Market Share – By sales channel 2018-19
Figure 21: India detergent Market Share – By demographics 2018-19
Figure 22: India Organized Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 23: India Organized Detergent Market Size Forecast – By Value 2020F-2025F
Figure 24: India Popular Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 25: India Popular Detergent Market Size Forecast – By Value 2020F-2025F
Figure 26: India Mid-range Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 27: India Mid-range Detergent Market Size Forecast – By Value 2020F-2025F
Figure 28: India Premium Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 29: India Premium Detergent Market Size Forecast – By Value 2020F-2025F
Figure 30: India Organized Detergent Market Share – By Company 2018-19
Figure 31: India Organized Detergent Market Share – By Brand 2018-19
Figure 32: India Organized Detergent Market Share – By Sub-Category 2018-19
Figure 33: India Unorganized Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 34: India Unorganized Detergent Market Size Forecast – By Value 2020F-2025F
Figure 35: Manufacturing Process of Detergents
Figure 36: Distribution Channel followed by Detergent Manufacturers in India
List of tables
Table 1: Product, Price and Variant Analysis of Powder Detergents in India (Price/1kg)
Table 2: Product, Price and Variant Analysis of Bar Detergents in India (Price/100gm)
Table 3: Product, Price and Variant Analysis of Liquid Detergents in India (Price/1 litre)
Table 4 India Economic Profile – 2015 to 2018
Table 5: Product Portfolio of Hindustan Unilever Limited in detergent market
Table-6: Key Facts of Hindustan Unilever Limited
Table 7: Product Portfolio of Procter & Gamble Home Products Ltd. in detergent market
Table 8: Key Facts of Procter & Gamble Home Products Ltd.
Table 9: Product Portfolio of Rohit Surfactants Private Limited in detergent market
Table 10: Key Facts of Rohit Surfactants Private Limited
Table 11: Product Portfolio of Nirma Limited in detergent market
Table 12: Key Facts of Nirma Limited
Table 13: Product Portfolio of Jyothy Laboratories Limited in detergent market
Table 14: Key Facts of Jyothy Laboratories Limited
The Indian detergent market is largely divided into two markets of organised and unorganised players. The main products sold here are the detergent bars, detergent powder & liquid detergent. The major proportion of Indian market lies in the rural area in which people are less aware of the brands, buys from general retails and are also highly price sensitive. Moreover, they can easily switch to another product if it is being offered at lower price. Hence, price competition is a major factor in Indian Detergent market. On the other side, urban people are educated and are aware of the trends, brands and fabric hygiene. Furthermore, they also purchase detergents from multibrand retails and e commerce. Hence, the premium detergent products such as washing machine powders and liquid detergents were developed targeting the urban audience.
The Indian Detergent market has always seen a substantial growth and is expected to reach INR 49067 crore with a compounded annual growth rate (CAGR) of more than 9%. The Surf brand of Hindustan Unilever Limited claims to be the first brand of the market but soon with the introduction of indigenous brands such as Nirma and Ghari, the global leader lost its shares in Indian market. The indigenous brands Nirma and Ghari pinched the empathy of Indian consumers and started making available detergent powder in Indian market. However, Nirma lost its share over the Ghari Detergent and the brand Ghari by Rohit Surfactants is currently leading the Indian Market with highest market share. The liquid detergent was brought by HUL in the year 2013 under the brand name of Surf Excel. Other price friendly brands such as Rin, Active Wheel, Tide, etc came into the market with their pricing strategies.
The detergents are made available to the end consumer through mainly three sales channels- General retail, Multi brand retail and online retails. The rural market have only general retails which restricts the people to have only one buying option. But the urban people enjoy various discounts and festive offers given by Multibrand and online retails. The major working chain in Indian multibrand retails re Big Bazaar, D mart, Bansal, etc. and e commerce such as Amazon, Flipkart, etc. offers variety of detergents in different size and packaging.
In order to gain consumer satisfaction, the brands campaign their products for trials and attract consumers by catchy taglines such as "pehle istamaal karein fir vihwas karein" by Ghari detergent, "sabki pasand Nirma" by Nirma, "kyun? chaunk gaye?"by Tide and detergent brand Surf Excel's "Daag ache hain. Brand representives also visit various houses and demonstrate their product claiming to give the ultimate wash satisfaction. They also offers free trial pouches attached with other products to let people test for first time.
The prominent players in the Indian detergent market are Rohit surfactants, Hindustan Unilever Limited, Procter & Gamble, Jyothty Laboratories and Nirma Limited.
Covered in the report:
• Global Laundry care market
• India Laundry care market
• India Detergent market
• Market trends & developments
• Key facts about the leading market players
How it will help solving your strategic decision making process?
The report provides an in-depth knowledge of the India Laundry Care market scenario:
• Global laundry care market scenario (Historical & forecast)
• India laundry care market scenario (Historical & forecast)
• India laundry care market size (Historical & forecast)
• India laundry care market share ( by company, brand, category, demographics, sales channel)
• India detergent market scenario (Historical & forecast)
• India detergent market size (Historical & forecast- powder, bar & liquid detergent)
• India detergent market share (by region, product type, demographics & sales channel )
• India organised detergent market scenario (Historical & forecast)
• India organised detergent market size (Historical & forecast- popular, mid range & premium)
• India organized detergent market share (company ,brand, sub category)
• India unorganised detergent market
• Product price variant analysis
• Recent developments & innovations
• Description of Raw materials & manufacturing processes
• Strategic recommendations
• company profiles of leading companies
This report can be useful to Industry consultants, manufacturers and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.
Report Methodology
The information contained in this report is based upon both primary and secondary research. Primary research included interviews with various channel partners of Detergent market. Secondary research included an exhaustive search of relevant publications like company annual reports, financial reports and proprietary databases.
Please get in touch with our sales team in order to find out more.
1.Executive Summary
2.Global Laundry Care Market Outlook
3.India Laundry Care Market Outlook
3.1.Market Size By Value
3.2.Market Share
3.2.1.By Company
3.2.2.By Brand
3.2.3.By Category
3.2.4.By Sales Channel
3.2.5.By Demographics
4.India Detergent Market Outlook
4.1.Market Size By Value
4.1.1.Overall Market
4.1.2.Powder Detergent Market
4.1.3.Bar Detergent Market
4.1.4.Liquid Detergent Market
4.2.Market Share
4.2.1.By Region
4.2.2.By Product Type
4.2.3.By Sales Channel
4.2.4.By Demographics
4.3.India Organized Detergent Market Outlook
4.3.1.Market Size By Value
4.3.2.Market Share
4.4.India Unorganized Detergent Market Outlook
5.Product, Price and Variant Analysis
5.1.Powder Detergent
5.2.Bar Detergent
5.3.Liquid Detergent
6.India Economic Snapshot
7.Raw Material
8.Manufacturing Process
9.Channel Partner Analysis
10.India Laundry Care Market Dynamics
10.1.Key Drivers
10.2.Key Challenges
11.Competitive Landscape
11.1.Porters Five Forces
11.2.Company Profiles
11.2.1.Hindustan Unilever Limited
11.2.2.Procter & Gamble Home Products Ltd.
11.2.3.Rohit Surfactants Private Limited
11.2.4.Nirma Limited
11.2.5.Jyothy Laboratories Limited
12.Strategic Recommendations
13.Disclaimer
List of Figures
Figure 1 Global Laundry Care Market Size – By Value 2014-2019(USD Billion)
Figure 2 Global Laundry Care Market Size Forecast – By Value 2020F-2025F (USD Billion)
Figure 3 India Laundry Care Market Size- By value 2014-2019 (INR Crore)
Figure 4 :India Laundry Care Market Size Forecast – By Value 2020F-2025F (INR Crore)
Figure 5: India Laundry Care Market Share – By Company 2018-19
Figure 6: India Laundry Care Market Share – By Brand 2018-19
Figure 7: India Laundry Care Market Share – By Category 2018-19 & 2024-25F
Figure 8: India Laundry Care Market Share – By sales channel 2018-19
Figure 9: India Laundry Care Market Share – By demographics 2018-19
Figure 10 India Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 11 India Detergent Market Size Forecast – By Value 2020F-2025F (INR Crore)
Figure 12: India Powder Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 13: India Powder Detergent Market Size Forecast – By Value 2020F-2025F
Figure 14: India Bar Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 15: India Bar Detergent Market Size Forecast – By Value 2020F-2025F (INR Crore)
Figure 16: India Liquid Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 17: India Liquid Detergent Market Size Forecast – By Value 2020-2025F (INR Crore)
Figure 18: India Detergent Market Share – By Region 2018-19
Figure 19: India Detergent Market Share – By Product Type 2018-19
Figure 20: India Detergent Market Share – By sales channel 2018-19
Figure 21: India detergent Market Share – By demographics 2018-19
Figure 22: India Organized Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 23: India Organized Detergent Market Size Forecast – By Value 2020F-2025F
Figure 24: India Popular Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 25: India Popular Detergent Market Size Forecast – By Value 2020F-2025F
Figure 26: India Mid-range Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 27: India Mid-range Detergent Market Size Forecast – By Value 2020F-2025F
Figure 28: India Premium Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 29: India Premium Detergent Market Size Forecast – By Value 2020F-2025F
Figure 30: India Organized Detergent Market Share – By Company 2018-19
Figure 31: India Organized Detergent Market Share – By Brand 2018-19
Figure 32: India Organized Detergent Market Share – By Sub-Category 2018-19
Figure 33: India Unorganized Detergent Market Size – By Value 2014-2019 (INR Crore)
Figure 34: India Unorganized Detergent Market Size Forecast – By Value 2020F-2025F
Figure 35: Manufacturing Process of Detergents
Figure 36: Distribution Channel followed by Detergent Manufacturers in India
List of tables
Table 1: Product, Price and Variant Analysis of Powder Detergents in India (Price/1kg)
Table 2: Product, Price and Variant Analysis of Bar Detergents in India (Price/100gm)
Table 3: Product, Price and Variant Analysis of Liquid Detergents in India (Price/1 litre)
Table 4 India Economic Profile – 2015 to 2018
Table 5: Product Portfolio of Hindustan Unilever Limited in detergent market
Table-6: Key Facts of Hindustan Unilever Limited
Table 7: Product Portfolio of Procter & Gamble Home Products Ltd. in detergent market
Table 8: Key Facts of Procter & Gamble Home Products Ltd.
Table 9: Product Portfolio of Rohit Surfactants Private Limited in detergent market
Table 10: Key Facts of Rohit Surfactants Private Limited
Table 11: Product Portfolio of Nirma Limited in detergent market
Table 12: Key Facts of Nirma Limited
Table 13: Product Portfolio of Jyothy Laboratories Limited in detergent market
Table 14: Key Facts of Jyothy Laboratories Limited
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