+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)


India Detergent Market Outlook, 2025

  • PDF Icon


  • 90 Pages
  • March 2020
  • Region: India
  • Bonafide Research
  • ID: 5009045
OFF until Sep 30th 2022
10% Free customization
1h Free Analyst Time
10% Free customization

This report comes with 10% free customization, enabling you to add data that meets your specific business needs.

1h Free Analyst Time

Speak directly to the analyst to clarify any post sales queries you may have.


  • Nirma Limited
10% Free customization

This report comes with 10% free customization, enabling you to add data that meets your specific business needs.

1h Free Analyst Time

Speak directly to the analyst to clarify any post sales queries you may have.

This report gives a synoptic analysis of the detergent market of 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 show the inefficacy of them. Hence, Indian wifey focuses more on choosing the best detergents for their family.

The Indian detergent market is largely divided into two markets of organized and unorganized players. The main products sold here are the detergent bars, detergent powder & liquid detergent. The major proportion of the Indian market lies in the rural area in which people are less aware of the brands, buys from general retails and is also highly price sensitive. Moreover, they can easily switch to another product if it is being offered at a lower price. Hence, price competition is a major factor in the 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 multi-brand 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 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 the Indian market. The indigenous brands Nirma and Ghari pinched the empathy of Indian consumers and started making available detergent powder in the 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 the 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 has 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 multi-brand retails re Big Bazaar, D mart, Bansal, etc. and e-commerce such as Amazon, Flipkart, etc. offers a variety of detergents in different size and packaging.

To gain consumer satisfaction, the brands campaign their products for trials and attract consumers by catchy taglines such as by Ghari detergent, by Nirma, by Tide and detergent brand Surf Excel. Brand representatives also visit various houses and demonstrate their product claiming to give the ultimate wash satisfaction. They also offer free trial pouches attached to other products to let people test for the 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 to solve 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 organized detergent market scenario (Historical & forecast)
  • India organized detergent market size (Historical & forecast - popular, mid-range & premium)
  • India organized detergent market share (company, brand, subcategory)
  • India unorganized 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 on both primary and secondary research. Primary research included interviews with various channel partners of the Detergent market. Secondary research included an exhaustive search of relevant publications like company annual reports, financial reports, and proprietary databases.


  • Nirma Limited

1.Executive Summary2.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 Snapshot7.Raw Material8.Manufacturing Process9.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 Recommendations13.Disclaimer

A selection of companies mentioned in this report includes:

  • Hindustan Unilever Limited
  • Procter & Gamble Home Products Ltd.
  • Rohit Surfactants Private Limited
  • Nirma Limited
  • Jyothy Laboratories Limited