India Toilet Cleaning Outlook, 2027-28

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 ), 2027-28 provides a 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 a toilet in their homes especially in rural areas still use phenyl, bleaching powders, detergents, and acids as toilet cleaning purposes but there has been a lot of emergence of new products that have eased the toilet cleaning works. Toilet cleaners have a range of products such as toilet cleaning powder, gel, liquid, wipes, stripes, in-cistern devices and rim blocks. Initiatives by the government such as have helped the consumers especially in the rural areas to understand the value of sanitation which has been a big factor as the companies have started to target the untapped rural market of the country. This report gives an in-depth insight into 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 include drainers, tablets, wipes, powders, and sprays. The market has shown substantial growth and has crossed the mark of INR 2300 crore in with a strong CAGR of above 19%. The market saw a sudden surge of growth in sales since October 2014 when the sanitation program 'Swachh Bharat Mission-Gramin 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 user. These segments of the toilet cleaning market have shown rapid growth in the last couple of years especially in urban areas where the houses have the large presence of western-style toilets. Sales channel plays a role in the distribution of the products as the liquid cleaners are widely present in the multi-brand as well as the general retail stores whereas 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 a hand full of prominent players contributing to 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
• Base Year: FY 2021-22
• Estimated Year: FY 2022-23
• Forecast Year: FY 2027-28

Aspects covered in the report

• India toilet cleaning market, with analyzed 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)

The 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 ), 2027-28 are obtained from complete analysis through secondary and primary research. Secondary research includes the information obtained from third-party sources, various press releases, government-generated reports, data from government databases, company annual reports and listing down the major companies present into the market. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with 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 analyzed and forecasted for the future years.

Intended audience

This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to the 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.