Fast-Paced and Luxurious Lifestyles to Propel Demand for Wipes in India

Improving standard of living, rising awareness towards health and hygiene, a growing young population with busy schedules, and increasing exposure to Western culture are the primary growth drivers for the wipes market in India. The Indian wipes market is mainly segmented into two categories: wet wipes and dry wipes. All types of wipes, such as baby wipes, facial wipes, and medical wipes, are available in both wet and dry forms. However, wet wipes are significantly more popular than dry wipes among users. Additionally, wipes can be classified based on their usage into personal care wipes and home care wipes. Personal care wipes include baby wipes, facial wipes, feminine wipes, hand sanitization wipes, intimate wipes, and cosmetic wipes, while home care wipes consist of kitchen wipes, glass surface cleaning wipes, automotive wipes, and bathroom wipes. Among these, baby wipes generate the highest revenue in the personal care segment, while facial wipes, cosmetic wipes, and feminine wipes are relatively new categories in India. The home care wipes segment has negligible penetration, as Indian consumers still rely on traditional cloth-based mops, and the category has only a few players.

The demand for wipes is primarily driven by urban consumers, who are shifting towards modern hygiene practices. Increasing modernization, rising disposable incomes, and the growing influence of Western culture have significantly impacted consumer behavior in India. Moreover, the expanding young population, especially working professionals with hectic schedules, has become a key consumer base for wipes due to their convenience and ease of use. Working women, in particular, have gradually started using facial wipes, cosmetic wipes, and feminine wipes in urban India.

Despite its potential, the wipes market in India is still at a nascent stage, with low consumption and penetration levels. The availability of substitute products, such as cloth napkins and pocket handkerchiefs, remains a major hindrance to the demand for wipes. Additionally, many consumers prefer using soap and water when available, limiting the frequent use of wipes. Price-sensitive buyers often opt for private-label brands or unorganized market products, restricting the growth of branded wipes in India.

According to the recently published report by Bonafide Research, “India Tissues & Wipes Market Outlook, 2027-28,” India has witnessed increasing adoption of various wipe products in recent years. The market is expected to grow at a CAGR of more than 21% during the forecast period. The wipes industry has immense growth potential, as manufacturers continue to introduce new variants with innovative functionalities to meet consumer demand. Furthermore, expanding manufacturing activities and advancements in healthcare practices will drive growth, as wipes provide better protection against cross-contamination compared to traditional cloth or paper products. The rise of modern retail chains and e-commerce platforms is also expected to boost sales, as consumers increasingly purchase wipes from these channels due to their convenience and availability of multiple brands in one place.

With current low consumption and penetration levels, the wipes market is poised for significant expansion, driven by the growing beauty, cosmetics, and healthcare segments, reflecting consumers' shift towards a more lavish lifestyle. Major companies operating in the Indian wipes market include Ginni Filaments Limited, Future Consumer Enterprises Limited, Johnson & Johnson Pvt. Ltd., Pigeon India Pvt. Ltd., The Himalaya Drug Company, and Unicharm India Private Limited.