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Premium brands to elevate India?€™s laundry care market to INR 67,853 crore by 2027-28: Bonafide Research
Laundry care - one of the most inevitable household chores. In fact, a famous native proverb "clothes make the man" defines the importance of laundry. The clothes we wear define our personality, and wearing clean clothes can sparkle the glance that we meet. Hence, humans have always seen laundry care as an important part of their daily lifestyle. The developing textile markets with a varying range of fabrics have altered the standard of living of the countrymen. This has also brought the consciousness of fabric hygiene and care. Whilst the world may see laundry care with the eyes of drudgery, the Indians have a holistic perception, especially for the home masters or housewives. Most of the daily chores are conducted by housewives, and laundry is one of the inevitable ones. The neat and clean clothes always reflect their efficacy. Traditionally, Indians used to clean clothes with natural solutions such as lemon and salt & boiled reetha (Indian soapberry-Sapindus mukorossi), but they were only proven on limited fabric such as khaadi (hand-quilted cotton) or muslin. But with swaying time, detergents came into the market, which was proven for their efficient cleaning.
As per the statistics of the report "India Laundry Care Market Outlook, 2027-28," published by Bonafide Research, the overall Indian Laundry Care Market is expected to grow to more than INR 67,000 Crore by the year 2027-28, registering a compounded annual growth rate (CAGR) of more than 9%. Initially, detergent bars were used, and still, they have a prominent place in rural India. Soon, powder detergents were developed, which were reliable and easy to use. The Surf brand of HUL claims to be the first one to enter the Indian detergent market, but soon, it lost its popularity over the indigenous brand Nirma, which provided detergent as low as Rs. 3 per Kg! Another Indian brand, Ghari by Rohit Surfactants, entered the market and is still ruling the detergent market. The first liquid detergent was introduced by Surf Excel in 2013 in the Indian laundry care market, and since then, it has been gaining popularity in urban markets. Fabric care Market consists of fabric whiteners/blue and fabric conditioner/softeners. The white clothes were blued with indigo plant powder to remove the yellowish tint, which acted as fabric whiteners. The very first brand, Robin Blue, dominated the market for years but soon lost its popularity to the Indian brand Ujala. Fabric conditioners were developed targeting the urban markets, and since then, brands such as Ezee, Vanish, and Genteel have been the leading ones.
Laundry care being a necessity, the market will see substantial growth. Detergent bars will be reduced in urban markets, and liquid detergents will see nascent growth. Still, the brands need to bring awareness about the fabric conditioners." The laundry care market is segmented based on product type, application, and sales channel. The primary product segments include detergent bars, detergent powders, liquid detergents, fabric whiteners, and fabric conditioners. While detergent bars remain popular in rural markets due to their affordability, detergent powders are widely used across both urban and rural areas. Liquid detergents, although relatively new, are growing in popularity, particularly in metro cities, due to their convenience in washing machines. Fabric whiteners continue to cater to households that prefer brightened white clothes, while fabric conditioners are slowly gaining traction among premium customers who seek better fabric care. The market is also segmented based on sales channels, including traditional kirana stores, supermarkets/hypermarkets, and online platforms. Kirana stores dominate in rural areas, while urban consumers increasingly prefer supermarkets for their variety of choices. E-commerce platforms are also growing rapidly, allowing consumers to purchase premium laundry care products conveniently. Subscription-based models and bundle discounts on online platforms have further boosted digital sales, making it a promising segment for future expansion.
With new advancements, the laundry care market flourished with innovative products such as dryer sheets, woolen balls, conditioner balls, and multi-functional detergents. These products are safe, reliable, and easy to use. Moreover, brands also infuse anti-bacterial chemicals and herbals to increase the efficiency of the products. All these have brought customer satisfaction and faith to the brands. Furthermore, the brands have adopted the concept of 'premiumisation' by letting their customers switch to their premium products. Hindustan Unilever Limited has recently launched a new detergent brand, 'Love and Care,' as a part of their premium splash. The Love and Care detergent was developed for wash-sensitive clothes such as silk, chiffon, and brocades. The Godrej brand Ezee has developed its product for all-year-round usage. Brands such as Ariel and Surf Excel have also developed detergents compatible with washing machines. All these efforts have attracted customers to switch their old products with new premium ones.
As per the statistics of the report "India Laundry Care Market Outlook, 2027-28," published by Bonafide Research, the overall Indian Laundry Care Market is expected to grow to more than INR 67,000 Crore by the year 2027-28, registering a compounded annual growth rate (CAGR) of more than 9%. Initially, detergent bars were used, and still, they have a prominent place in rural India. Soon, powder detergents were developed, which were reliable and easy to use. The Surf brand of HUL claims to be the first one to enter the Indian detergent market, but soon, it lost its popularity over the indigenous brand Nirma, which provided detergent as low as Rs. 3 per Kg! Another Indian brand, Ghari by Rohit Surfactants, entered the market and is still ruling the detergent market. The first liquid detergent was introduced by Surf Excel in 2013 in the Indian laundry care market, and since then, it has been gaining popularity in urban markets. Fabric care Market consists of fabric whiteners/blue and fabric conditioner/softeners. The white clothes were blued with indigo plant powder to remove the yellowish tint, which acted as fabric whiteners. The very first brand, Robin Blue, dominated the market for years but soon lost its popularity to the Indian brand Ujala. Fabric conditioners were developed targeting the urban markets, and since then, brands such as Ezee, Vanish, and Genteel have been the leading ones.
Laundry care being a necessity, the market will see substantial growth. Detergent bars will be reduced in urban markets, and liquid detergents will see nascent growth. Still, the brands need to bring awareness about the fabric conditioners." The laundry care market is segmented based on product type, application, and sales channel. The primary product segments include detergent bars, detergent powders, liquid detergents, fabric whiteners, and fabric conditioners. While detergent bars remain popular in rural markets due to their affordability, detergent powders are widely used across both urban and rural areas. Liquid detergents, although relatively new, are growing in popularity, particularly in metro cities, due to their convenience in washing machines. Fabric whiteners continue to cater to households that prefer brightened white clothes, while fabric conditioners are slowly gaining traction among premium customers who seek better fabric care. The market is also segmented based on sales channels, including traditional kirana stores, supermarkets/hypermarkets, and online platforms. Kirana stores dominate in rural areas, while urban consumers increasingly prefer supermarkets for their variety of choices. E-commerce platforms are also growing rapidly, allowing consumers to purchase premium laundry care products conveniently. Subscription-based models and bundle discounts on online platforms have further boosted digital sales, making it a promising segment for future expansion.
With new advancements, the laundry care market flourished with innovative products such as dryer sheets, woolen balls, conditioner balls, and multi-functional detergents. These products are safe, reliable, and easy to use. Moreover, brands also infuse anti-bacterial chemicals and herbals to increase the efficiency of the products. All these have brought customer satisfaction and faith to the brands. Furthermore, the brands have adopted the concept of 'premiumisation' by letting their customers switch to their premium products. Hindustan Unilever Limited has recently launched a new detergent brand, 'Love and Care,' as a part of their premium splash. The Love and Care detergent was developed for wash-sensitive clothes such as silk, chiffon, and brocades. The Godrej brand Ezee has developed its product for all-year-round usage. Brands such as Ariel and Surf Excel have also developed detergents compatible with washing machines. All these efforts have attracted customers to switch their old products with new premium ones.
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