India Detergent Market Overview, 2022-28

Detergent market is one of the segments of the FMCG market in India that is in maturity stage and still has high growth potential. Although, the detergent consumption in India is less in comparison to the other Asian countries, it is growing vigorously. The per capita detergent consumption in India is around 2.7 kg per year, whereas places like Philippines and Malaysia, the per capita consumption is 3.7 kg, and in USA it is around 10kg. The detergent sector, with its increasing ability to influence consumers through advertisements, is rapidly expanding its market. Due to the increase in population, higher urbanization, spread of education and rising levels of income and consumption, the overall growth of the detergent market has been in double digits from last several years. The detergent market is mainly concentrated in the urban areas but the level of penetration in the rural areas for the past few years has been astonishing.

According to “India Detergent Market Overview, 2022-28”, the overall market for detergent is growing with a CAGR of around 10% from last five years. Detergents are available in three forms namely powder detergent, bar detergent and liquid detergent. Powder detergents are widely accepted by Indian consumers and dominate the industry. Even though detergent bars are still used in rural areas, they are fast disappearing from the market because of ineffectiveness. Liquid detergent is a new category in the Indian market and was created by Hindustan Unilever in 2013 with the launch of country’s first liquid detergent. It has been two years for the launch of this liquid detergent under Surf Excel brand but still no other rival company has come up with liquid detergent. HUL’s intent is to move and create a liquid segment for the future, supporting its premiumization strategy. Although powder detergents are most commonly used because of their stability, eco-feasibility and long lasting properties, liquid detergents will see robust growth in the forecast period.

The detergent industry in India is mostly captured by organized players but unorganized regional players have significant hold in the rural areas. HUL, Rohit Surfactants, P&G, Nirma and Jyothy Laboratories are the major players in the organized market. They have mass brands like Ghari, Surf Excel, Active Wheel, Rin, Tide, Nirma, Ariel, Mr. White and Henko in their product portfolio. On the basis of pricing, organized detergent market can be further divided into three categories such as mass (economy), mid-range and premium. Popular category consists of brands like Ghari, Nirma and Wheel; mid-range category consists of Tide, Rin and Mr.White; and premium category includes Surf Excel, Henko and Ariel. Hindustan Unilever dominates the high priced premium and mid-range category whereas Ghari dominates the low priced popular category.

Product Types
• Powder Detergent
• Bar Detergent
• Liquid Detergent

Key Categories Covered
• Mass
• Mid-range
• Premium

“India Detergent Market Overview, 2022-28” discusses the following aspects of detergents in India:
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The report gives an in-depth understanding of detergents in India:
- India Detergent Market Size & Forecast
- India Powder Detergent Market Size & Forecast
- India Bar Detergent Market Size & Forecast
- India Liquid Detergent Market Size & Forecast
- Detergent Segmental Analysis: By Region, By Product Type
- India Organized Detergent Market Size & Forecast
- India Mass Detergent Market Size & Forecast
- India Mid-range Detergent Market Size & Forecast
- India Premium Detergent Market Size & Forecast
- Organized Detergent Segmental Analysis: By Company, By Brand, By Category
- India Unorganized Detergent Market Size & Forecast
- To anticipate the market size in 2027-28 and the growth rate by then
- Product, Price and Variant Analysis of Powder, Bar and Liquid Detergent
- The key vendors in this market space
- Competitive Landscape & Strategic Recommendations

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 detergent channel partners in India. Secondary research included an exhaustive search of relevant publications like company annual reports, financial reports and proprietary databases.