India Detergent Market Overview, 2022-28

The detergent market is one of the segments of the FMCG market in India that is in maturity stage and still has high growth potential.

Featured Companies

  • 1. Hindustan Unilever Limited
  • 2. Jyothy Labs Limited
  • 3. Nirma Limited
  • 4. Procter & Gamble Home Products Private Limited
  • 5. Rohit Surfactants Private Limited
  • More...

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.

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Arun Kalwani

Arun Kalwani

Research Analyst

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Arun Kalwani

Companies Mentioned

  • Hindustan Unilever Limited
  • Jyothy Labs Limited
  • Nirma Limited
  • Procter & Gamble Home Products Private Limited
  • Rohit Surfactants Private Limited

Table of Contents

  • Table of Content
  • 1. Executive Summary
  • 2. Market Structure
  • 2.1. Market Considerate
  • 2.2. Assumptions
  • 2.3. Limitations
  • 2.4. Abbreviations
  • 2.5. Sources
  • 2.6. Definitions
  • 2.7. India Macro Economic Indicators
  • 2.8. Demographics Insight
  • 3. Research Methodology
  • 3.1. Secondary Research
  • 3.2. Primary Data Collection
  • 3.3. Market Formation & Validation
  • 3.4. Report Writing, Quality Check & Delivery
  • 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
  • 4.3. India Organized Detergent Market Outlook
  • 4.3.1. Market Size By Value
  • 4.3.1.1. Overall Market
  • 4.3.1.2. Mass Detergent Market
  • 4.3.1.3. Mid-range Detergent Market
  • 4.3.1.4. Premium Detergent Market
  • 4.3.2. Market Share
  • 4.3.2.1. By Company
  • 4.3.2.2. By Brand
  • 4.3.2.3. By Category
  • 4.4. India Unorganized Market Outlook
  • 5. Product Price & Variant Analysis
  • 5.1. Powder Detergent
  • 5.2. Bar Detergent
  • 5.3. Liquid Detergent
  • 6. Channel Partner Analysis
  • 7. Company Profiles
  • 7.1. Hindustan Unilever Limited
  • 7.2. Procter & Gamble Home Products Ltd.
  • 7.3. Rohit Surfactants Private Limited
  • 7.4. Nirma Limited
  • 7.5. Jyothy Laboratories Limited
  • 8. Strategic Recommendation’s
  • 9. Disclaimer

List of Table

Table 1: India Tier-wise Classification Of Cities
Table 2: India Region-wise Classification Of Cities
Table 3: India Powder Detergent Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Table 4: India Bar Detergent Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Table 5: India Liquid Detergent Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Table 6: India Mass Detergent Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Table 7: India Mid-range Detergent Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Table 8: India Premium Detergent Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Table 9: India Organized Detergent Market Share By Company (2021-22)
Table 10: India Detergent Market Share and Forecast By Brand (2016-17, 2021-22 & 2027-28F)
Table 11: Product, Price and Variant Analysis of Powder Detergents in India (Price/1kg)
Table 12: Product, Price and Variant Analysis of Bar Detergents in India (Price/100gm)
Table 13: Product, Price and Variant Analysis of Liquid Detergents in India (Price/1 litre)

List of Figures

Figure 1: India Population 2017-2021 (In Crore)
Figure 2: India Population Age Structure (EST. 2019)
Figure 3: India Urban VS Rural (Crore)
Figure 4: India Overall Detergent Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Figure 5: India Detergent Market Share By Region (2016-2017, 2021-22 & 2027-28F)
Figure 6: India Detergent Market Share By Product Type, (2016-17, 2021-22 & 2027-28F)
Figure 7: India Organized Detergent Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Figure 8: India Detergent Market Share By Sub-Category (2016-17, 2021-22 & 2027-28F)
Figure 9: India Unorganized Detergent Market Size By Value 2016-17 to 2027-28F (in INR Crore)
Figure 10: Porter's Five Forces of India Laundry Care Market

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India Detergent Market Overview, 2022-28

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