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Personal care wipes have emerged as a crucial product in the Indian market, driven by the growing demand for convenience, hygiene, and portability. Over the years, personal care wipes have evolved from simple cleansing cloths to multi-functional products designed for various needs, including facial wipes, baby wipes, makeup removers, and intimate care wipes. Their usage has expanded significantly, aided by urbanization, busy lifestyles, and an increased awareness of personal hygiene, making them an essential item in households, beauty routines, and travel kits.Historically, the concept of wipes dates back to the early 20th century when disposable wet towels were introduced in Western markets. However, the real breakthrough came in the 1980s when large brands introduced moist towelettes as a convenient way to cleanse skin and hands. In India, the idea of personal care wipes gained traction during the 2000s, especially with the rise of modern retail, increased disposable incomes, and the growing middle class. Over time, brands tailored their offerings to meet the unique needs of the Indian population, such as wipes infused with natural ingredients like aloe vera, rose, and neem, which resonate well with local preferences. The demand for personal care wipes in India is not confined to just urban areas. With the rise of e-commerce, these products have penetrated tier 2 and tier 3 cities, where disposable products are becoming essential due to the rapid shift towards modern living standards. The COVID-19 pandemic further amplified the demand for hygiene-related products, including personal care wipes, as individuals became more conscious about cleanliness and preventing the spread of infections. This shift in consumer behavior has created a sustainable demand, not just for wipes, but for a range of hygiene products in general.
According to the research report, "India personal care wipes Market Overview, 2030," published by Bonafide Research, the India persona care wipes market is anticipated to grow at more than 7.02% CAGR from 2025 to 2030. Rural market penetration is significant growth opportunity in the Indian personal care wipes market. While urban markets have already witnessed significant growth in demand for wipes, rural areas are increasingly becoming a focal point for expansion. Rural consumers are becoming more aware of personal hygiene and grooming, spurred by rising income levels and improved access to retail channels. Wipes are seen as an easy-to-use solution, especially in areas where water scarcity can be a barrier to regular washing. Expanding distribution networks and introducing affordable, value-oriented personal care wipes tailored to the needs of rural consumers could unlock a substantial market potential. Eco-friendly wipes are also gaining traction as sustainability becomes a key concern for Indian consumers. The growing awareness of environmental issues has driven demand for biodegradable, compostable, and recyclable personal care wipes. As the Indian government and various organizations push for stricter environmental regulations, there is an opportunity for manufacturers to meet this demand by developing eco-friendly alternatives. Brands that can provide such products are likely to benefit from increasing consumer preference for sustainable goods, especially among environmentally conscious younger generations. The personal care products market in India has witnessed significant growth, driven by the country's large and youthful population, evolving consumer preferences, and increasing disposable incomes. However, regional disparities exist in terms of market performance across different parts of Asia-Pacific (APAC), influenced by factors like purchasing power parity (PPP) and demographic trends. India, with its vast and growing middle class, shows a distinct market dynamic compared to other APAC countries. While wealthier nations like Japan and South Korea have well-established personal care sectors, India remains a more price-sensitive market, where value-based purchasing often drives consumer decisions, especially in lower-income regions. The country's burgeoning middle class and urbanization are significant drivers of growth in the premium product segment.
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The personal care wipes market in India has seen significant growth in recent years, driven by changing consumer lifestyles, increased hygiene awareness, and a growing preference for convenient, on-the-go products. The market is segmented into various categories, each catering to different consumer needs, with notable demand across segments such as baby wipes, hand and body wipes, facial and cosmetic wipes, flushable wipes, and others. The facial and cosmetic wipes segment has shown robust growth, driven by increasing awareness of skincare routines and a growing demand for quick, easy solutions for makeup removal and skin cleansing. Urban Indian consumers, particularly women, are becoming more conscious of their skincare, and wipes have emerged as a convenient option for maintaining facial hygiene. These wipes are formulated to cleanse, moisturize, and even remove makeup without the need for water. Brands like Garnier, Nivea, and Lakmé dominate this space, offering wipes infused with ingredients like, vitamin E, and rose water. As the beauty and skincare industry in India continues to evolve, the demand for specialized facial wipes such as those for sensitive skin, anti-aging, or anti-pollution purposes is expected to rise. Additionally, growing interest in natural and chemical-free ingredients has led to a surge in demand for organic facial wipes. Among the various segments of personal care wipes in the Indian market, baby wipes is the most leading segment. This is largely due to the country's growing young population, an increase in the number of working parents, and heightened awareness about hygiene and cleanliness for babies. Baby wipes have become an essential product for new parents, offering convenience and safety for cleaning babies' sensitive skin during diaper changes, post-feeding, and general clean-up.
The major distribution channels include online sales, supermarkets/hypermarkets, pharmacies, and specialty stores, each catering to unique consumer preferences and shopping behaviors. OnlineSale rise of e-commerce has significantly reshaped the distribution of personal care wipes in India. With increasing internet penetration, online platforms such as Amazon, Flipkart, Nykaa, and others have become key players in reaching a broad audience. Supermarkets and hypermarkets remain a staple for personal care wipe distribution, particularly in urban and semi-urban regions. Major retail chains like Big Bazaar, Reliance Fresh, and D-Mart dominate this segment, offering a range of personal care wipes that cater to both budget-conscious and premium customers. These outlets serve as one-stop shopping destinations, with consumers purchasing personal care wipes along with other household goods. In-store promotions, bulk discounts, and seasonal offers have contributed to making supermarkets and hypermarkets a convenient and competitive option. Prominent pharmacy chains such as Apollo Pharmacy and Med Plus offer a wide selection of personal care wipes alongside medical products, providing a trusted and health-conscious retail environment. Additionally, the growing focus on personal health and well-being has further bolstered the demand for wipes in pharmacies, particularly those that offer antibacterial and antiviral properties. Specialty stores are a rising channel for personal care wipes, catering to more niche consumer segments seeking premium, organic, and high-quality products. These stores, which include beauty-focused retailers like Sephora, Health & Glow, and Natural Stores, offer a curated selection of wipes designed for specific needs such as makeup removal, anti-aging, and eco-friendly options.
In the Indian personal care wipes market, packaging plays a pivotal role in meeting the varied consumer demands for convenience, affordability, and hygiene. The three primary packaging formats for personal care wipes are individual packs, travel packs, and bulk packs. The convenience of individual packs makes them a popular choice among urban consumers, especially professionals, students, and parents, who prefer easy-to-carry options for daily hygiene. The small, compact nature of individual packs allows them to be stored easily in bags, purses, or car compartments, providing consumers with hygiene solutions whenever needed. The travel-friendly nature of these packs makes them a favorite among frequent travelers, students, and busy professionals. In India, where domestic travel is widespread and vacations are common, travel packs are highly popular. They also provide a practical solution for consumers who do not want to carry full-sized products or those who are looking for wipes that can cater to both hygiene and skincare needs during short trips. As the demand for convenience and portability increases, especially among the millennial and Gen Z populations, the travel pack segment is likely to continue growing. bulk packs offer value for money, the key challenge lies in storage and maintaining the freshness of the wipes once the pack is opened. However, innovations such as resalable pouches or packaging with moisture-lock features are mitigating these concerns. Bulk packs are gaining popularity due to their cost-effectiveness, especially in the context of growing demand for hygiene products across households in India.
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Considered In the Report
• Historical year: 2019
• Base year: 2024
• Estimated year: 2025
• Forecasted year: 2030
By Product
• Baby Wipes
• Hand and Body Wipes
• Facial & cosmetic wipes
• Flushable wipes
• Others
By Distribution Channel
• Online Sales
• Supermarket/Hypermarket
• Pharmacy
• Specialty Stores
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The approach of the report:
We keep an eye on evolving markets and try to evaluate the potential of the products and services. If we find the market interesting, we start working on it and create the desired table of content, considering all aspects of the business. We start by creating separate questionnaires for C-level executives, national/regional sales personnel, company owners, dealers, distributors, and end-users. Once the questionnaires have been finalized, we start collecting the primary data (mostly through phone calls) and try to understand the market dynamics regionally or tier-wise. This process gives us in-depth details of the market, including all present companies, the top-performing products with reasons why they dominate; we get the details of new players and their innovative approaches; market trends; dynamics; and all the small details of the market. After the collection of primary inputs, we then cross-check the same with secondary sources that include associations, trade journals, annual reports, paid databases, newspapers, magazines, press releases, government sources, etc. From this, we get a rough estimate of the market and start checking existing product price variants, trade, production, raw material scenarios, policies and regulatory landscape, etc. Then, to finalize the market, we start collecting financials of each player present in the market, including limited, private limited, and LLPs. Moreover, we perform cross-industry and cross-region analysis of the product, and based on collected primary inputs and using statistical modeling, we start forecasting the market. We follow our forecasting algorithm, which is unique for each product but gives more weight age to primary inputs. At the same time, the content team starts preparing company profiles, market dynamics, market trends, five forces, PEST analysis, etc. Once the data is verified by the data expert, the team (primary team, content team, and data team) together crosscheck the segmentations, validate the market, and then the designing team starts plotting the graphs. Once the file is ready, the content team completes the report and makes sure that all the discussed points have been covered and provides their valuable inputs in the form of strategic recommendations for new as well as existing players. The QC team then checks the overall report that includes spell check, data verification, and makes the same dispatch ready and error-free.
Intended Audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the personal care wipes 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.
Table of Contents
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. Geography
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 Macro Economic Indicators
5. Market Dynamics
5.1. Market Drivers & Opportunities
5.2. Market Restraints & Challenges
5.3. Market Trends
5.3.1. XXXX
5.3.2. XXXX
5.3.3. XXXX
5.3.4. XXXX
5.3.5. XXXX
5.4. Covid-19 Effect
5.5. Supply chain Analysis
5.6. Policy & Regulatory Framework
5.7. Industry Experts Views
6. India Personal Care Wipes Market Overview
6.1. Market Size By Value
6.2. Market Size and Forecast, By Product
6.3. Market Size and Forecast, By Distribution Channel
6.4. Market Size and Forecast, By Packaging
6.5. Market Size and Forecast, By Nature
6.6. Market Size and Forecast, By Region
7. India Personal Care Wipes Market Segmentations
7.1. India Personal Care Wipes Market, By Product
7.1.1. India Personal Care Wipes Market Size, By Baby Wipes, 2019 -2030
7.1.2. India Personal Care Wipes Market Size, By Hand and Body Wipes , 2019 -2030
7.1.3. India Personal Care Wipes Market Size, By Facial & cosmetic wipes, 2019 -2030
7.1.4. India Personal Care Wipes Market Size, By Flushable wipes, 2019 -2030
7.1.5. India Personal Care Wipes Market Size, By Others, 2019 -2030
7.2. India Personal Care Wipes Market, By Distribution Channel
7.2.1. India Personal Care Wipes Market Size, By Online Sales, 2019 -2030
7.2.2. India Personal Care Wipes Market Size, By Supermarket/Hypermarket, 2019 -2030
7.2.3. India Personal Care Wipes Market Size, By Pharmacy, 2019 -2030
7.2.4. India Personal Care Wipes Market Size, By Specialty Stores, 2019 -2030
7.3. India Personal Care Wipes Market, By Packaging
7.3.1. India Personal Care Wipes Market Size, By Individual Packs, 2019 -2030
7.3.2. India Personal Care Wipes Market Size, By Travel Packs, 2019 -2030
7.3.3. India Personal Care Wipes Market Size, By Bulk Packs, 2019 -2030
7.4. India Personal Care Wipes Market, By Nature
7.4.1. India Personal Care Wipes Market Size, By Conventional, 2019 -2030
7.4.2. India Personal Care Wipes Market Size, By Organic, 2019 -2030
7.5. India Personal Care Wipes Market, By Region
7.5.1. India Personal Care Wipes Market Size, By North, 2019 -2030
7.5.2. India Personal Care Wipes Market Size, By East, 2019 -2030
7.5.3. India Personal Care Wipes Market Size, By West, 2019 -2030
7.5.4. India Personal Care Wipes Market Size, By South, 2019 -2030
8. India Personal Care Wipes Market Opportunity Assessment
8.1. By Product, 2025 to 2030
8.2. By Distribution Channel, 2025 to 2030
8.3. By Packaging, 2025 to 2030
8.4. By Nature, 2025 to 2030
8.5. By Region, 2025 to 2030
9. Competitive Landscape
9.1. Porter's Five Forces
9.2. Company Profile
9.2.1. Company 1
9.2.1.1. Company Snapshot
9.2.1.2. Company Overview
9.2.1.3. Financial Highlights
9.2.1.4. Geographic Insights
9.2.1.5. Business Segment & Performance
9.2.1.6. Product Portfolio
9.2.1.7. Key Executives
9.2.1.8. Strategic Moves & Developments
9.2.2. Company 2
9.2.3. Company 3
9.2.4. Company 4
9.2.5. Company 5
9.2.6. Company 6
9.2.7. Company 7
9.2.8. Company 8
10. Strategic Recommendations
11. Disclaimer
Table 1: Influencing Factors for Personal Care Wipes Market, 2024
Table 2: India Personal Care Wipes Market Size and Forecast, By Product (2019 to 2030F) (In USD Million)
Table 3: India Personal Care Wipes Market Size and Forecast, By Distribution Channel (2019 to 2030F) (In USD Million)
Table 4: India Personal Care Wipes Market Size and Forecast, By Packaging (2019 to 2030F) (In USD Million)
Table 5: India Personal Care Wipes Market Size and Forecast, By Nature (2019 to 2030F) (In USD Million)
Table 6: India Personal Care Wipes Market Size and Forecast, By Region (2019 to 2030F) (In USD Million)
Table 7: India Personal Care Wipes Market Size of Baby Wipes (2019 to 2030) in USD Million
Table 8: India Personal Care Wipes Market Size of Hand and Body Wipes (2019 to 2030) in USD Million
Table 9: India Personal Care Wipes Market Size of Facial & cosmetic wipes (2019 to 2030) in USD Million
Table 10: India Personal Care Wipes Market Size of Flushable wipes (2019 to 2030) in USD Million
Table 11: India Personal Care Wipes Market Size of Others (2019 to 2030) in USD Million
Table 12: India Personal Care Wipes Market Size of Online Sales (2019 to 2030) in USD Million
Table 13: India Personal Care Wipes Market Size of Supermarket/Hypermarket (2019 to 2030) in USD Million
Table 14: India Personal Care Wipes Market Size of Pharmacy (2019 to 2030) in USD Million
Table 15: India Personal Care Wipes Market Size of Specialty Stores (2019 to 2030) in USD Million
Table 16: India Personal Care Wipes Market Size of Individual Packs (2019 to 2030) in USD Million
Table 17: India Personal Care Wipes Market Size of Travel Packs (2019 to 2030) in USD Million
Table 18: India Personal Care Wipes Market Size of Bulk Packs (2019 to 2030) in USD Million
Table 19: India Personal Care Wipes Market Size of Conventional (2019 to 2030) in USD Million
Table 20: India Personal Care Wipes Market Size of Organic (2019 to 2030) in USD Million
Table 21: India Personal Care Wipes Market Size of North (2019 to 2030) in USD Million
Table 22: India Personal Care Wipes Market Size of East (2019 to 2030) in USD Million
Table 23: India Personal Care Wipes Market Size of West (2019 to 2030) in USD Million
Table 24: India Personal Care Wipes Market Size of South (2019 to 2030) in USD Million
Figure 1: India Personal Care Wipes Market Size By Value (2019 , 2024 & 2030F) (in USD Million)
Figure 2: Market Attractiveness Index, By Product
Figure 3: Market Attractiveness Index, By Distribution Channel
Figure 4: Market Attractiveness Index, By Packaging
Figure 5: Market Attractiveness Index, By Nature
Figure 6: Market Attractiveness Index, By Region
Figure 7: Porter's Five Forces of India Personal Care Wipes Market
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