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The India soap market size was approximately USD 3.77 billion in 2023. The market is projected to grow at a CAGR of 6.8% between 2024 and 2032.
Soap is a salt of fatty acids in the form of a solid shape that is used as a surfactant for washing, bathing, and cleansing. Soaps can be made from natural plant oils or acids derived from animal fat and they can kill microorganisms such as any bacteria during the cleaning process. Soap functions as a thickener in industrial settings, an element in the composition of lubricants, and as a precursor to catalysts. In addition, they are also used in industrial applications, for instance, in laundry and carpet cleaning and cleaning automobiles.
With the rampant spread of the COVID-19 virus in 2020, consumers exceedingly invested in disinfectant soaps, such as Dettol and Lifebuoy, thus, propelling the India soap market growth. For instance, according to the Economic Times report, dated July 2020, Dettol Soap, a well-known bathing soap with antibacterial properties, became the largest-selling soap brand in India, which was the direct fallout of the Covid-19 pandemic. This growth is expected to continue in the forecast period due to the increased risk of virus resurgence in the country. In addition, the rising health awareness and the growing consciousness regarding sanitation and hygiene, especially among the rural population, are anticipated to propel the market growth in the forecast period.
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Growing awareness regarding personal hygiene, demand for premium soaps; growing shift towards natural, sustainable, and ethically sourced products; and growth of the e-commerce sector are the major trends impacting the India soap market
Date | Company | Action | Product/Brand | Details |
Jun 2023 | Piramal Pharma Limited (CPD) | Product launch | Tetmosol Icy Cool | A new soap product offering cooling effect during summer. |
Dec 2023 | Karnataka Soaps and Detergents Ltd. (KSDL) | Expansion and product launch | Mysore Sandal Wave Turmeric, Mysore Sandal Wave Lime | Expanding reach in North India by launching soap products. |
Dec 2023 | Wipro Consumer Care and Lighting | Acquisition | Bacter Shield, Jo, Doy | Acquired soap brands to strengthen position in the India soap market. |
Jul 2023 | Wipro Consumer Care and Lighting | Partnership | Chandrika | Partnered with Laqshya Media Group to launch Ayurvedic soap in Maharashtra using innovative marketing approach. |
Trends | Impact |
Increasing awareness regarding personal hygiene and cleanliness | The increasing awareness regarding personal hygiene has been aiding the market, with increasing demand for soaps offering improved protection from germs and bacteria. |
Growing demand for premium soaps | Consumers are seeking luxury and premium soap with unique formulations, fragrances, skin benefits, and packaging, due to a rise in disposable income. |
Shift towards natural, sustainable, and ethically sourced products | Soaps prepared from natural ingredients, are cruelty-free, and feature biodegradable or recyclable packaging are gaining prominence among Indian customers. |
Rise of e-commerce | With the rise of online shopping, customers can now choose soaps from a diverse range of brands online, based on their preferences. |
One of the crucial trends in the India soap market is the rising popularity of eco-friendly soap as well as soap brands that follow ethical practices. Packaging made of ethically sourced papers, recycled papers, and recycled plastics, which is part of the circular economy and minimises environmental waste is gaining popularity. There is also a rising demand for cruelty-free soaps which does not partake in animal cruelty and promote animal welfare.
Moreover, brands are continuously focusing on product development and new launches to cater to the evolving demands of consumers. In June 2023, Piramal Pharma Limited's Consumer Products Division (CPD) launched Tetmosol Icy Cool, which claims to reduce the body temperature by 6 degrees Celsius and prevent skin conditions such as itching and rashes that are prevalent in summer. This doctor-recommended brand has enhanced its presence in India and is available in around 3.33 lakh chemist stores.
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“India Soap Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
Market Breakup | Categories |
Type | Organic, Conventional |
Form | Liquid, Solid, Others |
Product | Bath Soap, Kitchen Soap, Laundry Soap, Others |
Application | Household, Commercial |
Distribution Channel | Supermarkets and Hypermarkets, Convenience Stores, Speciality Stores, Pharmacies/Drug Stores, Online, Others |
Region | North India, East and Central Region, West Region, South Region |
Conventional soap holds the majority of the India soap market share due to its high accessibility and affordable pricing
Based on type, conventional soaps account for a major share of the India soap market due to its widespread availability across the country. It is available in almost all retail shops and online stores within an affordable price range, which enhances its appeal among customers. Moreover, it is available in a wide range of fragrances and formulations which is another crucial factor boosting the segment growth.
Meanwhile, the organic segment is predicted to grow considerably in the forecast period. This growth can be attributed to the increased preference for organic products among consumers. In addition, benefits associated with organic soaps, such as the use of natural elements and little to no use of chemicals are also significant factors contributing to the segment growth. In addition, increased demand for paraben-free soaps with skin-friendly and antibacterial properties is further aiding the India soap market growth.
Solid soaps maintain their dominance in the Indian market due to their high acceptance and long-lasting nature
On the basis of form, the solid segment is anticipated to occupy a substantial share of the India soap market. This can be attributed to the affordability of solid bar soaps compared to their liquid counterpart as well as sale strategies such as buy-3-get-1 offers, which attract consumers to go for bar soaps. Moreover, bar soaps last for a longer period of time compared to liquid soaps, offer an eco-efficient solution, and are packaged in environmentally friendly packaging such as paper, boosting its appeal in the Indian market.
Meanwhile, liquid soaps are steadily gaining prominence especially in terms of kitchen care products, wherein liquid soaps are proving to be a durable and mess-free option. They also serve as a hygienic option for soap sharing as they are available in pump bottles and dispensers, which require minimal direct contact.
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The market players are launching new products to meet evolving customer demands and are increasingly investing in product marketing and social media campaigns to create brand awareness
Company | Location | Industry | Specialities/Products |
Godrej Consumer Products Limited | Maharashtra, India | Consumer goods | Hair care, fabric care, home care, personal care, hygiene products |
Hindustan Unilever Limited | Maharashtra, India | Consumer goods | Beauty and well-being, nutrition, personal care, home care |
ITC Limited | West Bengal, India | Multi-business | FMCG, agribusiness, food, personal care, agricommodities, paperboards |
Himalaya Wellness Company | Bangalore, India | Wellness | Personal care, home care, baby care, nutrition, pharmaceuticals |
Other major players in the India soap market are Procter & Gamble Hygiene and Health Care, Wipro Enterprises (P) Ltd, Reckitt Benckiser (India) Pvt. Ltd., Jyothy Labs Limited, Patanjali Ayurved Limited, Cholayil Pvt. Ltd., Karnataka Soaps and Detergents Limited, Baldha Industries Private Limited, and Ivory Soap Works Ltd., among others.
REPORT FEATURES | DETAILS |
Base Year | 2023 |
Historical Period | 2018-2023 |
Forecast Period | 2024-2032 |
Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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Breakup by Type |
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Breakup by Form |
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Breakup by Product |
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Breakup by Application |
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Breakup by Distribution Channel |
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Breakup by Region |
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Market Dynamics |
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Trade Data Analysis |
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Competitive Landscape |
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Companies Covered |
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*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Market Snapshot
7 Opportunities and Challenges in the Market
8 Global Soap Market Overview
8.1 Key Industry Highlights
8.2 Global Soap Historical Market (2018-2023)
8.3 Global Soap Market Forecast (2024-2032)
8.4 Global Soap Market Share by Region
8.4.1 North America
8.4.2 Europe
8.4.3 Asia Pacific
8.4.4 Latin America
8.4.5 Middle East and Africa
9 India Soap Market Overview
9.1 Key Industry Highlights
9.2 India Soap Historical Market (2018-2023)
9.3 India Soap Market Forecast (2024-2032)
10 India Soap Market by Type
10.1 Organic
10.1.1 Historical Trend (2018-2023)
10.1.2 Forecast Trend (2024-2032)
10.2 Conventional
10.2.1 Historical Trend (2018-2023)
10.2.2 Forecast Trend (2024-2032)
11 India Soap Market by Form
11.1 Liquid
11.1.1 Historical Trend (2018-2023)
11.1.2 Forecast Trend (2024-2032)
11.2 Solid
11.2.1 Historical Trend (2018-2023)
11.2.2 Forecast Trend (2024-2032)
11.3 Others
12 India Soap Market by Product
12.1 Bath Soap
12.1.1 Historical Trend (2018-2023)
12.1.2 Forecast Trend (2024-2032)
12.2 Kitchen Soap
12.2.1 Historical Trend (2018-2023)
12.2.2 Forecast Trend (2024-2032)
12.3 Laundry Soap
12.3.1 Historical Trend (2018-2023)
12.3.2 Forecast Trend (2024-2032)
12.4 Others
13 India Soap Market by Application
13.1 Household
13.1.1 Historical Trend (2018-2023)
13.1.2 Forecast Trend (2024-2032)
13.2 Commercial
13.2.1 Historical Trend (2018-2023)
13.2.2 Forecast Trend (2024-2032)
14 India Soap Market by Distribution Channel
14.1 Supermarkets and Hypermarkets
14.1.1 Historical Trend (2018-2023)
14.1.2 Forecast Trend (2024-2032)
14.2 Convenience Stores
14.2.1 Historical Trend (2018-2023)
14.2.2 Forecast Trend (2024-2032)
14.3 Speciality Stores
14.3.1 Historical Trend (2018-2023)
14.3.2 Forecast Trend (2024-2032)
14.4 Pharmacies/Drug Stores
14.4.1 Historical Trend (2018-2023)
14.4.2 Forecast Trend (2024-2032)
14.5 Online
14.5.1 Historical Trend (2018-2023)
14.5.2 Forecast Trend (2024-2032)
14.6 Others
15 India Soap Market by Region
15.1 North India
15.1.1 Historical Trend (2018-2023)
15.1.2 Forecast Trend (2024-2032)
15.2 East and Central Region
15.2.1 Historical Trend (2018-2023)
15.2.2 Forecast Trend (2024-2032)
15.3 West Region
15.3.1 Historical Trend (2018-2023)
15.3.2 Forecast Trend (2024-2032)
15.4 South Region
15.4.1 Historical Trend (2018-2023)
15.4.2 Forecast Trend (2024-2032)
16 Market Dynamics
16.1 SWOT Analysis
16.1.1 Strengths
16.1.2 Weaknesses
16.1.3 Opportunities
16.1.4 Threats
16.2 Porter’s Five Forces Analysis
16.2.1 Supplier’s Power
16.2.2 Buyer’s Power
16.2.3 Threat of New Entrants
16.2.4 Degree of Rivalry
16.2.5 Threat of Substitutes
16.3 Key Indicators for Demand
16.4 Key Indicators for Price
17 Value Chain Analysis
18 Trade Data Analysis (HS Code - 3401)
18.1 Major Importing Countries
18.1.1 By Volume
18.1.2 By Value
18.2 Major Exporting Countries
18.2.1 By Volume
18.2.2 By Value
19 Price Analysis
20 Competitive Landscape
20.1 Market Structure
20.2 Company Profiles
20.2.1 Godrej Consumer Products Limited
20.2.1.1 Company Overview
20.2.1.2 Product Portfolio
20.2.1.3 Demographic Reach and Achievements
20.2.1.4 Certifications
20.2.2 Hindustan Unilever Limited
20.2.2.1 Company Overview
20.2.2.2 Product Portfolio
20.2.2.3 Demographic Reach and Achievements
20.2.2.4 Certifications
20.2.3 Procter & Gamble Hygiene and Health Care
20.2.3.1 Company Overview
20.2.3.2 Product Portfolio
20.2.3.3 Demographic Reach and Achievements
20.2.3.4 Certifications
20.2.4 ITC Limited
20.2.4.1 Company Overview
20.2.4.2 Product Portfolio
20.2.4.3 Demographic Reach and Achievements
20.2.4.4 Certifications
20.2.5 Himalaya Wellness Company
20.2.5.1 Company Overview
20.2.5.2 Product Portfolio
20.2.5.3 Demographic Reach and Achievements
20.2.5.4 Certifications
20.2.6 Wipro Enterprises (P) Ltd
20.2.6.1 Company Overview
20.2.6.2 Product Portfolio
20.2.6.3 Demographic Reach and Achievements
20.2.6.4 Certifications
20.2.7 Reckitt Benckiser (India) Pvt. Ltd.
20.2.7.1 Company Overview
20.2.7.2 Product Portfolio
20.2.7.3 Demographic Reach and Achievements
20.2.7.4 Certifications
20.2.8 Jyothy Labs Limited
20.2.8.1 Company Overview
20.2.8.2 Product Portfolio
20.2.8.3 Demographic Reach and Achievements
20.2.8.4 Certifications
20.2.9 Patanjali Ayurved Limited
20.2.9.1 Company Overview
20.2.9.2 Product Portfolio
20.2.9.3 Demographic Reach and Achievements
20.2.9.4 Certifications
20.2.10 Cholayil Pvt. Ltd.
20.2.10.1 Company Overview
20.2.10.2 Product Portfolio
20.2.10.3 Demographic Reach and Achievements
20.2.10.4 Certifications
20.2.11 Karnataka Soaps and Detergents Limited
20.2.11.1 Company Overview
20.2.11.2 Product Portfolio
20.2.11.3 Demographic Reach and Achievements
20.2.11.4 Certifications
20.2.12 Baldha Industries Private Limited
20.2.12.1 Company Overview
20.2.12.2 Product Portfolio
20.2.12.3 Demographic Reach and Achievements
20.2.12.4 Certifications
20.2.13 Ivory Soap Works Ltd.
20.2.13.1 Company Overview
20.2.13.2 Product Portfolio
20.2.13.3 Demographic Reach and Achievements
20.2.13.4 Certifications
20.2.14 Others
21 Key Trends and Developments in the Market
List of Key Figures and Tables
1. Global Soap Market: Key Industry Highlights, 2018 and 2032
2. India Soap Market: Key Industry Highlights, 2018 and 2032
3. India Soap Historical Market: Breakup by Type (USD Million), 2018-2023
4. India Soap Market Forecast: Breakup by Type (USD Million), 2024-2032
5. India Soap Historical Market: Breakup by Form (USD Million), 2018-2023
6. India Soap Market Forecast: Breakup by Form (USD Million), 2024-2032
7. India Soap Historical Market: Breakup by Product (USD Million), 2018-2023
8. India Soap Market Forecast: Breakup by Product (USD Million), 2024-2032
9. India Soap Historical Market: Breakup by Application (USD Million), 2018-2023
10. India Soap Market Forecast: Breakup by Application (USD Million), 2024-2032
11. India Soap Historical Market: Breakup by Distribution Channel (USD Million), 2018-2023
12. India Soap Market Forecast: Breakup by Distribution Channel (USD Million), 2024-2032
13. India Soap Historical Market: Breakup by Region (USD Million), 2018-2023
14. India Soap Market Forecast: Breakup by Region (USD Million), 2024-2032
15. Major Importing Countries by Volume
16. Major Exporting Countries by Volume
17. Major Importing Countries by Value
18. Major Exporting Countries by Value
19. India Soap Market Structure
In 2023, the India soap market attained a value of nearly USD 3.77 billion.
The market is projected to grow at a CAGR of 6.8% between 2024 and 2032.
The major drivers of the market, such as the increased demand for bar soaps, rising penetration of hygiene products in rural areas, increased demand for handwash and disinfectants in 2020, heightened demand for organic soaps, and the increasing investments in the R&D of soap manufacturing by the leading manufacturers, are expected to aid the market growth.
The key market trends guiding the growth of the market include the increased awareness pertaining to health and hygiene and the new product launches by the manufacturers.
The major regions in the market are North India, South India, West India, and East and Central India.
The significant soap types available in the market include organic and conventional.
The different forms of soap considered within the market report are liquid and solid, among others.
The significant products available in the market include bath soap, kitchen soap, and laundry soap, among others.
The major applications of the market are household and commercial.
The significant distribution channels of soap include supermarkets and hypermarkets, convenience stores, speciality stores, pharmacies/drug stores, and online, among others.
The major players in the market are Godrej Consumer Products Limited, Hindustan Unilever Limited, Procter & Gamble Hygiene and Health Care, ITC Limited, Himalaya Wellness Company, Wipro Enterprises (P) Ltd, Reckitt Benckiser (India) Pvt. Ltd., Jyothy Labs Limited, Patanjali Ayurved Limited, Cholayil Pvt. Ltd., Karnataka Soaps and Detergents Limited, Baldha Industries Private Limited, and Ivory Soap Works Ltd., among others.
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