India Bath & Shower Products Market Report: Trends, Growth and Forecast (2025-2030)
By Product (Bath Soaps, Body Wash/Shower Gels, Bath Additives, Body Powder, Hand Sanitisers, Intimate Hygiene), By Product Form (Solid, Gels & Jellies, Liquid, Powder), By Ingredient (Conventional/Synthetic, Natural/Organic), By Price Point (Premium, Mass), By End User (Women, Men, Kids/Children), By Sales Channel (Online, Offline)
- FMCG
- Nov 2025
- VI0053
- 125
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India Bath & Shower Products Market Statistics, 2025
- Market Size Statistics
- Bath & Shower Products in India is estimated at $ 3.97 Billion.
- The market size is expected to grow to $ 4.08 Billion by 2030.
- Market to register a CAGR of around 0.46% during 2025-30.
- Product Shares
- Bath Soaps grabbed market share of 85%.
- Competition
- More than 20 companies are actively engaged in producing Bath & Shower Products in India.
- Top 5 companies acquired 70% of the market share.
- Patanjali Ayurved Ltd, Karnataka Soaps & Detergents Ltd, Nivea India Pvt Ltd, Hindustan Unilever Ltd, Godrej Consumer Products Pvt Ltd etc., are few of the top companies.
India Bath & Shower Products Market Outlook
India bath and shower market grew in mid-single digits in 2023, led primarily by strong demand for body wash/shower gel and intimate washes. These subsegments picked up on the back of improving awareness of personal hygiene and increased off-take towards skin-friendly and easy-to-use formats among young consumers. Intimate hygiene products grew quicker as the category is still relatively young. The shower gel/body wash segment kept developing, with the help of advancements in formulations and marketing by new as well as established players.
One of the key trends influencing the market is the greater inclusion of skin care benefits in bath and shower products. Consumers no longer just want to clean—now they demand hydration, exfoliation, and moisturizing. Vitamins like vitamin C, hyaluronic acid, and plant extracts are increasingly used, an indicator of the general trend of "skinification." This has confused the boundary between conventional personal care and skin care, forcing companies to be creative and provide multi-functional solutions in daily hygiene practices.
Hindustan Unilever is still the market leader, with deep brand recall from Lifebuoy, Dove, and Pond's. These brands keep refreshing their portfolios and participating in health-oriented programs, building brand loyalty and consumer knowledge. Concurrently, digital marketing and campaigns led by influencers on channels such as Instagram and YouTube are allowing newer companies to reach out to younger consumers, particularly in rapidly growing categories such as body wash and intimate care.
In the future, although Bath Soaps will experience steady but moderate growth, body wash/shower gel will lead market growth. The increase in quality D2C brands like Plum, mCaffeine, and The Derma Co, combined with increasing disposable incomes, is driving demand for high-quality, skin-friendly, and luxurious bathing experiences. This premiumisation trend,coupled with the increasing influence of e-commerce and social media, will shape the future growth of India's bath and shower market.
India Bath & Shower Products Market Trend
Social Media and Digital Marketing and are also gaining prominence in reaching young end users. The increased usage of platforms such as TikTok, Instagram and YouTube, the brands are now interacting more directly with the audience. Influencers and content creators become a prime mover by organically endorsing products, fostering loyalty and trust among the followers. This has led social platforms to emerge as a powerful medium for enhancing brand visibility and clout.
For shower and bath segments such as body wash/shower gel and intimate washes, social media is enabling brands to effectively reach out to young consumers. The platforms also enable brands to monitor consumer behavior and adjust in accordance. Consequently, the application of digital tools and influencer marketing will likely remain a factor in dictating trends and increasing demand, particularly among India's younger, more digitally engaged population.
India Bath & Shower Products Market Opportunity
Premiumisation is emerging as a compelling opportunity for brands to gain prominence in India's competitive market for bath and shower. With increasing disposable incomes, consumers are increasingly open to paying more for products that deliver greater quality, distinctive advantages, and indulgence. Brands such as Kama Ayurveda and Forest Essentials have been able to capitalize on the trend through the provision of products containing natural ingredients, traditional recipes, and green packaging, which resonate with value-conscious and health-aware consumers.
This change provides an opportunity for businesses to be able to justify premium pricing through the provision of increased value in the form of better ingredients, ethical methods, and improved customer experience. Premiumisation not only enables brands to win more loyal customers but also long-term growth through alignment with changing consumer trends. With an emphasis on wellness and quality, premium products have the ability to command demand from consumers in pursuit of indulgence and efficacy.
| Report Coverage | Details |
|---|---|
| Market Forecast | 2025-30 |
| USD Value 2024 | $ 3.97 Billion |
| USD Value 2030 | $ 4.08 Billion |
| CAGR 2025-2030 | 0.46% |
| Largest Category | Bar Soap segment leads with 85% market share |
| Top Trends | Rising Influence of Social Media on Young Consumers' Buying Decisions |
| Top Opportunities | Rising Preference for Premium Bath & Shower Products |
| Key Players | Patanjali Ayurved Ltd, Karnataka Soaps & Detergents Ltd, Nivea India Pvt Ltd, Hindustan Unilever Ltd, Godrej Consumer Products Pvt Ltd, Wipro Consumer Care & Lighting Ltd, Reckitt Benckiser (India) Ltd, ITC Ltd, Cholayil Pharmaceuticals Pvt Ltd, Emami Ltd and Others. |
India Bath & Shower Products Market Segmentation
The most dominant segment in the India Bath & Shower Products Market between 2025-30 is anticipated to continue being bar soap. This segment is consistently witnessing mid-single digit growth on the back of its price competitiveness and high consumer confidence. Bar soap is a favorite among cost-conscious consumers who want value and familiarity in their daily shower activities. Even with the increasing visibility of high-end options, bar soap has a firm presence owing to its readilty available and conventional use both in urban and rural regions.
On the other hand, the body wash/shower gel category is anticipated to experience the highest growth over the next few years. This transformation is greatly influenced by young consumers who are seeking easy-to-use, skin-friendly products with luxurious textures and benefits. D2C players such as Plum Goodness, mCaffeine, and The Derma Co are spearheading this revolution with new-age products and increasing reach through digital channels. As e-commerce expands in tier-2 and tier-3 cities, this segment's growth will show no signs of slowing down.
Top Companies in India Bath & Shower Products Market
The top companies operating in the market include Patanjali Ayurved Ltd, Karnataka Soaps & Detergents Ltd, Nivea India Pvt Ltd, Hindustan Unilever Ltd, Godrej Consumer Products Pvt Ltd, Wipro Consumer Care & Lighting Ltd, Reckitt Benckiser (India) Ltd, ITC Ltd, Cholayil Pharmaceuticals Pvt Ltd, Emami Ltd, etc., are the top players operating in the India Bath & Shower Products Market.
Frequently Asked Questions
Related Report
1. Market Segmentation
1.1. Research Scope
1.2. Research Methodology
1.3. Definitions and Assumptions
2. Executive Summary
3. India Bath and Shower Product Market Policies, Regulations, and Standards
4. India Bath and Shower Product Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. India Bath and Shower Product Market Statistics, 2020-2030F
5.1. Market Size & Growth Outlook
5.1.1.By Revenues in US$ Million
5.2. Market Segmentation & Growth Outlook
5.2.1.By Product
5.2.1.1. Bath Soaps- Market Insights and Forecast 2020-2030, USD Million
5.2.1.2. Body Wash/Shower Gels- Market Insights and Forecast 2020-2030, USD Million
5.2.1.3. Bath Additives- Market Insights and Forecast 2020-2030, USD Million
5.2.1.4. Body Powder- Market Insights and Forecast 2020-2030, USD Million
5.2.1.5. Hand Sanitisers- Market Insights and Forecast 2020-2030, USD Million
5.2.1.6. Intimate Hygiene- Market Insights and Forecast 2020-2030, USD Million
5.2.1.6.1. Intimate Washes- Market Insights and Forecast 2020-2030, USD Million
5.2.1.6.2. Intimate Wipes- Market Insights and Forecast 2020-2030, USD Million
5.2.2.By Product Form
5.2.2.1. Solid- Market Insights and Forecast 2020-2030, USD Million
5.2.2.2. Gels & Jellies- Market Insights and Forecast 2020-2030, USD Million
5.2.2.3. Liquid- Market Insights and Forecast 2020-2030, USD Million
5.2.2.4. Powder- Market Insights and Forecast 2020-2030, USD Million
5.2.3.By Ingredient
5.2.3.1. Conventional/Synthetic- Market Insights and Forecast 2020-2030, USD Million
5.2.3.2. Natural/Organic- Market Insights and Forecast 2020-2030, USD Million
5.2.4.By Price Point
5.2.4.1. Premium- Market Insights and Forecast 2020-2030, USD Million
5.2.4.2. Mass- Market Insights and Forecast 2020-2030, USD Million
5.2.5.By End User
5.2.5.1. Women- Market Insights and Forecast 2020-2030, USD Million
5.2.5.2. Men- Market Insights and Forecast 2020-2030, USD Million
5.2.5.3. Kids/Children- Market Insights and Forecast 2020-2030, USD Million
5.2.6.By Sales Channel
5.2.6.1. Online- Market Insights and Forecast 2020-2030, USD Million
5.2.6.2. Offline- Market Insights and Forecast 2020-2030, USD Million
5.2.7.By Competitors
5.2.7.1. Competition Characteristics
5.2.7.2. Market Share & Analysis
6. India Bath Soaps Market Statistics, 2020-2030F
6.1. Market Size & Growth Outlook
6.1.1.By Revenues in US$ Million
6.2. Market Segmentation & Growth Outlook
6.2.1.By Product Form- Market Insights and Forecast 2020-2030, USD Million
6.2.2.By Ingredient- Market Insights and Forecast 2020-2030, USD Million
6.2.3.By Price Point- Market Insights and Forecast 2020-2030, USD Million
6.2.4.By End User- Market Insights and Forecast 2020-2030, USD Million
6.2.5.By Sales Channel- Market Insights and Forecast 2020-2030, USD Million
7. India Body Wash/Shower Gels Market Statistics, 2020-2030F
7.1. Market Size & Growth Outlook
7.1.1.By Revenues in US$ Million
7.2. Market Segmentation & Growth Outlook
7.2.1.By Product Form- Market Insights and Forecast 2020-2030, USD Million
7.2.2.By Ingredient- Market Insights and Forecast 2020-2030, USD Million
7.2.3.By Price Point- Market Insights and Forecast 2020-2030, USD Million
7.2.4.By End User- Market Insights and Forecast 2020-2030, USD Million
7.2.5.By Sales Channel- Market Insights and Forecast 2020-2030, USD Million
8. India Bath Additives Market Statistics, 2020-2030F
8.1. Market Size & Growth Outlook
8.1.1.By Revenues in US$ Million
8.2. Market Segmentation & Growth Outlook
8.2.1.By Product Form- Market Insights and Forecast 2020-2030, USD Million
8.2.2.By Ingredient- Market Insights and Forecast 2020-2030, USD Million
8.2.3.By Price Point- Market Insights and Forecast 2020-2030, USD Million
8.2.4.By End User- Market Insights and Forecast 2020-2030, USD Million
8.2.5.By Sales Channel- Market Insights and Forecast 2020-2030, USD Million
9. India Body Powder Market Statistics, 2020-2030F
9.1. Market Size & Growth Outlook
9.1.1.By Revenues in US$ Million
9.2. Market Segmentation & Growth Outlook
9.2.1.By Product Form- Market Insights and Forecast 2020-2030, USD Million
9.2.2.By Ingredient- Market Insights and Forecast 2020-2030, USD Million
9.2.3.By Price Point- Market Insights and Forecast 2020-2030, USD Million
9.2.4.By End User- Market Insights and Forecast 2020-2030, USD Million
9.2.5.By Sales Channel- Market Insights and Forecast 2020-2030, USD Million
10. India Hand Sanitisers Market Statistics, 2020-2030F
10.1. Market Size & Growth Outlook
10.1.1. By Revenues in US$ Million
10.2. Market Segmentation & Growth Outlook
10.2.1. By Product Form- Market Insights and Forecast 2020-2030, USD Million
10.2.2. By Ingredient- Market Insights and Forecast 2020-2030, USD Million
10.2.3. By Price Point- Market Insights and Forecast 2020-2030, USD Million
10.2.4. By End User- Market Insights and Forecast 2020-2030, USD Million
10.2.5. By Sales Channel- Market Insights and Forecast 2020-2030, USD Million
11. India Intimate Hygiene Market Statistics, 2020-2030F
11.1. Market Size & Growth Outlook
11.1.1. By Revenues in US$ Million
11.2. Market Segmentation & Growth Outlook
11.2.1. By Product- Market Insights and Forecast 2020-2030, USD Million
11.2.2. By Product Form- Market Insights and Forecast 2020-2030, USD Million
11.2.3. By Ingredient- Market Insights and Forecast 2020-2030, USD Million
11.2.4. By Price Point- Market Insights and Forecast 2020-2030, USD Million
11.2.5. By End User- Market Insights and Forecast 2020-2030, USD Million
11.2.6. By Sales Channel- Market Insights and Forecast 2020-2030, USD Million
12. Competitive Outlook
12.1. Company Profiles
12.1.1. Hindustan Unilever Ltd
12.1.1.1. Business Description
12.1.1.2. Product Portfolio
12.1.1.3. Collaborations & Alliances
12.1.1.4. Recent Developments
12.1.1.5. Financial Details
12.1.1.6. Others
12.1.2. Godrej Consumer Products Pvt Ltd
12.1.2.1. Business Description
12.1.2.2. Product Portfolio
12.1.2.3. Collaborations & Alliances
12.1.2.4. Recent Developments
12.1.2.5. Financial Details
12.1.2.6. Others
12.1.3. Wipro Consumer Care & Lighting Ltd
12.1.3.1. Business Description
12.1.3.2. Product Portfolio
12.1.3.3. Collaborations & Alliances
12.1.3.4. Recent Developments
12.1.3.5. Financial Details
12.1.3.6. Others
12.1.4. Reckitt Benckiser (India) Ltd
12.1.4.1. Business Description
12.1.4.2. Product Portfolio
12.1.4.3. Collaborations & Alliances
12.1.4.4. Recent Developments
12.1.4.5. Financial Details
12.1.4.6. Others
12.1.5. ITC Ltd
12.1.5.1. Business Description
12.1.5.2. Product Portfolio
12.1.5.3. Collaborations & Alliances
12.1.5.4. Recent Developments
12.1.5.5. Financial Details
12.1.5.6. Others
12.1.6. Patanjali Ayurved Ltd
12.1.6.1. Business Description
12.1.6.2. Product Portfolio
12.1.6.3. Collaborations & Alliances
12.1.6.4. Recent Developments
12.1.6.5. Financial Details
12.1.6.6. Others
12.1.7. Karnataka Soaps & Detergents Ltd
12.1.7.1. Business Description
12.1.7.2. Product Portfolio
12.1.7.3. Collaborations & Alliances
12.1.7.4. Recent Developments
12.1.7.5. Financial Details
12.1.7.6. Others
12.1.8. Nivea India Pvt Ltd
12.1.8.1. Business Description
12.1.8.2. Product Portfolio
12.1.8.3. Collaborations & Alliances
12.1.8.4. Recent Developments
12.1.8.5. Financial Details
12.1.8.6. Others
12.1.9. Cholayil Pharmaceuticals Pvt Ltd
12.1.9.1. Business Description
12.1.9.2. Product Portfolio
12.1.9.3. Collaborations & Alliances
12.1.9.4. Recent Developments
12.1.9.5. Financial Details
12.1.9.6. Others
12.1.10. Emami Ltd
12.1.10.1.Business Description
12.1.10.2.Product Portfolio
12.1.10.3.Collaborations & Alliances
12.1.10.4.Recent Developments
12.1.10.5.Financial Details
12.1.10.6.Others
13. Disclaimer
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Research Methodology
This study followed a structured approach comprising four key phases to assess the size and scope of the electro-oxidation market. The process began with thorough secondary research to collect data on the target market, related markets, and broader industry context. These findings, along with preliminary assumptions and estimates, were then validated through extensive primary research involving industry experts from across the value chain. To calculate the overall market size, both top-down and bottom-up methodologies were employed. Finally, market segmentation and data triangulation techniques were applied to refine and validate segment-level estimations.
Secondary Research
The secondary research phase involved gathering data from a wide range of credible and published sources. This step helped in identifying industry trends, defining market segmentation, and understanding the market landscape and value chain.
Sources consulted during this phase included:
- Company annual reports, investor presentations, and press releases
- Industry white papers and certified publications
- Trade directories and market-recognized databases
- Articles from authoritative authors and reputable journals
- Gold and silver standard websites
Secondary research was critical in mapping out the industry's value chain and monetary flow, identifying key market segments, understanding regional variations, and tracking significant industry developments.
Other key sources:
- Financial disclosures
- Industry associations and trade bodies
- News outlets and business magazines
- Academic journals and research studies
- Paid industry databases
Primary Research
To validate secondary data and gain deeper market insights, primary research was conducted with key stakeholders across both the supply and demand sides of the market.
On the demand side, participants included decision-makers and influencers from end-user industries—such as CIOs, CTOs, and CSOs—who provided first-hand perspectives on market needs, product usage, and future expectations.
On the supply side, interviews were conducted with manufacturers, industry associations, and institutional participants to gather insights into current offerings, product pipelines, and market challenges.
Primary interviews provided critical inputs such as:
- Market size and revenue data
- Product and service breakdowns
- Market forecasts
- Regional and application-specific trends
Stakeholders consulted included:
- Leading OEM and solution providers
- Channel and distribution partners
- End users across various applications
- Independent consultants and industry specialists
Market Size Estimation and Data Triangulation
- Identifying Key Market Participants (Secondary Research)
- Goal: To identify the major players or companies in the target market. This typically involves using publicly available data sources such as industry reports, market research publications, and financial statements of companies.
- Tools: Reports from firms like Gartner, Forrester, Euromonitor, Statista, IBISWorld, and others. Public financial statements, news articles, and press releases from top market players.
- Extracting Earnings of Key Market Participants
- Goal: To estimate the earnings generated from the product or service being analyzed. This step helps in understanding the revenue potential of each market player in a specific geography.
- Methods: Earnings data can be gathered from:
- Publicly available financial reports (for listed companies).
- Interviews and primary data sources from professionals, such as Directors, VPs, SVPs, etc. This is especially useful for understanding more nuanced, internal data that isn't publicly disclosed.
- Annual reports and investor presentations of key players.
- Data Collation and Development of a Relevant Data Model
- Goal: To collate inputs from both primary and secondary sources into a structured, data-driven model for market estimation. This model will incorporate key market KPIs and any independent variables relevant to the market.
- Key KPIs: These could include:
- Market size, growth rate, and demand drivers.
- Industry-specific metrics like market share, average revenue per customer (ARPC), or average deal size.
- External variables, such as economic growth rates, inflation rates, or commodity prices, that could affect the market.
- Data Modeling: Based on this data, the market forecasts are developed for the next 5 years. A combination of trend analysis, scenario modeling, and statistical regression might be used to generate projections.
- Scenario Analysis
- Goal: To test different assumptions and validate how sensitive the market is to changes in key variables (e.g., market demand, regulatory changes, technological disruptions).
- Types of Scenarios:
- Base Case: Based on current assumptions and historical data.
- Best-Case Scenario: Assuming favorable market conditions, regulatory environments, and technological advancements.
- Worst-Case Scenario: Accounting for adverse factors, such as economic downturns, stricter regulations, or unexpected disruptions.
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