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Fabric care products in India are a necessary part of consumers’ day-to-day lives. With companies making detergents at very affordable prices, the fabric care category enjoys high penetration. An area of increasing popularity is the use of washing machines due to a hike in the number of working women and expanding household incomes. What’s more, consumers in India, especially the affluent ones, are spending on expensive name-brand clothes and are demanding fabric care products that can condition, as well as clean, them without running colours or damaging or shrinking fabrics. 

As consumers upgrade their wardrobes and washing methods, brands have an opportunity to upgrade their fabric care products and offer elevated convenience propositions to match consumers’ evolving needs.


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