The cleaning products industry in India is undergoing a remarkable transformation, with sustainability becoming a key focus. This shift reflects growing consumer awareness, government mandates, and a commitment by businesses to align with global environmental goals while catering to unique domestic challenges. From eco-friendly formulations to innovative packaging, the Indian market is adapting to ensure a cleaner future for its citizens and the planet.

In recent years, the cleaning product industry has witnessed a seismic shift in its approach to sustainability. What was once a peripheral concern has now become a central tenet of product development and consumer demand.

The year 2024 marked a pivotal moment in the sustainability journey of cleaning products. A global push towards reducing plastic waste and mitigating climate change prompted governments, corporations, and consumers to take decisive actions. Regulatory frameworks, such as the European Union’s extended producer responsibility (EPR) policies, mandated manufacturers to shoulder the environmental impact of their packaging. Concurrently, countries like India implemented bans on single-use plastics, compelling brands to innovate.

India’s cleaning products market is poised for growth, driven by the increasing demand for eco-friendly solutions. In 2024, the Indian market for sustainable cleaning products was estimated at over $2 billion, with projections indicating a compound annual growth rate (CAGR) of 8.5% over the next decade. This expansion is fuelled by urbanisation, rising disposable incomes, and an awareness of the health and environmental benefits of green cleaning solutions.

The consumer’s role was equally significant. Surveys conducted indicated that buyers preferred cleaning products with eco-friendly credentials. This shift was not limited to developed markets; emerging economies also showcased a growing appetite for sustainable options, driven by heightened awareness and grassroots movements.

Government regulations have played a significant role in shaping the industry. Policies such as the ban on single-use plastics, implemented in 2022, continue to influence the packaging strategies of cleaning product manufacturers. Initiatives like the Swachh Bharat Abhiyan (Clean India Mission) have also heightened public awareness about cleanliness and its link to health and hygiene. These measures have encouraged manufacturers to adopt innovative solutions that comply with environmental standards while appealing to a more informed consumer base.

Indian consumers are increasingly prioritising non-toxic, eco-friendly cleaning products. A survey found that 65% of urban households are willing to pay a premium for sustainable cleaning products. This growing consumer preference stems from heightened awareness of health hazards associated with traditional cleaning chemicals, as well as a broader understanding of environmental issues. Millennials and Gen Z, in particular, are driving demand for sustainable brands, with the importance of transparency and ethical practices in the industry.

Furthermore, packaging innovations are a crucial aspect of India’s sustainability journey. Several brands have adopted biodegradable and compostable packaging made from materials like bamboo, paper pulp, and sugarcane fibers. Additionally, refill stations are becoming more common in urban supermarkets, enabling consumers to replenish their supplies without contributing to plastic waste. Companies which produce chemical-free and plastic-free cleaning tablets, exemplify the shift towards minimal environmental impact through innovative product design.

Moreover, India has seen a surge in plant-based and enzyme-based cleaning products that are both effective and gentle on the environment. Local startups and established players alike are focusing on chemical-free formulations that cater to the growing preference for safe and sustainable options. For instance, Ayurvedic principles are being integrated into modern cleaning products, offering natural and biodegradable alternatives.

Despite these advances, challenges remain. The cost of producing sustainable cleaning products is higher due to limited access to eco-friendly raw materials and the need for specialized manufacturing processes. Additionally, the lack of infrastructure for waste management and recycling in tier-2 and tier-3 cities hinders broader adoption. However, the opportunities outweigh the challenges. Collaborations between the government, private sector, and non-profits are fostering innovation and expanding access to sustainable solutions.

As India’s cleaning products industry continues to evolve, the emphasis on sustainability is expected to intensify. Waterless cleaning solutions, AI-driven product personalisation, and local sourcing of biodegradable materials are likely to define the next wave of innovation. Moreover, increasing rural penetration of eco-friendly products through affordable and scalable solutions will be crucial for achieving widespread environmental impact.

The journey from conventional cleaning products to sustainable solutions is a testament to the power of innovation and collective action. By prioritising sustainability, the industry not only addresses pressing environmental challenges but also contributes to the health and well-being of millions. As consumer preferences and regulatory frameworks align, the future of cleaning in India looks greener and cleaner than ever.