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Tissue and hygiene in India demonstrated robust growth momentum in 2025, with retail sales seeing current value growth of 9% to reach INR250.1 billion, surpassing many markets both regionally and globally. Growth is underpinned by a rising population, increasing disposable income, and accelerated urbanisation, which together are driving deeper adoption of branded hygiene solutions. Demand is shaped by heightened consumer scrutiny around safety and transparency, leading to rapid uptake of skin-fr...

Euromonitor International's Tissue and Hygiene in India report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Tissue and Hygiene market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Affordability Is Boosted by Gst?Rationalisation, Driving Growth

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Tissue and Hygiene

Industry Performance

CHART 2 GST Rationalisation Strengthens Affordability Across Hygiene Essentials

Clean Wellness Becomes a Core Requirement in Certain Categories

CHART 3 Romsons Group Expands Hygiene Range with Poochie Play Pants Nappies/Diapers/Pants

Major Players Operationalise Sustainability for Epr Compliance

CHART 4 Whisper, Stayfree and Pampers Scale Recyclable Packaging to Meet India's 2025 EPR Rules

CHART 5 Value Sales 2020-2030

CHART 6 Value Sales by Category 2025

What's Next?

Dynamic Growth as the Consumer Base Expands, Disposable Incomes Rise, and Convenience Is Valued

CHART 7 Analyst Insight for Tissue and Hygiene

Away-From-Home Sales Expected to Rise as Institutional Adoption Increases

Brands Accelerate Circularity to Comply with New Waste Regulations

CHART 8 Forecast Value Sales 2020-2030

CHART 9 Forecast Value Sales by Category 2025-2030

Competitive Landscape

Procter & Gamble and Unicharm Sustain Leadership Despite the Intensifying Competition

CHART 10 Company Shares 2025

CHART 11 Brand Shares 2025

Channels

Offline Channels Anchor Everyday Sales in Tissue and Hygiene

Transformation in Distribution as Retail E-Commerce Maintains Its Dynamic Rise

CHART 12 Retail Channels 2020-2025

Economic Context

CHART 13 Economic Context for Tissue and Hygiene

CHART 14 Real Gdp Growth 2020-2030

CHART 15 Inflation 2020-2030

Consumer Context

CHART 16 Consumer Context for Tissue and Hygiene

CHART 17 Population 2020-2030

CHART 18 Consumer Expenditure 2020-2030

CHART 19 Population by Generation 2025

Country Reports Disclaimer

MENSTRUAL CARE IN INDIA

• Key Data Insights
• 2025 Developments
• Growth Continues, with Sirona Bringing Period Care to Commuters and Reshaping Access
• Key Industry Trends
• CHART 20 Key Industry Trends for Menstrual Care
• Industry Performance
• CHART 21 Sirona Installs Menstrual Vending Machines Across Mumbai Metro
• Zoycare Drives Move to Clean Wellness in Towels
• CHART 22 Zoycare Refreshes Herbal Towels Line in Late 2025
• Sustainability Drives Sales of Eco-Friendly Disposable Options, but Also Leads to Strong Competition
• CHART 23 Eve Essentials Partners with SASMIRA for Sustainable Period Pants
• CHART 24 Value Sales 2020-2030
• CHART 25 Volume Sales 2020-2030
• CHART 26 Value Sales by Category 2025
• What's Next?
• Swiggy'S App-Led Model Expected to Lead to More Planned Purchases
• Government and Shg Networks to Expand Affordable Access in Villages
• CHART 27 Analyst Insight for Menstrual Care
• Lifecycle Care Kits Will Tap Menopause for Premium Growth
• CHART 28 Forecast Value Sales 2020-2030
• CHART 29 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Whisper and Stayfree Maintain Dominance While Challengers Struggle to Gain Significant Ground
• CHART 30 Company Shares 2025
• CHART 31 Brand Shares 2025
• Channels
• Grocery Retailers Maintains Dominance While Retail E-Commerce Sees Rapid Value Growth
• CHART 32 Retail Channels 2020-2025
• Economic Context
• CHART 33 Economic Context for Menstrual Care
• CHART 34 Real Gdp Growth 2020-2030
• CHART 35 Inflation 2020-2030
• Consumer Context
• CHART 36 Consumer Context for Menstrual Care
• CHART 37 Population 2020-2030
• CHART 38 Consumer Expenditure 2020-2030
• CHART 39 Population by Generation 2025
• Country Reports Disclaimer

NAPPIES/DIAPERS/PANTS IN INDIA

• Key Data Insights
• 2025 Developments
• Robust Volume Growth as Incomes Rise, Penetration Increases, and Gst Is Cut
• Key Industry Trends
• CHART 40 Key Industry Trends for Nappies/Diapers/Pants
• Industry Performance
• CHART 41 GST Cut on Baby Nappies/Diapers Reduces Prices and Boosts Affordability in India
• Disposable Pants Drives Volume and Value Gains and Reshapes the Product Mix Due to Convenience
• CHART 42 Little's Launches Fluffy Soft Diaper Pants in January 2025
• Clean Wellness Gains Importance as Caregivers Look to Ensure Skin Health
• CHART 43 MamyPoko Introduces Enhanced Newborn Pants Focused on Skin Comfort
• CHART 44 Value Sales 2020-2030
• CHART 45 Volume Sales 2020-2030
• CHART 46 Value Sales by Category 2025
• What's Next?
• Dynamism Expected, with Disposable Pants Continuing Its Strong Rise
• Brands Expected to Innovate with Segmentation and Digital Tools to Enhance Loyalty
• CHART 47 Analyst Insight for Nappies/Diapers/Pants
• Connected Parenting Platforms to Reshape Product Choice and Engagement
• CHART 48 Forecast Value Sales 2020-2030
• CHART 49 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Mamypoko Leverages Distribution and Digital Reach to Defend Its Leadership
• CHART 50 Company Shares 2025
• CHART 51 Brand Shares 2025
• Channels
• Offline Retail Continues to Dominate as a Trusted, Accessible Channel
• Retail E-Commerce Gains Ground as Parents Shift to Digital
• CHART 52 Retail Channels 2020-2025
• Economic Context
• CHART 53 Economic Context for Nappies/Diapers/Pants
• CHART 54 Real Gdp Growth 2020-2030
• CHART 55 Inflation 2020-2030
• Consumer Context
• CHART 56 Consumer Context for Nappies/Diapers/Pants
• CHART 57 Population 2020-2030
• CHART 58 Consumer Expenditure 2020-2030
• CHART 59 Population by Generation 2025
• Country Reports Disclaimer

RETAIL ADULT INCONTINENCE IN INDIA

• Key Data Insights
• 2025 Developments
• Affordable Ranges Increase Penetration among New Users, Driving Dynamism
• Key Industry Trends
• CHART 60 Key Industry Trends for Retail Adult Incontinence
• Industry Performance
• CHART 61 Friends Introduces Affordable Adult Incontinence Range to Widen Access in India
• Pants-Style Launches Boost Convenience and Expand User Adoption
• CHART 62 Romsons Launches Dignity Overnight Pants-Style Product in India
• Tulips Normalises Incontinence Care through Inclusive Design and Celebrity Marketing
• CHART 63 Tulips Launches Adult Incontinence Pants in India
• CHART 64 Value Sales 2020-2030
• CHART 65 Volume Sales 2020-2030
• CHART 66 Value Sales by Category 2025
• What's Next?
• Brands to Normalise Daily Use, and Improve Comfort and Trust for Long-Term Adoption
• Manufacturers Will Prioritise Skin Health and Breathability to Differentiate Products
• CHART 67 Analyst Insight for Retail Adult Incontinence
• Quick Commerce and Regional Access Strategies Set to Unlock Growth beyond Major Cities
• CHART 68 Forecast Value Sales 2020-2030
• CHART 69 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Friends and Lifree Defend Leadership, Although Fragmentation Intensifies
• CHART 70 Company Shares 2025
• CHART 71 Brand Shares 2025
• Channels
• Health and Beauty Specialists Retain Trust While E-Commerce Expands Access and Choice
• CHART 72 Retail Channels 2020-2025
• Economic Context
• CHART 73 Economic Context for Retail Adult Incontinence
• CHART 74 Real Gdp Growth 2020-2030
• CHART 75 Inflation 2020-2030
• Consumer Context
• CHART 76 Consumer Context for Retail Adult Incontinence
• CHART 77 Population 2020-2030
• CHART 78 Consumer Expenditure 2020-2030
• CHART 79 Population by Generation 2025
• Country Reports Disclaimer

WIPES IN INDIA

• Key Data Insights
• 2025 Developments
• Dynamic Value Growth, with Premiumisation Emerging as a Notable Trend
• Key Industry Trends
• CHART 80 Key Industry Trends for Wipes
• Industry Performance
• CHART 81 Panacea Biotec Enters Baby Wipes with Premium NikoMom range in India
• Popees Drives Shift to Bamboo-Based Biodegradable Baby Wipes
• CHART 82 Popees Launches Bamboo-Based Biodegradable Baby Wipes in India
• Beco and Online Brands Accelerate Wellness and Safety Focus
• CHART 83 Beco Strengthens Clean, Toxin-Free Positioning with Plant-Based Baby Wipes in India
• CHART 84 Value Sales 2020-2030
• CHART 85 Value Sales by Category 2025
• What's Next?
• Continued Growth as Parents Look for Convenience When Changing Their Children's Nappies
• Multipurpose Innovation to Accelerate Premiumisation among Urban Millennials
• CHART 86 Analyst Insight for Wipes
• Regional Adaptation Expected to Boost Adoption beyond Urban Centres
• CHART 87 Forecast Value Sales 2020-2030
• CHART 88 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Leaders Lose Share as Local Players Strengthen Price-Driven Competition
• CHART 89 Company Shares 2025
• CHART 90 Brand Shares 2025
• Channels
• Quick Commerce Platforms Reshape Purchase Occasions for Wipes
• CHART 91 Retail Channels 2020-2025
• Economic Context
• CHART 92 Economic Context for Wipes
• CHART 93 Real Gdp Growth 2020-2030
• CHART 94 Inflation 2020-2030
• Consumer Context
• CHART 95 Consumer Context for Wipes
• CHART 96 Population 2020-2030
• CHART 97 Consumer Expenditure 2020-2030
• CHART 98 Population by Generation 2025
• Country Reports Disclaimer

RETAIL TISSUE IN INDIA

• Key Data Insights
• 2025 Developments
• Dynamic Volume Growth as Players Expand Tissue Capacity to Boost Affordability and Drive Adoption
• Key Industry Trends
• CHART 99 Key Industry Trends for Retail Tissue
• Industry Performance
• CHART 100 Tamil Nadu Newsprint and Papers Ltd Advances INR600 Crore Tissue Capex to Drive Affordability
• Toilet Paper Leads Volumes as Affordability and Hygiene Priorities Drive Demand
• Orient Paper Industries Champions Sustainable Tissue to Meet Evolving Expectations
• CHART 101 Orient Paper Industries Strengthens Sustainable Tissue Production in India
• CHART 102 Value Sales 2020-2030
• CHART 103 Volume Sales 2020-2030
• CHART 104 Value Sales by Category 2025
• What's Next?
• Investment in Domestic Tissue Supply and Expanding Access Set to Drive Growth
• CHART 105 Analyst Insight for Retail Tissue
• Toilet Paper to Maintain Volume Leadership as Cost-Driven Adoption Rises
• Digital-First Brands to Target Urban Shoppers with Sustainable, Convenient Innovations
• CHART 106 Forecast Value Sales 2020-2030
• CHART 107 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Origami Tissues Widens Its Lead through Brand Strength and Broad Reach
• CHART 108 Company Shares 2025
• CHART 109 Brand Shares 2025
• Channels
• Kirana Stores, Supermarkets and Hypermarkets Drive Everyday Tissue Purchases
• Quick Commerce and E-Commerce Platforms Fuel Channel Diversification
• CHART 110 Retail Channels 2020-2025
• Economic Context
• CHART 111 Economic Context for Retail Tissue
• CHART 112 Real Gdp Growth 2020-2030
• CHART 113 Inflation 2020-2030
• Consumer Context
• CHART 114 Consumer Context for Retail Tissue
• CHART 115 Population 2020-2030
• CHART 116 Consumer Expenditure 2020-2030
• CHART 117 Population by Generation 2025
• Country Reports Disclaimer

AWAY-FROM-HOME TISSUE AND HYGIENE IN INDIA

• Key Data Insights
• 2025 Developments
• Higher Workplace Attendance, Rising Tourism and Positive Economy Drive Continued Growth
• Key Industry Trends
• CHART 118 Key Industry Trends for Away-From-Home Tissue and Hygiene
• Industry Performance
• Itc Ltd Secures Cost Leadership through Capacity Expansion
• CHART 119 ITC Receives CCI Approval to Acquire Century Pulp & Paper
• Institutional Buyers Shift to System-Level Sustainability Solutions
• CHART 120 Kimberly-Clark Professional Launches ReNew Circular Sustainability Programme
• CHART 121 Value Sales 2020-2030
• CHART 122 Value Sales by Category 2025
• What's Next?
• Facility Managers Expected to Expand Procurement as Public Spaces Modernise
• Institutional Buyers Favour Efficiency and Scale to Control Costs
• Large Manufacturers Invest in Capacity as Smaller Rivals Struggle
• CHART 123 Forecast Value Sales 2020-2030
• CHART 124 Forecast Value Sales by Category 2025-2030
• Channels
• Horeca Dominates and Sees the Strongest Dynamism
• CHART 125 Retail Channels 2020-2025
• Economic Context
• CHART 126 Economic Context for Away-From-Home Tissue and Hygiene
• CHART 127 Real Gdp Growth 2020-2030
• CHART 128 Inflation 2020-2030
• Consumer Context
• CHART 129 Consumer Context for Away-From-Home Tissue and Hygiene
• CHART 130 Population 2020-2030
• CHART 131 Consumer Expenditure 2020-2030
• CHART 132 Population by Generation 2025
• Country Reports Disclaimer