Toilet cleaner category is directly related to the sanitation practices of any country. India is home to the world’s largest population of people who defecate in the open. Open defecation refers to the practice whereby people go out in fields, bushes, forests, open bodies of water, or other open spaces rather than using the toilet to defecate. Around 595 million people, which is nearly half the population of India, defecate in the open according to UNICEF.

According to recently published report of Bonafide Research “India Toilet Cleaner Market Outlook, 2021”, toilet cleaners are growing with more than 18% CAGR from last five years. The market is majorly dominated by liquid toilet cleaners whereas other products like rim blocks & in-cisterns have very less presence in the country. Due to low sanitation awareness and practice of open defecation, toilet cleaners have only marked their presence in urban markets while rural markets remain largely untapped. However, the scenario has changed with PM Modi's pet project 'Swachh Bharat Abhiyan'. 'Swachh Bharat Abhiyan' is a national campaign by the Government of India, covering 4041 statutory cities and towns, to clean the streets, roads and infrastructure of the country. The campaign was officially launched on 2nd October 2014 and is India's biggest ever cleanliness drive.

Under this project, the government is aiming to achieve an 'Open-Defecation Free India' by constructing 12 crore toilets in rural India. According to Anita Patil, Sr. Research Analyst at Bonafide Research, "Building of toilets will provide a huge consumer base for marketers. Typically, people switch categories very gradually and mostly when they're forced to. So in this case, building so many toilets will make people shift to use and clean them regularly. People will start exploring alternatives and this will happen in stages, first occasional and then regular use." The consumption from existing buyers will also increase with high advertisements from multinationals and easy accessibility of toilet cleaners. Going forward, rising personal disposable income of Indian consumers will make this category more like a regular grocery item.

Major companies operating in the toilet cleaner market of India are Reckitt Benckiser (India) Ltd, Hindustan Unilever Limited, Dabur India Limited, SC Johnson Products Pvt. Ltd, Future Consumer Enterprise Ltd, Pitambari Products Pvt. Ltd, Fena Private Limited, Cera Sanitaryware Limited and The Clorox Company.

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