Fabric conditioners are liquid compositions added during the rinse cycle to make clothes acquire a soft touch. These products work by depositing lubricating chemicals on fabrics treated to make them feel soft, reduce static cling, and impart a fresh fragrance. The first fabric conditioners were developed by the textile industry during the early twentieth century. At that time the process that was used to dye cotton fibers left them feeling harsh. In the early 1900s, preparations known as cotton softeners were developed to improve the feel of these fibers after dyeing. A typical cotton softener consisted of seven parts water, three parts soap, and one part olive, corn, or tallow oil. With advances in organic chemistry, new compounds were created that could soften fabric more effectively and these improved formulations soon found their way into the commercial market.

According to recently published report of Bonafide Research “India Fabric Care Market Outlook, 2021”, fabric conditioners are expected to register more than 18% CAGR in the next five years. Fabric conditioner market in India consists of brands like Ezee, Genteel, Revive, Safewash, Comfort, Vanish, Bambi, etc. Developed markets have more demand for fabric conditioners as compare to developing markets. But global manufacturers are now shifting their focus to developing countries like India and China, given the large size of both the countries. Previously, the need for a fabric conditioner was seen to be more relevant for woolens and thus the entire tone and tenor of the brand communication was directed towards it. But today there are fabric conditioners which are positioned as ‘all in one’; they can be used for woolen as well as on delicate clothes.

Awareness and accessibility were the major challenges which hindered the growth of this category till now. Indian consumers were less aware about fabric conditioners and reluctant to spend that extra money on a premium product. However, Indian consumers are now becoming more and more aware about the category and the concept of using an additional product with detergents is finding acceptance. With increasing urbanization and household incomes on the rise, fabric conditioner manufacturers see a huge advantage to the business in India. Sales will be largely generated from the target market which is urban areas, especially from upper middle class and higher income consumers. Global manufacturers and detergent companies are expected to foray in this category, which will increase the competition and thus decrease the prices of fabric conditioners. Hence, the market will start expanding on the ground of affordability.