Following the stringent lockdown and threat of infection in the absence of vaccinations in 2020, consumer sentiment in India improved in 2021. While the first half of the year saw a devastating second wave of COVID-19 with high hospital admissions and deaths, the rollout of the country’s vaccination campaign in the second half of 2021, led to improving sales of home and garden.
As remote working in India was extended for a second year, consumers’ lives revolved around their homes. They focused on making their living environments more comfortable and aesthetically pleasing.
Home and garden in India is a highly fragmented competitive landscape, with smaller, local, regional, and unbranded players under “others” dominating value share in 2021. Since Indian consumers are extremely price conscious and prefer local manufacturers, global players retained low shares.
Since most categories in home and garden still have a significant touch and feel element as part of the purchasing process with some of them being big-ticket items, store-based retailing remained the dominant distribution channel. Within store-based retailing, home and garden specialist retailers such as @Home, Home Town, and Home Centre are consumers’ go-to stores.
Home and garden is expected to record a stronger performance over the forecast period as it recovers post-pandemic and in line with the impact of inflation. With high vaccination rates in India and improving consumer sentiment, sales will benefit.
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Understand the latest market trends and future growth opportunities for the Home and Garden industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
See All of Our DefinitionsThis report originates from Passport, our Home and Garden research and analysis database.
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