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Affordability Is Boosted by Gst?Rationalisation, Driving Growth
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-friendly and clean wellness features, while cost-consciousness ensures affordable formats remain central to purchasing decisions. Regulatory changes, such as GST rationalisation and extended producer responsibility rules, have created a favourable environment for both price accessibility and sustainability, pushing brands to deliver on value, safety, and environmental commitments. Leading players with extensive distribution, strong brand trust, and the ability to operationalise sustainability and digital engagement are best positioned to capture future growth, particularly as e-commerce, quick-commerce, and institutional channels rapidly gain relevance. To succeed, brands must innovate around clean and affordable hygiene, invest in scalable sustainable operations, and adapt to the shift in consumer discovery and procurement towards digital and institutional platforms.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in India report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tissue and Hygiene in India?
- Which are the leading brands in Tissue and Hygiene in India?
- How are products distributed in Tissue and Hygiene in India?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in India
Affordability Is Boosted by Gst?Rationalisation, Driving Growth
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Affordability Is Boosted by Gst?Rationalisation, Driving Growth
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
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
Procter & Gamble and Unicharm Sustain Leadership Despite the Intensifying Competition
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
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
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
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
Away-From-Home Tissue and Hygiene in India
Key Data Insights
Higher Workplace Attendance, Rising Tourism and Positive Economy Drive Continued Growth
Chart 20 Key Industry Trends for Away-From-Home Tissue and Hygiene
Higher Workplace Attendance, Rising Tourism and Positive Economy Drive Continued Growth
Itc Ltd Secures Cost Leadership through Capacity Expansion
Chart 21 ITC Receives CCI Approval to Acquire Century Pulp & Paper
Institutional Buyers Shift to System-Level Sustainability Solutions
Chart 22 Kimberly-Clark Professional Launches ReNew Circular Sustainability Programme
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
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 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Horeca Dominates and Sees the Strongest Dynamism
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-From-Home Tissue and Hygiene
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in India
Key Data Insights
Affordable Ranges Increase Penetration among New Users, Driving Dynamism
Chart 35 Key Industry Trends for Retail Adult Incontinence
Affordable Ranges Increase Penetration among New Users, Driving Dynamism
Chart 36 Friends Introduces Affordable Adult Incontinence Range to Widen Access in India
Pants-Style Launches Boost Convenience and Expand User Adoption
Chart 37 Romsons Launches Dignity Overnight Pants-Style Product in India
Tulips Normalises Incontinence Care through Inclusive Design and Celebrity Marketing
Chart 38 Tulips Launches Adult Incontinence Pants in India
Chart 39 Value Sales 2020-2030
Chart 40 Volume Sales 2020-2030
Chart 41 Value Sales by Category 2025
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 42 Analyst Insight for Retail Adult Incontinence
Quick Commerce and Regional Access Strategies Set to Unlock Growth beyond Major Cities
Chart 43 Forecast Value Sales 2020-2030
Chart 44 Forecast Value Sales by Category 2025-2030
Friends and Lifree Defend Leadership, Although Fragmentation Intensifies
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Health and Beauty Specialists Retain Trust While E-Commerce Expands Access and Choice
Chart 47 Retail Channels 2020-2025
Chart 48 Economic Context for Retail Adult Incontinence
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Retail Adult Incontinence
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Nappies/Diapers/Pants in India
Key Data Insights
Robust Volume Growth as Incomes Rise, Penetration Increases, and Gst Is Cut
Chart 55 Key Industry Trends for Nappies/Diapers/Pants
Robust Volume Growth as Incomes Rise, Penetration Increases, and Gst Is Cut
Chart 56 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 57 Little’s Launches Fluffy Soft Diaper Pants in January 2025
Clean Wellness Gains Importance as Caregivers Look to Ensure Skin Health
Chart 58 MamyPoko Introduces Enhanced Newborn Pants Focused on Skin Comfort
Chart 59 Value Sales 2020-2030
Chart 60 Volume Sales 2020-2030
Chart 61 Value Sales by Category 2025
Dynamism Expected, with Disposable Pants Continuing Its Strong Rise
Brands Expected to Innovate with Segmentation and Digital Tools to Enhance Loyalty
Chart 62 Analyst Insight for Nappies/Diapers/Pants
Connected Parenting Platforms to Reshape Product Choice and Engagement
Chart 63 Forecast Value Sales 2020-2030
Chart 64 Forecast Value Sales by Category 2025-2030
Mamypoko Leverages Distribution and Digital Reach to Defend Its Leadership
Chart 65 Company Shares 2025
Chart 66 Brand Shares 2025
Offline Retail Continues to Dominate as a Trusted, Accessible Channel
Retail E-Commerce Gains Ground as Parents Shift to Digital
Chart 67 Retail Channels 2020-2025
Chart 68 Economic Context for Nappies/Diapers/Pants
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Nappies/Diapers/Pants
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Menstrual Care in India
Key Data Insights
Growth Continues, with Sirona Bringing Period Care to Commuters and Reshaping Access
Chart 75 Key Industry Trends for Menstrual Care
Growth Continues, with Sirona Bringing Period Care to Commuters and Reshaping Access
Chart 76 Sirona Installs Menstrual Vending Machines Across Mumbai Metro
Zoycare Drives Move to Clean Wellness in Towels
Chart 77 Zoycare Refreshes Herbal Towels Line in Late 2025
Sustainability Drives Sales of Eco-Friendly Disposable Options, but Also Leads to Strong Competition
Chart 78 Eve Essentials Partners with SASMIRA for Sustainable Period Pants
Chart 79 Value Sales 2020-2030
Chart 80 Volume Sales 2020-2030
Chart 81 Value Sales by Category 2025
Swiggy’S App-Led Model Expected to Lead to More Planned Purchases
Government and Shg Networks to Expand Affordable Access in Villages
Chart 82 Analyst Insight for Menstrual Care
Lifecycle Care Kits Will Tap Menopause for Premium Growth
Chart 83 Forecast Value Sales 2020-2030
Chart 84 Forecast Value Sales by Category 2025-2030
Whisper and Stayfree Maintain Dominance While Challengers Struggle to Gain Significant Ground
Chart 85 Company Shares 2025
Chart 86 Brand Shares 2025
Grocery Retailers Maintains Dominance While Retail E-Commerce Sees Rapid Value Growth
Chart 87 Retail Channels 2020-2025
Chart 88 Economic Context for Menstrual Care
Chart 89 Real Gdp Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Menstrual Care
Chart 92 Population 2020-2030
Chart 93 Consumer Expenditure 2020-2030
Chart 94 Population by Generation 2025
Wipes in India
Key Data Insights
Dynamic Value Growth, with Premiumisation Emerging as a Notable Trend
Chart 95 Key Industry Trends for Wipes
Dynamic Value Growth, with Premiumisation Emerging as a Notable Trend
Chart 96 Panacea Biotec Enters Baby Wipes with Premium NikoMom range in India
Popees Drives Shift to Bamboo-Based Biodegradable Baby Wipes
Chart 97 Popees Launches Bamboo-Based Biodegradable Baby Wipes in India
Beco and Online Brands Accelerate Wellness and Safety Focus
Chart 98 Beco Strengthens Clean, Toxin-Free Positioning with Plant-Based Baby Wipes in India
Chart 99 Value Sales 2020-2030
Chart 100 Value Sales by Category 2025
Continued Growth as Parents Look for Convenience When Changing Their Children's Nappies
Multipurpose Innovation to Accelerate Premiumisation among Urban Millennials
Chart 101 Analyst Insight for Wipes
Regional Adaptation Expected to Boost Adoption beyond Urban Centres
Chart 102 Forecast Value Sales 2020-2030
Chart 103 Forecast Value Sales by Category 2025-2030
Leaders Lose Share as Local Players Strengthen Price-Driven Competition
Chart 104 Company Shares 2025
Chart 105 Brand Shares 2025
Quick Commerce Platforms Reshape Purchase Occasions for Wipes
Chart 106 Retail Channels 2020-2025
Chart 107 Economic Context for Wipes
Chart 108 Real Gdp Growth 2020-2030
Chart 109 Inflation 2020-2030
Chart 110 Consumer Context for Wipes
Chart 111 Population 2020-2030
Chart 112 Consumer Expenditure 2020-2030
Chart 113 Population by Generation 2025
Retail Tissue in India
Key Data Insights
Dynamic Volume Growth as Players Expand Tissue Capacity to Boost Affordability and Drive Adoption
Chart 114 Key Industry Trends for Retail Tissue
Dynamic Volume Growth as Players Expand Tissue Capacity to Boost Affordability and Drive Adoption
Chart 115 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 116 Orient Paper Industries Strengthens Sustainable Tissue Production in India
Chart 117 Value Sales 2020-2030
Chart 118 Volume Sales 2020-2030
Chart 119 Value Sales by Category 2025
Investment in Domestic Tissue Supply and Expanding Access Set to Drive Growth
Chart 120 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 121 Forecast Value Sales 2020-2030
Chart 122 Forecast Value Sales by Category 2025-2030
Origami Tissues Widens Its Lead through Brand Strength and Broad Reach
Chart 123 Company Shares 2025
Chart 124 Brand Shares 2025
Kirana Stores, Supermarkets and Hypermarkets Drive Everyday Tissue Purchases
Quick Commerce and E-Commerce Platforms Fuel Channel Diversification
Chart 125 Retail Channels 2020-2025
Chart 126 Economic Context for Retail Tissue
Chart 127 Real Gdp Growth 2020-2030
Chart 128 Inflation 2020-2030
Chart 129 Consumer Context for Retail Tissue
Chart 130 Population 2020-2030
Chart 131 Consumer Expenditure 2020-2030
Chart 132 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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