The Indian Wet Wipes Market

The wipes market in India is experiencing significant growth, driven by rising consumer awareness of hygiene, increasing disposable incomes and the expansion of e-commerce sales channels. As lifestyles become busier, the convenience and effectiveness of wipes are becoming more attractive to Indian consumers.

With growth forecasted to a robust compound annual rate (CAGR) of 18.38% from 2024 to 2028, the market will reach an estimated value of $250.60 million by 2028, according to Market Report USA. This growth is being driven by increased health awareness, rising disposable income, e-commerce expansion and new product introductions.

In the post-Covid economy, Indian consumers are increasingly seeking more convenient personal hygiene products boosting demand for baby wipes, facial wipes and cosmetic wipes. This is being helped by increases in disposable incomes. Consumers are busier than ever before and they are willing to spend some money on convenience products. 

Meanwhile, infrastructure improvements, particularly e-commerce channels, are opening up new distribution channels for wipes and making them accessible even in remote areas. Additionally, the introduction of new products such as organic and plant-based wipes, appeal to environmentally conscious consumers. 

The market is segmented into several categories. Baby wipes hold a significant share, driven by the growing awareness among parents about the importance of maintaining their children’s hygiene. Facial and cosmetic wipes are also gaining traction due to their convenience and effectiveness.

In addition to holding the largest marketshare in the wipes market, the baby wipes market continues to grow rapidly, at 10-15%. The entry of new players and expansion by established brands, alongside innovations in product offerings, will help fuel this growth as companies increasingly focus on premium and specialized products to capture a larger share of the market.

In 2022, WaterWipes, the world’s purest baby wipes that contain only two ingredients – 99.9 % water and a drop of grapefruit seed extract – introduced its products in India.

“The brand has entered the Indian baby wipes market at a time when it is anticipated to witness robust growth. The Asian baby wipes market is showing rapid growth and India will be one of its fastest-growing markets. Indian mothers who are well aware of what they want for their babies, are especially preferring baby wipes that are pure and very close to natural cleaning while offering convenience,” says Rodrigo Canelas, regional vice president, APAC, WaterWipes. “Our wipes are so pure and gentle, they are even suitable for the ultra-delicate skin of premature babies.”

WaterWipes are currently available in major Indian cities including Mumbai, Delhi, Chennai, Bangalore and Hyderabad, but the company has plans for additionally expansion. Additionally, the products are available on all leading e-commerce platforms like Amazon, Flipkart and Firstcry. The company hopes to capture a 10% market share in the Indian market within two to three years after launch.

WaterWipes was launched by Irish Breeze – a company with over 20 years of experience in manufacturing skincare and cotton products. The wipes are created in a state-of-the-art, ISO standard cleanroom facility in Drogheda, Ireland. WaterWipes are the only baby wipes to be approved by the Skin Health Alliance, Allergy UK, and awarded the National Eczema Association of America’s Seal of Acceptance.

Also looking to capitalize on the growth potential of India’s wet wipes market is  Medicare Hygiene Ltd — an Ahmedabad, India-based manufacturer of medical bandages and surgical nonwoven disposable products. Earlier this year the company entered into the cosmetic segment with the launch of the Earthika brand of wet wipes.

“After three months of our launch, we expect to sell close to 100,000 packets of facial wet wipes. We will start with the Gujarat market and then extend to other parts of the country. Currently, the wet wipes market in India is about ₹744 crore and this is expected to grow annually by 18.38% and reach ₹2,155 crore by 2027,” says Jay Sachchade, director of sales and marketing, Medicare Hygiene Ltd, which has its manufacturing unit at Bavla near Ahmedabad.

“The industry we are part of is growing at a CAGR of 4%, so we wanted to venture into this product category to boost our revenues. Secondly, we also observed that there were no specific brand preferences with regard to facial wet wipes, and there is a chance to make inroads into this segment,” Sachchade says, adding that the company is expected to churn more than $11 million of revenues this year.

The company also plans to extend the product line by introducing wipes for removing makeup and nail polish. “The market is currently nascent, and there is an opportunity to make inroads,” Sachchade adds.

The promising future of the wipes market will benefit from continued innovation and strategic marketing. As consumers become more health-conscious and the e-commerce sector expands further, the demand for wipes is set to rise significantly. Companies will likely focus on expanding their product lines and enhancing distribution networks to capture a larger market share. Additionally, the growing trend towards organic and eco-friendly products presents an exciting opportunity for further development in this sector.

Nonwovens Investors Respond

In 2022, Tufropes, a global leader for ropes and netting solutions, added a patent-pending spunlace line. This greenfield project, the first global industrial-scale line capable of producing five different nonwovens types, will be located in Gujarat, India.

The line features high flexibility to give Tufropes the capability of producing any possible hydroentangled nonwovens, including the biodegradable, natural fiber, eco-friendly and high-performance ones. 

A year later, Welspun India Limited, a global leader in home textiles, unveiled an advanced textiles facility comprising of a state-of-the-art high speed line for manufacturing spunlace nonwovens in Chandanvelly, Telangana, India. The facility has been launched under its subsidiary WAMIL (Welspun Advanced Material India Limited) and was inaugurated by Shri. K. T. Rama Rao, Hon’ble minister for Industries & Commerce, MA&UD, IT E&C, Telangana State.

With this investment of Rs. 500 crores, Welspun becomes the largest producer of spunlace nonwovens in India with a total annual capacity of 27,000 MT. The facility is Welspun’s second investment in the same vicinity after setting up a flooring facility valued at Rs. 1500 crores two years ago. Welspun was one of the first investors in Chandanvelly and this facility stands as a testament to Welspun’s belief in Telangana’s capability of supporting businesses.   

The plant will manufacture spunlace nonwovens targeting wipes and hygiene applications, which supports the company’s vision to touch the lives of end consumers through the businesses in their portfolio.