India’s Clean Revolution: Toilet Cleaner Usage Surges Post-Swachh Bharat Abhiyan
More than half of Indian households now rely on toilet cleaners, a significant leap from the mere 19% who used them a decade ago. This surge can be attributed to the government’s ambitious Swachh Bharat Abhiyan, which aimed to eradicate open defecation and improve overall sanitation.
The 2014 initiative, launched by Prime Minister Narendra Modi, has led to a remarkable transformation in India’s hygiene habits. According to Kantar data, toilet cleaner usage has skyrocketed to 53% in 2024, while floor cleaner usage has risen to 22%. This represents a substantial increase of over 128 million households adopting toilet cleaners and 52 million households using floor cleaners.
The success of this change can be attributed to a combination of factors. Government efforts to construct rural household toilets, coupled with widespread awareness campaigns by companies like Reckitt Benckiser, Hindustan Unilever, and Dabur, have played a crucial role. These companies have effectively highlighted the importance of hygiene and the dangers of poor sanitation.
Vaibhav Rathi, head of marketing for home care at Dabur, emphasized the impact of the Swachh Bharat Abhiyan, stating, “The construction of rural household toilets under the Swachh Bharat Abhiyan has helped drive awareness about hygiene, and thereby the need for cleaning products.”
The growth of the housing segment in urban India and an increasing number of hygiene-conscious rural consumers have further fueled the demand for cleaning products. The surface cleaner market in India is now valued at approximately ₹4,200 crore, with toilet cleaners accounting for a significant portion of ₹2,000 crore. Notably, rural areas now contribute 52% to the growth of the toilet cleaner market, a significant shift from the predominantly urban market a decade ago.
The Swachh Bharat Abhiyan has made substantial progress in improving rural sanitation, with over 500,000 villages achieving Open Defecation-Free (ODF) plus status. Rural sanitation has witnessed a remarkable increase from 39% to 100% since the initiative’s inception. The 2017 film “Toilet: Ek Prem Katha,” starring Akshay Kumar, further reinforced the importance of toilets in rural areas, aligning with the mission’s goals.
Hygiene product companies have actively integrated the Swachh Bharat Abhiyan into their corporate social responsibility (CSR) efforts. Hindustan Unilever, for example, launched community toilet blocks, known as Suvidha centres, in 2016. These centres now number 16, demonstrating the industry’s commitment to supporting the government’s sanitation initiatives.
