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The Economic Times

Economy / The Economic Times

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Shower gels, liquid cleaners gain ground as Indians ditch bars and powders

Indian households are increasingly adopting liquid personal and home care products. Consumer goods companies are investing heavily to capitalize on this growing market trend. Liquid formats offer convenience and are seeing rapid volume growth across categories. Rural India is also experiencing a faster adoption rate for these liquid products. Online channels and quick commerce are further accelerating the shift towards premium liquid formats.

1 Aug 2026 5:30 am