India Toilet Paper Market 2025

In 2024, India’s toilet paper market remained highly price-sensitive, reflecting the product’s discretionary nature. This was particularly evident in rural and semi-urban areas, where consumers continued to view toilet paper as a lifestyle product rather than an essential hygiene item. For many, alternative cleaning methods remained more culturally entrenched and cost-effective, limiting the category’s penetration outside urban centers.

Traditionally, Indian households have relied on reusable cloths or water for personal hygiene, but the COVID-19 pandemic catalyzed a shift in consumer perception. Heightened awareness of sanitation and cleanliness drove an increase in toilet paper usage, as consumers recognized its convenience and hygienic benefits. Even after the pandemic, this behavior persisted, reinforced by concerns over bacterial transmission and the effort required to clean reusable fabrics. As a result, the category gained traction among a growing segment of the population, particularly in metropolitan areas and among higher-income households.

With rising awareness of the product’s practicality and improving living standards, demand for toilet paper in India continued to strengthen. Structural factors such as increasing disposable income, the expanding middle and upper-middle class, rapid urbanization, and greater exposure to global consumer trends further supported this trajectory. Although traditional retail outlets continued to deprioritize toilet paper due to its non-essential status, the rise of e-commerce platforms filled this gap. The ability to offer a wider product assortment, convenient home delivery, and attractive discounts played a pivotal role in shifting consumer preferences toward online retail. This trend was particularly pronounced in smaller cities, where access to such products remained limited in brick-and-mortar stores.

This report delivers a deep dive into the India toilet paper market, combining historical performance data from 2020 to 2024 with forward-looking projections through 2030. It uncovers critical insights into market size, growth rates, and key trends, providing a clear view of the industry’s evolution. By breaking down the market across type and distribution channel, the report identifies actionable opportunities for stakeholders to drive growth and outperform competitors.

Market Segmentation

The segmentation of the India toilet paper market is outlined below:
Type: at-home, away from home (AFH)
Distribution channel: convenience stores, supermarkets and hypermarkets, small grocery stores, health and beauty stores, e-commerce, others

The India toilet paper market is segmented by type and distribution channel. The market is classified by type into at-home, and away from home (AFH). Distribution channel segments are divided into convenience stores, supermarkets and hypermarkets, small grocery stores, health and beauty stores, e-commerce, and others.

Competitive Landscape

Leading companies in the toilet paper market comprise Wintex Paper Products Private Limited, Pudumjee Hygiene Products Ltd., Origami Cellulo Private Limited, Chemical Corporation and Avantha Group. This report presents an extensive analysis of major entities in the toilet paper market, focusing on their performance from 2020 to 2024. Findings showcase changes in market share, recognizing both long-standing leaders and new challengers.

Why Buy This Report?

Obtain precise statistical data and forecasts for the India toilet paper market.
Gain in-depth analysis and forecasts for the key segments of the India toilet paper market: type and distribution channel.
Develop region-specific strategies and set strategic priorities based on localized data analysis.
Gain deep insights into the dynamics of the India toilet paper market.
Identify high-potential investment opportunities by targeting growth sectors and emerging trends.
Anticipate the future trajectory of the India toilet paper market with informed projections.
Assess the competitive landscape to determine the ideal timing for capitalizing on market opportunities.
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Table of Contents

TABLE OF CONTENTS
Key Findings
Market Segmentation
Market Overview
India Toilet Paper Market – Type Analysis
India Toilet Paper Market – Distribution Channel Analysis
Company Shares Analysis
Wintex Paper Products Private Limited
Pudumjee Hygiene Products Ltd.
Origami Cellulo Private Limited
Chemical Corporation
Avantha Group
Macroeconomic Data and Forecast
Research Methodology
Disclaimer

FIGURES AND TABLES
Table India Toilet Paper Market 2020-2030
Chart India Toilet Paper Market, Net Growth, 2020-2030
Chart India Toilet Paper Market, Growth Rates, 2020-2030
Table India Toilet Paper Market by Type, 2020-2030
Chart India Toilet Paper Market by Type, CAGR Historic and Forecast, 2020-2030
Chart India Toilet Paper Market by Type, 2020-2030
Table India Toilet Paper Market by Distribution Channel, 2020-2030
Chart India Toilet Paper Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart India Toilet Paper Market by Distribution Channel, 2020-2030
Table India Toilet Paper Market Share (%), by Companies, 2020-2024
Chart India Toilet Paper Market, by Companies, 2024
Table India Toilet Paper Market Share (%), by Brands, 2020-2024
Chart India Toilet Paper Market, by Brands, 2024
Table India – Population (Millions) and Forecast
Table India – Consumer Price Index (CPI) and Forecast
Table India – Gross Domestic Product and Forecast
Table India Toilet Paper Market: Spend as a Proportion of GDP (%)
Table India Toilet Paper Market: Consumption per Capita (Population)

Companies Mentioned

Wintex Paper Products Private Limited
Pudumjee Hygiene Products Ltd.
Origami Cellulo Private Limited
Chemical Corporation
Avantha Group