New Delhi, February 14, 2025: As winter season in India comes to a close, the season has proven to be a robust one for the liquid detergent category, particularly for winter-specific variants. Liquid detergents specially formulated for woollen clothes have witnessed significant growth, with brands reporting double-digit growth. The overall liquid detergent market in India has now reached ₹2,500 crore, with winter liquid detergents contributing ₹350-400 crore and growing at an annual rate of 10-15%. This surge has been fueled by an increasing preference for specialized fabric care, growing awareness of woollen care requirements, and the continued shift toward machine washing.
Winter liquid detergent brands like Godrej Ezee witnessed a good season. The brand which is already market leader in category of liquid detergents for winter clothing, saw 15-17% increase in sales across stores. “We are seeing increased consumption of winter liquid detergents, with consistent double-digit value growth driven by strong volume expansion. Consumers have always had a need for specialized products for woollens, as these fabrics shed fibers more than regular clothes, making a dedicated solution essential. Additionally, the increasing adoption of washing machines in India continues to drive the growth of liquid detergents, a trend that is likely here to stay,” says Shilpa Suresh, Head of Marketing – Home Care, Godrej Consumer Products Ltd (GCPL).
Demand for winter liquid detergents is particularly high in North and East India, where colder temperatures drive greater usage. Delhi, Punjab, Rajasthan, and Uttar Pradesh collectively account for 20% of sales, while West Bengal and Bihar contribute another 8%.
Commenting on impact of delayed winters on consumption of liquid detergents for winter wear, Shilpa Suresh, Head of Marketing – Home Care, Godrej Consumer Products Ltd (GCPL)says, “Even if winter gets delayed, it eventually arrives, bringing the need to take woolens out of storage. The consumer usage occasion remains intact, as sweaters and other winter clothes will always be worn. As long as that need exists, Godrej Ezee will continue to be a part of households.”
Godrej Ezee has further offered consumers more value by offering a wide range of pack sizes. With entry-level SKUs priced at ₹5 and a 1kg pouch refill pack at ₹199, the brand has successfully made winter fabric care more accessible at multiple price points. General trade i.e. Kirana stores remains the largest channel, driving 75% of sales for Godrej Ezee and rest of them being split between e-commerce and modern trade.
Beyond the winter season, liquid detergents for woollens serve a vital role in fabric care. Consumers rely on them not only for washing but also for storing woollens, preventing fabric damage, and keeping garments fresh for the next season.