Report

India baby wipes market is expected to observe a CAGR of 10.34% during the forecast period FY2025 - FY2032, rising from USD 69.10 million in FY2024 to USD 106.72 million in FY2032. The market has experienced significant growth in recent years and is expected to maintain a strong pace of expansion in the coming years.
Baby wipes are wet disposable clothes that are intended to clean the sensitive skin of babies during diaper changes and general hygiene. These wipes offer convenience during quick clean-ups, particularly in busy households, and maintain hygiene by removing dirt and germs effectively, hence reducing the risk of skin irritation. Many of the wipes contain mild ingredients like phenoxyethanol, glycerin, and aloe vera extracts which make them suitable for sensitive skin. Additionally, their versatility allows them to be used for various purposes beyond diaper changes, enhancing their value for parents managing everyday messes and maintaining cleanliness of their babies, thereby driving the market growth. Furthermore, India is focusing on the safety precautions of baby wipes to enhance overall performance.
In June 2022, the National Library of Medicine announced that disposable baby wipes manufactured by Procter & Gamble are an ideal choice for Indian parents as these wipes are manufactured using soft sheets infused with lotions that maintain the skin's natural pH level. These wipes provide the convenience of cleaning up diaper areas and are very effective and safe for quick cleanups on babies' faces and hands. Moreover, the wipes make sure that proper hygiene is maintained, reducing irritation and infections, which is extremely essential for baby care. Furthermore, their formulation is gentle on sensitive skin, making it safe and efficient for babies to be clean and comfortable in everyday messes and diaper changes.
Rapid Technological Advancements in Baby Wipes are Expediting the Market Prospects
Technological developments in baby wipes are very important to enhance product safety, sustainability, and efficiency in the manufacturing process. Innovations addressing environmental concerns and ensuring gentle care for sensitive skin have led to the use of hypoallergenic ingredients and biodegradable materials. Moreover, advancements in marketing techniques have helped to make products more accessible to customers. These developments support small businesses and meet the growing consumer demand for environmentally friendly and multifunctional baby care products, thereby amplifying the market growth.
For instance, in May 2024, JNTL Consumer Health (India) Private Limited announced technological innovations in its baby skincare wipes product in India. The organization introduced an advanced fiber technology that works like a sponge, effectively removing dirt and impurities, and carries triple the weight of moisturizing lotion, leaving a protective layer that helps in the prevention of nappy rash for babies. The product is made up of ultra-fine fabric, specially curated for sensitive newborn skin. Moreover, it is alcohol-free and soap-free, thereby ensuring the safety of baby wipes.
Increase in Necessity for Safety Packaging of Baby Wipes is Driving the Need for Eco-friendly Plastic Cases in India
The rising demand for plastic cases in the safety packaging of baby wipes in India is due to increased consumer awareness to maintain hygiene and environmental sustainability. Consequently, parents are becoming more aware of their babies' health and safety, and as such, they prefer to go for products that have reduced chances of contamination. The consumer behavior shift has, therefore, led to a significant increase in demand for effective packaging solutions that ensure the integrity of the wipes. Following growing anxieties over plastic waste, companies are innovating green packages that retain moisture for products without being non-recyclable. This also responds to the critical call for baby care products requiring proper storage alongside the growing need for environmentally friendly and bio-organic-based consumer products. Furthermore, Indian baby care companies are investing in research and development to introduce an eco-friendly package for the distribution of baby wipes. Such packaging should ensure the product safety standards and meet the expectations of environmentalists. Hence, it can be elucidated that India is on a constant seek for packaging solutions that can keep baby wipes safe and eco-friendly, thereby echoing a greater movement towards responsible consumption and production in India's dynamic market.
A Continuous Rise in Demand for Wet Wipes for Hygiene Maintenance of Babies is Amplifying the Market Growth
In India, the demand for wet wipes is always on the rise as consumer awareness about hygiene and convenience continues to grow. The market is anticipated to expand greatly, with innovation being oriented towards sustainability through eco-friendly materials and biodegradable variants. Manufacturers are increasingly opting for the improvisation of production efficiency and diversifying their portfolios. Moreover, the emergence of e-commerce generates new distribution channels, thus improving baby product manufacturers' access to hard-to-reach consumers throughout the country. This, in turn, implies that improvisations in wet wipes are necessary for maintaining market competitiveness and fulfilling environmental concerns, thereby augmenting the overall market growth.
For instance, in June 2023, Ginni Filaments Ltd launched ultra-pure water wipes (wet wipes) for baby care, the first of its kind in India. The innovative product has 99.9% water, thereby it is regarded as the purest and softest wipe with minimal ingredients, made by understanding the unique characteristics of baby and infant skin. Marketed and registered as 'paaniwipes' under the brand name 'Adore Baby,' the high-water content wipes tenderly clean the skin of babies, providing a soothing and refreshing experience to them.
Northern India Emerged as the Market Leader
Northern India has emerged as a leader in the baby wipes market and is expected to continue its dominance over the upcoming years. This is owing to a combination of factors, including rising birth rates, increased health consciousness among parents, and the growing trend of working mothers seeking convenient hygiene solutions for their infants. Moreover, urbanization and higher disposable incomes within families in Delhi NCR, Punjab, and other cities have increased awareness regarding health and hygiene, which means that parents are spending heavily on quality baby wipes for utmost care. Besides, with the increased growth of online selling platforms in North India, the products are becoming more accessible to consumers for purchasing various types of baby wipes.
Furthermore, manufacturers are innovating eco-friendly and hypoallergenic baby wipes to meet the health-conscious consumer's requirements. The prevalence of established brands, along with efficient marketing strategies for the distribution of baby wipes, strengthened the market's growth in the region. Thus, North India is going to reap a lot from the aforementioned trends, thereby boosting the baby wipes sector significantly while meeting the needs of today's parents.
Future Market Scenario (FY2025 - FY2032)
- The rapid growth of online platforms in India is improving the accessibility of baby wipes to consumers, especially in urban areas. As more parents prefer online shopping due to its convenience, manufacturers are increasingly focusing on establishing a strong online presence in the country. This shift not only makes it easier to access a wide range of products but also caters to the busy lifestyles of modern parents. With increased penetration of the internet, it is expected that the baby wipes online sales channel will grow significantly, catering to ample opportunities for market growth in the future.
- There is a significant trend towards sustainability in the baby wipes market, where manufacturers are increasingly focusing on producing eco-friendly products. With consumers becoming more environmentally conscious, there will be an increase in demand for organic and chemical-free baby wipes. This is in line with global movements towards reducing plastic waste and promoting sustainable practices, will lead to significant opportunities for market growth in the future.
- Furthermore, the Indian government is spending a hefty sum of money on research and development activities for technological upgradations in baby-care products, thereby contributing significantly to future market expeditions in India.
Key Players Landscape and Outlook
Market leaders in the Indian baby wipes industry adopt crucial strategies that enhance their market penetration and competition. A few of these crucial strategies are product development, mergers and acquisitions, etc. The country is looking into the development of innovative baby wipers that adhere to the stringent requirements of consumers in the country. Furthermore, firms are expanding to new markets through diversification of their activities and growing revenue streams.
For instance, in September 2024, DOMS Industries Limited, one of the leading stationery brands in India, successfully acquired 51.77% equity in Uniclan Healthcare Private Limited. This strategic acquisition will enable DOMS to enter the baby hygiene market in India, offering baby wipes and other hygiene products. The deal would acquire 7,116,080 equity shares to boost Uniclan's capacity and distribution network as part of DOMS's long-term growth strategy, which provides greater access to consumers oriented towards baby care in India.