India Herbal Shampoo Market Size
Study Period | 2019 - 2030 |
Base Year For Estimation | 2024 |
Forecast Data Period | 2025 - 2030 |
Market Size (2025) | USD 474.11 Million |
Market Size (2030) | USD 748.75 Million |
CAGR (2025 - 2030) | 9.57 % |
Market Concentration | High |
Major Players*Disclaimer: Major Players sorted in no particular order |
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India Herbal Shampoo Market Analysis
The India Herbal Shampoo Market size is estimated at USD 474.11 million in 2025, and is expected to reach USD 748.75 million by 2030, at a CAGR of 9.57% during the forecast period (2025-2030).
The Indian herbal shampoo landscape is experiencing a significant digital transformation, driven by the rapid expansion of e-commerce platforms and changing consumer purchasing behaviors. As of 2023, India's digital buyer base has grown to 345.22 million consumers, reflecting the increasing comfort with online shopping for personal care products, including natural shampoo and ayurvedic shampoo. This digital shift has prompted traditional brands to strengthen their online presence while maintaining their conventional retail networks, which include approximately 13 million traditional retail grocery outlets as of 2022. The convergence of online and offline channels has created a robust omnichannel ecosystem, enabling brands to reach consumers across various touchpoints.
The market is witnessing a notable premiumization trend, with consumers increasingly willing to invest in high-quality, luxury herbal shampoo products that offer specialized benefits and exotic ingredients. This shift is evident in recent product launches, such as CavinKare's introduction of the 'Nyle Natural and Pure' range in May 2023, featuring premium no-sulphate formulations. Leading companies are investing heavily in marketing and brand building, with industry giants like Unilever allocating substantial budgets—demonstrated by their EUR 8,546 million marketing expenditure in 2023—to establish strong brand positioning in the premium segment.
Sustainability has emerged as a crucial differentiator in the market, with companies increasingly adopting eco-friendly practices across their value chains. Forest Essentials, with its presence across 123-plus stores in major Indian cities, has pioneered sustainable practices by transitioning to completely recyclable packaging using PET and glass materials. Companies are also focusing on biodegradable packaging solutions and environmentally conscious manufacturing processes, responding to growing consumer awareness about environmental impact, especially in the natural hair care and organic shampoo segments.
The market is experiencing a shift toward personalized hair care solutions, with brands developing customized formulations based on individual hair types and concerns. Companies like Vedix and Bare Anatomy are leveraging technology to offer personalized hair care recommendations through hair analysis quizzes and custom formulation systems. This trend is particularly evident in the premium segment, where consumers seek tailored solutions for specific hair concerns such as color treatment, frizz control, and hair thinning, driving innovation in product development and delivery mechanisms in the herbal shampoo and natural shampoo categories.
India Herbal Shampoo Market Trends
Rising Awareness for Herbal and Organic Products
India's rich heritage in Ayurveda and traditional herbal remedies has fostered a growing consciousness among consumers regarding herbal shampoo and natural personal care products. The surge in awareness is evident through the increasing export value of herbal and ayurvedic products, which reached USD 628.48 million in 2023, demonstrating the global recognition of Indian herbal products. This heightened awareness is particularly pronounced in non-metro and rural regions, which account for approximately 64% of India's total population, where traditional herbal remedies remain deeply ingrained in daily life. Various non-government organizations, along with the Ministry of Health and Family Welfare, are actively promoting ayurvedic and herbal products across the country, further amplifying consumer awareness.
The shift towards natural ingredient shampoo is driven by mounting concerns over synthetic chemicals in personal care items. Research-based evidence suggests that organic and herbal shampoos demonstrate superior conditioning performance compared to commercially available chemical-based alternatives. This understanding has led to increased consumer trust in herbal formulations, particularly among the younger demographic. For instance, in September 2023, Nyle Naturals launched an awareness campaign specifically targeting 20-35-year-old females from urban metros, emphasizing their shampoo variants' natural ingredients and absence of harsh chemicals. This targeted approach reflects the growing sophistication of consumer awareness and the demand for transparent, natural formulations in personal care products.
Rising Product Development and Innovation in the Market
The herbal shampoo market in India is witnessing significant innovation through product development initiatives that cater to specific consumer needs and preferences. In April 2023, the Tamil Nadu Medical Plant Farms and Herbal Medicine Corporation Limited demonstrated this trend by introducing six new herbal hair treatment products, including shampoos, which were developed through extensive scientific research and offered at competitive price points. Similarly, in June 2023, The Himalaya Wellness Company expanded its product range with two new botanical shampoo options in convenient INR 2 sachets - the Dandruff Control Aloe Vera Shampoo and Hair Fall Control Bhringaraja Shampoo, showcasing innovation in both formulation and packaging accessibility.
Product innovation extends beyond formulation to encompass sustainable and eco-friendly practices. In May 2024, WOW Skin Science exemplified this approach by launching its 'Activated Naturals' platform, combining natural ingredients with advanced scientific activities for enhanced personal care solutions. Companies are also focusing on specialized formulations targeting specific hair concerns. For instance, in March 2022, CavinKare rebranded its national haircare line, Nyle Naturals, introducing three new shampoo variants - soft and shiny, anti-dandruff, and strong and healthy - positioning the brand as an anti-hairfall specialist. These innovations reflect the industry's response to evolving consumer preferences and the growing demand for specialized herbal hair care solutions.
Aggressive Marketing and Branding by Players
The herbal shampoo market in India is characterized by intensive marketing and branding initiatives, with companies significantly investing in promotional activities. This is evidenced by Hindustan Unilever's substantial advertising and promotional expense of INR 4,859 crores in 2023, demonstrating the industry's commitment to building brand awareness and market presence. Companies are leveraging various marketing channels, including television, social media, print media, and digital platforms, to enhance product visibility and consumer engagement. For instance, in March 2023, Filter Copy, a video content platform, collaborated with Mamaearth for sponsored content promoting their Lemon & Ginger Anti Dandruff shampoo, showcasing innovative approaches to reaching millennial audiences.
Marketing strategies have evolved to incorporate celebrity endorsements and influencer partnerships, creating more impactful brand connections with consumers. In 2022, Mamaearth launched a national television advertisement for its Onion range featuring Sara Ali Khan and Vihaan Samat, highlighting the brand's focus on traditional efficacy through modern marketing approaches. Companies are also adopting sophisticated marketing frameworks, as exemplified by WOW Skin Science's AIDCAS (Attention, Interest, Desire, Conviction, Action & Satisfaction) model, which utilizes digital-only omnichannel mediums to target internet-savvy millennials and Gen Z through micro-influencers and macro-influencers on platforms like Instagram, Facebook, and YouTube.
Segment Analysis: By Distribution Channel
Convenience Stores Segment in India Herbal Shampoo Market
Convenience stores dominate the India herbal shampoo market, commanding approximately 56% market share in 2024, primarily due to their extensive presence across urban and rural areas. These stores excel in providing easy accessibility and competitive pricing, making them the preferred choice for consumers seeking natural shampoo products. Their extended operating hours compared to traditional outlets enhance the convenience factor for customers, while their ubiquitous presence in residential neighborhoods ensures seamless access to herbal shampoos. The segment's strength is further reinforced by the rising number of convenience stores across India, particularly in tier 2 and tier 3 cities, where they serve as primary distribution points for herbal shampoo manufacturers looking to expand their customer base.
Online Retail Stores Segment in India Herbal Shampoo Market
The online retail stores segment is projected to exhibit the highest growth rate of approximately 15% during the forecast period 2024-2029, driven by the increasing penetration of internet and smartphone usage across India. The segment's robust growth is attributed to the convenience of 24/7 shopping accessibility and the availability of a diverse product range from both local and global brands, including organic shampoo options. E-commerce platforms are leveraging data analytics and personalized marketing strategies to target distinct consumer preferences, while also offering attractive discounts and subscription services. The segment's expansion is further supported by the rising number of digital buyers in India and the increasing adoption of online shopping platforms for natural hair care products.
Remaining Segments in Distribution Channel
The other distribution channels in the India herbal shampoo market include supermarkets/hypermarkets, specialty stores, and other retail formats such as departmental stores and pharmacies. Supermarkets and hypermarkets offer an extensive array of brands and products, ensuring consumers have multiple choices, while specialty stores distinguish themselves through expert guidance and customized hair care solutions. Traditional retail formats like departmental stores and pharmacies continue to maintain their relevance by offering reliable product recommendations and maintaining strong relationships with regular customers, particularly in areas where modern retail penetration is limited. These channels also provide access to natural cleansing shampoo products, appealing to consumers seeking natural shampoo alternatives.
India Herbal Shampoo Industry Overview
Top Companies in India Herbal Shampoo Market
The Indian herbal shampoo market is characterized by intense competition among established players who are continuously innovating their product portfolios with natural ingredients and Ayurvedic shampoo formulations. Companies are focusing on research and development to create unique formulations combining traditional herbs with modern science, while simultaneously expanding their manufacturing capabilities through new plant establishments and capacity expansions. Operational agility is demonstrated through the adoption of omnichannel distribution strategies, with players actively pursuing both offline and online retail presence. Strategic moves include partnerships with e-commerce platforms, pharmacy chains, and traditional retailers to enhance product accessibility. Market leaders are investing heavily in marketing campaigns featuring celebrities and social media influencers, while also emphasizing sustainable packaging and eco-friendly manufacturing processes to align with evolving consumer preferences.
Local Players Dominate Fragmented Market Structure
The Indian herbal shampoo market exhibits a fragmented structure with a mix of established FMCG conglomerates and specialized Ayurvedic companies competing for market share. Domestic players like Dabur, Patanjali, and CavinKare maintain a strong foothold through their deep understanding of local consumer preferences and established distribution networks, while global giants like Unilever and P&G leverage their technological expertise and international research capabilities. The market demonstrates a healthy balance between traditional Ayurvedic companies and modern personal care manufacturers, with each bringing unique strengths to the competitive landscape.
The industry has witnessed significant merger and acquisition activities as larger companies seek to expand their natural and herbal product portfolios. Companies are actively pursuing strategic acquisitions of smaller, specialized herbal brands to strengthen their market position and gain access to proprietary formulations and established customer bases. This consolidation trend is particularly evident in the premium segment, where established players are acquiring niche brands to diversify their product offerings and capture growing consumer demand for premium natural hair product solutions.
Innovation and Distribution Key to Growth
Success in the Indian herbal shampoo market increasingly depends on companies' ability to differentiate their products through unique ingredient combinations and verified efficacy claims. Market leaders are investing in clinical studies and certifications to validate their products' benefits, while also focusing on sustainable sourcing practices and transparent supply chains. The development of specialized formulations targeting specific hair concerns, combined with the use of premium natural ingredients, has become crucial for maintaining competitive advantage. Companies are also emphasizing packaging innovations and product customization to address diverse consumer preferences across different regions and demographic segments.
Future market success will require companies to balance traditional wisdom with modern science while maintaining strong distribution networks and brand visibility. Contenders seeking to gain market share must focus on building trust through transparent communication about ingredient sourcing and manufacturing processes. The increasing consumer awareness about natural hair products and potential regulatory changes regarding ingredient claims and environmental sustainability will shape competitive strategies. Companies must also address the growing threat of substitution from traditional hair cleansing methods and DIY solutions by highlighting the convenience and efficacy of their formulated products while maintaining competitive pricing strategies. Additionally, the introduction of plant extract shampoo and holistic hair care solutions can further enhance product differentiation in this evolving market.
India Herbal Shampoo Market Leaders
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Dabur India Ltd
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The Procter & Gamble Company
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The Himalaya Drug Company
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CavinKare Pvt. Ltd
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Patanjali Ayurved Limited
*Disclaimer: Major Players sorted in no particular order
India Herbal Shampoo Market News
- May 2024: WOW Skin Science updated its product lineup, ‘Activated Naturals,’ following thorough research on customer preferences. This new platform combines natural ingredients with advanced scientific activities to cater to personal care needs.
- February 2024: Herbal Essences launched 11 Newly Formulated Shampoos and Conditioners. Every new blend contains pure aloe and camellia oil, certified by The Royal Botanic Gardens, KEW plant specialists.
- December 2023: Unilever acquired the premium haircare brand K18, known for its innovative products. Among K18's offerings is the Herbal Red Onion Hair Shampoo, which harnesses the power of onion extract to combat dandruff while nourishing the hair effectively.
India Herbal Shampoo Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definitions
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
4.1 Market Drivers
4.1.1 Inclination Towards Personal Care Products with Natural Ingredients
4.1.2 Innovations in Product Development by Manufacturers
4.2 Market Restraints
4.2.1 Presence of Counterfeit Products And Regulatory Loopholes
4.3 Porter's Five Forces Analysis
4.3.1 Threat of New Entrants
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Bargaining Power of Suppliers
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
5.1 Distribution Channel
5.1.1 Supermarkets/Hypermarkets
5.1.2 Convenience Stores
5.1.3 Specialty Stores
5.1.4 Online Stores
5.1.5 Other Distribution Channels
6. COMPETITIVE LANDSCAPE
6.1 Most Adopted Strategies
6.2 Market Share Analysis
6.3 Company Profiles
6.3.1 Dabur India Ltd.
6.3.2 Himalaya Global Holdings Ltd
6.3.3 Unilever PLC
6.3.4 Fit & Glow Healthcare Pvt. Ltd.
6.3.5 The Procter & Gamble Company
6.3.6 Khadi Natural
6.3.7 Patanjali Ayurved Limited
6.3.8 Cavinkare Pvt. Ltd.
6.3.9 Lotus Herbals Pvt. Ltd.
6.3.10 Bio Veda Action Research Co.
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
India Herbal Shampoo Industry Segmentation
A herbal shampoo is infused with extracts of herbs and plant ingredients. It is generally free of harsh chemicals and offers long-lasting effects.
The Indian herbal shampoo market is segmented by distribution channel into supermarkets/hypermarkets, convenience stores, specialty stores, online stores, and other distribution channels.
The market sizing has been done in value terms in USD for all the abovementioned segments.
Distribution Channel | |
Supermarkets/Hypermarkets | |
Convenience Stores | |
Specialty Stores | |
Online Stores | |
Other Distribution Channels |
India Herbal Shampoo Market Research FAQs
How big is the India Herbal Shampoo Market?
The India Herbal Shampoo Market size is expected to reach USD 474.11 million in 2025 and grow at a CAGR of 9.57% to reach USD 748.75 million by 2030.
What is the current India Herbal Shampoo Market size?
In 2025, the India Herbal Shampoo Market size is expected to reach USD 474.11 million.
Who are the key players in India Herbal Shampoo Market?
Dabur India Ltd, The Procter & Gamble Company, The Himalaya Drug Company, CavinKare Pvt. Ltd and Patanjali Ayurved Limited are the major companies operating in the India Herbal Shampoo Market.
What years does this India Herbal Shampoo Market cover, and what was the market size in 2024?
In 2024, the India Herbal Shampoo Market size was estimated at USD 428.74 million. The report covers the India Herbal Shampoo Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the India Herbal Shampoo Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
India Herbal Shampoo Market Research
Mordor Intelligence provides comprehensive insights into the rapidly expanding natural shampoo and herbal shampoo sector in India. Our research methodology covers the complete spectrum of natural hair care products. This includes everything from ayurvedic shampoo formulations to innovative botanical shampoo solutions. The detailed report, available as an easy-to-download PDF, offers an in-depth analysis of organic shampoo trends and natural hair product developments. This is supported by primary research and expert consultations.
This strategic analysis benefits stakeholders by offering detailed insights into natural ingredient shampoo formulations and herbal hair treatment innovations. The report examines emerging trends in holistic hair care approaches. It includes herbal hair cleanser alternatives and natural cleansing shampoo products. Our comprehensive coverage extends to plant extract shampoo technologies and herbal hair care solutions. This provides actionable intelligence for business decision-makers. The report's findings support strategic planning across the value chain, from manufacturers of traditional natural hair product formulations to modern retail distribution networks.