Swachh Bharat Drives Toilet Cleaner Usage By 53% In 2024

New Delhi: Swachh Bharat Abhiyan or Clean India Mission has driven toilet cleaner usage in In-dian households by 53 per cent in 2024, according to a report.

The report by Kantar, a market research firm, showed that the country has seen a dramatic rise in the use of toilet cleaners and floor cleaners. From 19 per cent and 8 per cent, respectively of households using these in 2014, it more than doubled to 53 per cent using toilet cleaners and 22 per cent buying floor cleaners in 2024.

Launched by the government on October 2, 2014, the Swachh Bharat Mission is a country-wide campaign initiated to eliminate open defecation and improve solid waste management and to cre-ate Open Defecation Free (ODF) villages. The report attributed the growth of toilet cleaner usage in households to the mission’s success, coupled with marketing efforts. It said the mission significantly improved hygiene awareness and product penetration, particularly in rural areas.

As per the report, over 128 million new households have been added in the toilet cleaners, and 52 million homes in the floor cleaners segment.

The report said the surface cleaner market is about Rs4,200 crore, with toilet cleaners accounting for half the segment at Rs2,000 crore.