Unfolding India’s 40 Billion Dollar Tissue Paper Market
Driven by hygiene awareness, sustainability, and innovation, India’s tissue paper market is evolving. Discover key factors shaping its growth and future trends.
Tissue paper has quietly woven itself into the fabric of modern Indian life. Once considered a luxury, it has become an everyday essential, shaping hygiene habits across homes, offices, and public spaces. From households to healthcare facilities, tissue paper has become an indispensable part of modern Indian living.
Accumulating a sum of USD 39.8 billion in 2023, the market is fuelled by changing lifestyles, innovations, and an increasing focus on sustainability. Let’s read about factors that have been pulling the strings of the market towards an remarkable growth phase.
At a Glance
- A Peek into Changes in Preference
- Factors Underlining the Expansion
- What to Expect From the Road Ahead?
A Peek into Changes in Preference
The tissue paper market is evolving, with household paper emerging as the top choice, holding a 28% market share. This dominance stems from its daily use in cleaning and personal hygiene. Furthermore, other key segments, such as toilet paper, baby diapers, and feminine hygiene products own up to 26%, 16% and 15% respectively, further highlighting the growing reliance on tissue-based products for personal care.
Interestingly, while looking at consumer shopping habits, even though offline distribution channels command a whopping 98% share, online platforms are expected to gain momentum in the near future, possibly reaching up to 20%. These numbers reflect the ever-changing shopping habits and the rise of e-commerce in India.
Factors Underlining the Expansion
In 2023, the average price per unit of tissue in India was USD 15.87, which helped position India as the third-largest market globally. By 2028, India is expected to overthrow the USA to the second place, accompanied by multiple factors that will play a crucial role in this change, such as:
- Sustainability: The use of tissue paper is no longer an option but a necessity. Because recycled materials and eco-conscious production methods are gaining traction among consumers and manufacturers alike. Nearly 70-75% of tissue paper in India is produced from recycled materials, and approximately 20 million tonnes of wastepaper is required annually to meet this need.
- Accessibility: The expansion of organized retail networks has made tissue paper products more accessible, even in remote areas, particularly for medical care. Additionally, hospitals play a key role in raising hygiene awareness among rural communities. As healthcare providers emphasize cleanliness, more hospitals and pharmacies become outlets for hygiene products, encouraging people to use tissue products in more than just medical settings.
- Innovation: Investments in technology and capacity building, like Adhara Paper’s cutting-edge manufacturing installations worth INR 125 crores, are significantly amplifying the future of tissue paper production in India.
What to Expect from The Road Ahead?
As the Indian tissue paper market grows, eco-friendly products, technological advancements, and expanding retail networks will continue to steer the market toward becoming the world’s second-largest tissue paper market. Additionally, government policies promoting waste management and sustainable manufacturing practices will further catalyze growth, ensuring a balance between economic expansion and environmental responsibility.
The journey of tissue paper’s rise to fame reflects the country’s evolving lifestyles, growing awareness, and aspirations for a sustainable future. As businesses innovate and adapt, the opportunities in this market invite those who are ready to invest in a cleaner and more sustainable tomorrow.
