The Organic World (TOW), India’s largest retailer for organic and natural groceries, has expanded its personal care and hygiene offerings with the introduction of six new categories to boost its existing assortment. Addressing the gap in the market for sustainable personal care and hygiene products, the Bengaluru-based company aims to offer Indian consumers environmentally friendly, biodegradable, and chemical-free everyday choices.
According to market reports, the beauty and personal care market in India reached US$ 28.0 billion in 2023 and is expected to touch US$ 46.6 billion by 2032, exhibiting a CAGR of 5.6%. Increasing consumer demand for natural and organic products, as well as the growing penetration of e-commerce platforms are some of the key factors driving the market.
As one of the early players in this segment, TOW has been inspiring Indian consumers to make ‘better choices free of harmful chemicals’, when it comes to food, personal care and home care products. Based on in-depth customer research and surveys, the company identified six product categories with the biggest unmet needs – diapers, sanitary pads, face tissues, combs, beauty care and bamboo products.
TOW’s latest product offerings cater to this unmet consumer demand in the personal care and hygiene category. It includes diapers: biodegradable and eco-friendly alternatives for conscious parents; sanitary pads: environmentally friendly options for menstrual hygiene; face tissues: unbleached and gentle on the skin; combs: made from sustainable bamboo material, and other bamboo products such as toothbrushes that are 100% biodegradable and sustainable as well as beauty care essentials such as lipsticks, eyeliner and face packs.
Speaking about the latest expansion, Gaurav Manchanda, Founder & MD, The Organic World, said, “Since we started our first store in JP Nagar, Bengaluru, in 2017, there has been a remarkable evolution in the demand for organic and natural products. The acceleration in demand is not just happening at individual stores, but at the industry level, making it a key trend. In terms of personal care and hygiene products, the demand is palpable today, with the increasing shift towards sustainability and the rising awareness of harmful chemicals in daily-use products. TOW plans to add 200 more products in this category over the next two years.”
TOW currently offers 100+ natural and organic products in the personal care and hygiene category, which includes shampoos, soaps, hair colours, toothpaste, skincare, and kitchen essentials like scrubbers and brushes. As India’s leading Responsible Retailer, the company only partners with like-minded brands who share its vision to offer products free of harmful chemicals for the conscious consumer. It has been at the forefront of providing local brands, SMEs, and women entrepreneurs a strong platform to compete against the big box retailers.
Vandana Kamath – Category Head, The Organic World, noted, “Consumers today are becoming more conscious of the impact of their choices on their health as well as that of the environment. There is a growing focus on sustainability, with consumers opting for natural and organic products that are eco-friendly and promote ethical practices. At TOW, we strive to make these better choices that align with our consumer values and contribute to a healthier planet, more accessible and affordable. Our new products in the personal care and hygiene category are a reflection of our unwavering commitment to our consumers.” All the new products will be available online as well in The Organic World stores. The average price range of the products in this category ranges from Rs 40 to Rs 3000.
Currently, TOW operates 17 stores across Bengaluru, offering 2000+ products in the food, grocery, personal care and home care range, free of harmful chemicals. The company plans to expand its footprint across South India through the franchise model, reaching a milestone of 100 stores by the end of 2025.
