The Fragrant Revolution: Exploring Air Freshener Brands in India

India's air freshener market—encompassing both home and car fragrances—is valued at an impressive ₹5,000 crores and is accelerating at a remarkable pace. Driven by rising disposable incomes and the expanding footprint of urban living, more consumers are turning to air fresheners to keep their spaces clean, fresh, and inviting. This booming industry is a hotly contested arena, with a mix of established Indian brands and global powerhouses competing for consumer attention.

Curious to know which Indian brands are leading the charge in this aromatic space? Read on as we break down the key players helping you make a smarter, more informed choice the next time you reach for that fresh scent.

INDIAN BRANDS LEADING THE WAY IN AIR FRESHENERS

1. Odonil

Odonil is one of India’s most beloved air freshener brands, proudly owned by Dabur India Limited. Launched way back in 1972 by Balsara Hygiene, Odonil began as a simple solution for small spaces like washrooms, with its signature solid deodorizer blocks. In 2005, Dabur took over the brand and gave it a modern twist, transforming it from a basic deodorizer into a "mood enhancer" that brings a sense of freshness and well-being to everyday life.

2. Godrej Aer

Then there’s Godrej Aer, the premium air care offering from Godrej Consumer Products Limited (GCPL). Launched in 2012, this brand was a strategic move by Godrej to step into the high-end air care market. After PG took over the Ambipur brand from Godrej in 2010, the company used the opportunity to create a fresh, stylish identity with Aer. Today, it’s known for its elegant design and rich, long-lasting fragrances, making it a top choice for those who want to elevate their living spaces with a touch of sophistication.

FOREIGN BRANDS IN THE INDIAN AIR FRESHENER MARKET

1. Ambipur

Ambipur is a global air care brand owned by Procter & Gamble (P&G), a US multinational consumer goods corporation. The brand was originally launched in 1958 in Spain by Cruz Verde and was first introduced in India under the ownership of the Sara Lee Corporation (in a joint venture with Godrej) and in 2010 P&G gained full control of the brand through an acquisition.

2. Airwick

Airwick is a home fragrance brand owned by Reckitt, a British multinational consumer goods company. The brand was launched in the United States in 1943 and came to India in 2008 to compete in the growing organized home air care segment.

3. Glade

Glade is a major air care brand of S. C. Johnson & Son, a US origin company. The brand was launched in 1956 and is known for its wide variety of fragrances. While S. C. Johnson has had a presence in India for some time, Glade products were introduced in mid-2000s to target the urban and premium segments of the Indian air freshener market.