Lizol has expanded its hygiene portfolio with the launch of Fresh & Clean Bathroom Cleaner, marking the brand’s entry into India’s fast-growing bathroom cleaning category. The move strengthens the home hygiene play of parent company Reckitt as it looks to tap rising demand for specialised cleaning solutions.
The company has also rolled out a new campaign alongside the launch, aimed at raising consumer expectations from bathroom cleaning products as Indian households increasingly prioritise hygiene, aesthetics and long-lasting freshness.
According to the brand, changing lifestyles and post-pandemic hygiene awareness have transformed bathrooms from purely functional spaces into areas associated with freshness and comfort. Many households have traditionally relied on detergents or phenyls for cleaning, but these often fall short on both effective cleaning and sustained fragrance, creating an opportunity for purpose-built solutions.
The launch comes amid growth in India’s household cleaning products market, driven by urbanisation, premiumisation and stronger hygiene consciousness. Industry estimates value the market at USD 8.09 billion in 2024, with projections suggesting it could reach USD 11.95 billion by 2033.
Speaking on the launch, Gautam Rishi, Marketing Director, Hygiene, Reckitt – South Asia, said, “Bathrooms are no longer just functional spaces—they influence how clean and fresh a home feel. Backed by Reckitt’s culture of continuous innovation and science‑led formulation, with Lizol Fresh & Clean Bathroom Cleaner, we are raising expectations from the category by combining effective cleaning, trusted germ protection**, and a freshness that lasts up to 12 hours. It is designed for today’s fast‑paced lifestyles where consumers want solutions that work well and make everyday cleaning effortless.”
Lizol Fresh & Clean Bathroom Cleaner has been formulated to combine deep cleaning with long-lasting fragrance. The product claims 10 times better cleaning compared to detergents and phenyls, removes 99.9% of bacteria, and offers fragrance lasting up to 12 hours. Its thick formulation is designed to cling to surfaces, allowing better coverage and more effective cleaning.
The product is now available across India through general trade and modern retail outlets, as well as e-commerce and quick-commerce platforms.
