India Electric Toothbrush Market Size & Share Analysis - Trends, Drivers, Competitive Landscape, and Forecasts (2025 - 2032)

India Electric Toothbrush Market Size

India Electric Toothbrush Market Trends and Growth Drivers

Integration of Innovative Features Is Chief Trend in Market

• The integration of innovative features, such as sonic vibrations, rotating heads, pressure sensors, and artificial intelligence (AI), is widening the functionality and usage of electric toothbrushes.
• AI integration with these devices facilitates personalized oral care, as it can analyze brushing habits and, based on that, provide feedback to improve oral routine and other habits.
• Users can even share the brushing information with dentists, to gain a better insight into their brushing behavior. The effectiveness of electric toothbrushes is enhanced with customizable modes, coupled with options such as deep cleaning, whitening, and sensitivity, to cater to diverse dental requirements.
• Smart electric toothbrushes include smartphone connectivity via apps. Such apps track the brushing history, highlight the mouth areas that were overlooked, and provide specific recommendations.
• Moreover, integration with platforms such as Apple Health increases user engagement and makes the management of oral health seamless.

Rising Awareness of Oral Hygiene Is Driving Market

• The increasing emphasis on oral hygiene, with the rising consciousness of digital health and preventive care, is leading to the surging demand for electric toothbrushes in India.
• Urban customers prioritize innovative dental devices for the comprehensive maintenance of their teeth. As per the Ministry of Health and Family Welfare, periodontal disease affects 85% of the Indians, while dental caries or tooth decay affect 60% of the Indians.
• According to the Indian Dental Association, merely 50% of the country’s population uses a toothbrush, while just 4.5% visits a dentist.
• The high incidence of such diseases necessitates a highly effective toothbrush that provides ease of operation, superior cleaning, and features such as pressure sensors for enamel protection.
• The promotional activities by oral health companies, educational campaigns by dental associations, and endorsements from dentists accelerate the adoption of electric toothbrushes.
• The easy access to a range of products on e-commerce portals is leading to a surge in their sale.

High Cost Hinders Adoption of Electric Toothbrushes

• Although electric toothbrushes offer multiple benefits, their exorbitant cost hinders their widespread adoption in India, where much of the population seeks cost-effectiveness in daily essentials.
• Manual models are preferred because they are more affordable and easily accessible, considering the disparate standards of living, as well as the large middle-and-lower-income demographic.
• The financial constraint often determines a country's dental hygiene practices; so, affordability remains a vital concern, while many advanced solutions are out of reach.
• Moreover, awareness regarding the benefits of these products is almost non-existent in rural and sub-urban areas, where traditional methods are largely followed.
• The cost of the replacement of the heads and the unavailability of proper channels of distribution also discourage usage.
• Electric Toothbrushes, including Philips Sonicare, Colgate ProClinical 150 Charcoal, and Caresmith SPARK Infinity, are priced at a premium rate, which places them in the luxury bracket, confining their accessibility to affluent consumers.

India Electric Toothbrush Market Analysis

Bristle Analysis

Soft bristles are the larger category in the Indian electric toothbrush market, because they provide a gentle yet effective cleaning solution. For customers with sensitive gums, children, and people looking to avert enamel erosion, while guaranteeing the effective removal of plaque, soft bristles are especially recommended. Their versatility aligns with the rising need to maintain oral hygiene and gum health.

Nanometer is the faster-growing category, with a CAGR of 5% during the forecast period. An advanced technology offering ultra-thin bristles, it enables deeper access to gum lines and between the teeth. Therefore, the popularity of models with nanometer bristles is propelled by their superiority in cleaning and plaque removal. Health-conscious consumers are especially likely to prefer nanometer bristles.

The bristles analyzed here are:

• Soft (Larger Category)
• Nanometer (Faster-Growing Category)

Head Movement Analysis

Sonic/side-by-side is the larger category in the market. The sonic technology ensures effective cleaning with high-frequency vibrations. It facilitates the formation of microbubbles, which penetrate deep between the teeth and gum lines, reaching every corner of the mouth.

Rotation/oscillation is the faster-growing category in the market. Rotation and oscillation movements provide an exhaustive cleaning action, removing plaque and tooth debris. They are more cost-effective than their sonic counterparts and find extensive use because of their higher efficacy.

The head movements analyzed here are:

• Sonic/Side-by-Side (Larger Category)
• Rotation/Oscillation (Faster-Growing Category)

Product Type Analysis

Rechargeable toothbrushes are the larger category. They eliminate the need for disposable, single-use batteries since they are rechargeable, making them a sustainable alternative. This also results in longer usability, which helps in reducing the environmental pressure of disposing them of. They cater to eco-conscious customers with their compact and energy-efficient charging solutions.

Battery-powered electric toothbrushes are the faster-growing category, because the majority of the Indian population seeks affordability and convenience. In contrast to rechargeable variants, those with a battery are cheaper, which is why they appeal to the middle-class demographic and people intending to switch to electric toothbrushes.

The product types analyzed here are:

• Rechargeable (Larger Category)
• Battery (Faster-Growing Category)

Distribution Channel Analysis

Supermarkets/hypermarkets are the largest category in the market. These organized retail chains are expanding with the rapid urbanization, and they boast diverse products by different brands, with varying features and prices. These outlets lead because they are widely accessible and convenient, enabling customers to physically choose and purchase. These stores attract customers by offering discounts and coupons, making the costly electric toothbrushes somewhat affordable.

Online platforms are the fastest-growing category in the market, at a CAGR of 6% during the forecast period. The surge in the rate of digitalization, the increase in internet penetration, and the convenience of e-commerce make it popular. These platforms offer access to diverse and luxury products with the option to compare features and prices, apart from occasional discounts. Further, consumers can order products in the comfort of their homes and have the products delivered to them. This ease of shopping on e-platforms would accelerate the adoption of electric toothbrushes.

The distribution channels analyzed here are:

• Supermarkets/Hypermarkets (Largest Category)
• Pharmacies/Drug Stores
• Online Platforms (Fastest-Growing Category)
• Others

End User Analysis

Adults are the larger category, with 75% share in 2024. The greater awareness of oral health, higher purchasing power, and an emphasis on dental aesthetics and health propel the demand for these devices among grownups. The geriatric population is more susceptible to oral conditions and diseases than younger people. According to the Technical Group on Population Projections, the elderly population in India is estimated to reach 193.4 million by 2031, driving a sustained demand for electric toothbrushes among adults.

Children are the faster-growing category, driven by their significant demographic presence. People aged 0–14 years constitute 24% of the Indian population, as per a report by the United Nations Population Fund (UNFPA). There is a growing awareness among parents of inculcating good oral hygiene habits from a young age. Further, the surging availability of child-friendly electric toothbrushes with colorful designs, patterns, and features drive their ales. Pediatricians are also increasingly encouraging parents to invest in advanced dental care solutions for their children.

The end users analyzed here are:

• Adults (Larger Category)
• Children (Faster-Growing Category)

India Electric Toothbrush Market Share

The Indian electric toothbrush market is highly fragmented in nature. The diverse consumer choices, with their demand ranging from basic, affordable variants to premium models with a host of features, result in this fragmentation. The market is contested by both well-known domestic and international OEMs, the latter of which have established Indian subsidiaries to serve the regional demands. Brands strive to provide affordable solutions to attract customers, particularly in a price-sensitive market such as India, encouraging intense market competition.

The increasing awareness of oral hygiene motivates the entry of new players; consequently, no company holds a dominant position in the market. This competitive landscape is shaped by a combination of cost-effectiveness, product innovation, and targeted marketing policies.

India Electric Toothbrush Market News

In November 2024, Colgate-Palmolive Company announced its Oral Health Movement, in collaboration with 50,000 dentists from the Indian Dental Association. The intention is to raise awareness and encourage Indians to take oral health seriously and increase the accessibility of oral health. The Logy.AI dental screening tool will help this movement generate reports regarding the oral conditions of individuals.

In July 2024, Oral-B launched the Oral-B iO3, as part of the iO series of electric toothbrushes. All products in this series combine oscillation, rotation, and micro-vibrations.

In January 2024, Perfora launched an oscillating toothbrush, which comes with a rechargeable battery with a life duration of 21 days, supports USB Type-C charging, and boasts a 2-minute auto-timer, 360-degree motion, and 8,800-revolutions per minute.