Mumbai: Lizol, a surface cleaning brand from Reckitt, has expanded its hygiene portfolio with the launch of Lizol Fresh & Clean Bathroom Cleaner, marking its entry into the fast-growing bathroom cleaning category.
With this move, Lizol aims to strengthen its presence in the home hygiene segment by extending its expertise in cleaning and long-lasting fragrance beyond floors and surfaces. The brand is targeting both metro and non-metro markets, aiming to capture a growing demand for purpose-built bathroom cleaning solutions.
The launch is backed by a new campaign that seeks to elevate consumer expectations from bathroom cleaners, reflecting the evolving role of bathrooms in modern Indian homes. As hygiene awareness has increased post-pandemic, bathrooms are no longer seen as purely functional spaces but as areas contributing to overall home freshness and well-being.
Traditionally, many households have relied on detergents and phenyls for bathroom cleaning, which often fall short on both effectiveness and lasting freshness. This gap is increasingly driving consumers toward specialised branded solutions aligned with modern lifestyles, where hygiene, convenience and sensory experience play a critical role.
The launch comes amid strong growth in India’s household cleaning products market, driven by urbanisation, premiumisation and heightened hygiene awareness. Industry estimates suggest the market, valued at USD 8.09 billion in 2024, is projected to reach USD 11.95 billion by 2033.
Developed with Reckitt’s innovation-led approach, Lizol Fresh & Clean Bathroom Cleaner is designed to deliver enhanced cleaning performance along with long-lasting freshness. The product claims to offer 10X better cleaning compared to detergents and phenyls, eliminates 99.9% bacteria, and provides fragrance that lasts up to 12 hours. Its thick formulation enables better surface adhesion, ensuring improved coverage and more effective cleaning outcomes.
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.”
The launch reinforces Lizol’s strategy to expand into adjacent hygiene categories while encouraging consumers to transition from traditional cleaning methods to specialised solutions. The company views this as a key growth opportunity within the broader household hygiene segment.
Lizol Fresh & Clean Bathroom Cleaner is now available across India through general trade, modern retail outlets, as well as e-commerce and quick-commerce platforms, ensuring widespread accessibility for consumers.
