Growing Interest in Wellness Products Boosts India’s Bath Market
- himanshu_labroo
- Nov 12
- 3 min read
In urban India, bathrooms are gradually evolving from purely functional spaces into personal wellness zones. While this transformation is still limited to a relatively small segment of the population, it reflects changing aspirations among affluent city dwellers. This shift has sparked a promising growth in wellness bathroom products, breathing new life into the baths market, which remained a slow mover for decades. Wellness bathroom products—such as hydrotherapy tubs, steam cabins, and rain showers—are gaining traction in premium homes, especially in metro cities. Today, many affluent Indian homes are embracing spa-like experiences, and brands have stepped up to meet this demand.
The shift is largely driven by rising disposable incomes and exposure to luxury hospitality experiences. Urban homeowners, particularly in metros like Delhi, Mumbai, Bengaluru, and Hyderabad, are investing in compact freestanding tubs and deep soaking baths that fit well within modern apartment layouts. These products offer indulgence without requiring large spaces. It has also sparked healthy growth in the baths market. Traditionally seen as a utilitarian fixture, bathtubs are now gaining renewed interest thanks to wellness-focused designs.
According to industry observers and BRG analysis, the post-COVID emphasis on mental and physical well-being has accelerated this trend, leading to increased sales of hydromassage and standard baths in urban areas. As per BRG, the wellness trend has captured the imagination of many urban homes, not only in the metro cities but also in the tier 2 (smaller cities) of the country. Since COVID-19, BRG has observed a strong and consistent upward trend in sales of hydromassage baths and even standard baths.
In India, “wellness products” refers to a broad category of fittings and fixtures designed to create a spa-like, health-focused experience at home. This includes baths with hydrotherapy or whirlpool systems, steam cabins, rain showers, and accessories that promote relaxation and rejuvenation. While in Europe these might be described as “hydrotherapy bathroom solutions”, the term “wellness” in India encompasses the entire concept of physical and mental well-being integrated into bathroom design—combining comfort, aesthetics, and therapeutic benefits.
Luxury hotels and resorts have set the benchmark for indulgent bathrooms. Guests experience spa-like features during vacations and want to replicate that comfort at home. Baths, shower cubicles, Jacuzzis and whirlpools, which used to be common in luxury hotels and exclusive spas, are now also found in premium apartments and homes in all the major cities of India. Leading bathroom brands like Jaquar, Kohler, and Hindware now offer designer tubs, whirlpool systems, and integrated spa features inspired by hospitality trends. The Jaquar group has been witnessing double-digit growth from wellness spaces alone. According to the company, products like whirlpools continue to gain popularity in metro cities among the premium middle class.
As per Roca, the Spanish bathroom giant, the average spend per bathroom in India is well above what it used to be a decade ago. In the luxury segment, the spends even go above a million rupees per bathroom, comprising whirlpools and high-end tiles. Seizing the opportunity, Kohler through its current marketing campaign across India has put emphasis on design trends focussing on wellness it believes that the growing demand for immersive, spa-like experiences at home reflects a deeper commitment to self-care. Another well-known brand, Grohe, believes that in India, the idea of a home spa is becoming more popular as people look for ways to prioritise self-care and relaxation. The company is banking on creating bespoke solutions that deliver immersive experiences.
The success of domestic wellness brand Oyster and its rise from a small Delhi based manufacturer in 2003 to being the leader of the Indian hydrotherapy and spa market is a testament to the popularity of the wellness trend. Millennials and Gen Z are particularly drawn to smart, visually appealing bathroom features that combine luxury with functionality—such as smart mirrors, automatic showers, and ergonomic tubs. While wellness bathrooms are far from mainstream across India, they are steadily becoming a hallmark of premium urban living. For a select group of homeowners, the bathroom is no longer just a utility—it’s a sanctuary. And in the process, they’re breathing new life into a market that had long remained dormant.
Find out more in our latest edition of Bathroom and Kitchen reports.
Source: Himanshu Labroo, BRG Research
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