In financial year 2024, 100 percent of districts in India achieved their Open Defecation Free (ODF) target. The sanitation coverage in the country grew exponentially from the fiscal year 2016. This was an important step towards controlling numerous diseases that occur due to a lack of proper hygiene and sanitation.

People practicing open defecation (% of population) in India was reported at 11.1 % in 2022, according to the World Bank collection of development indicators, compiled from officially recognized sources. India - People practicing open defecation (% of population) - actual values, historical data, forecasts and projections were sourced from the World Bank on July of 2025.

People practicing open defecation, urban (% of urban population) in India was reported at 0.55469 % in 2022, according to the World Bank collection of development indicators, compiled from officially recognized sources. India - People practicing open defecation, urban - actual values, historical data, forecasts and projections were sourced from the World Bank on July of 2025.

People practicing open defecation, rural (% of rural population) in India was reported at 17.01 % in 2022, according to the World Bank collection of development indicators, compiled from officially recognized sources. India - People practicing open defecation, rural (% of rural population) - actual values, historical data, forecasts and projections were sourced from the World Bank on July of 2025.

100 percent of rural households in India have had access to toilet facilities since financial year 2020. Considerable progress has been made in improving toilet access in recent years, with just ** percent of India's rural population having access to such facilities in financial year 2016.

According to the survey, around ** percent of schools in rural India had a usable toilet in 2024. About ** percent of the schools had unusable toilets due to lack of maintenance by the school management.

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Ceramic Sanitary Ware Market Size 2024-2028

The ceramic sanitary ware market size is forecast to increase by USD 25.01 billion at a CAGR of 9.45% between 2023 and 2028. The market's growth hinges on various factors, including a surge in spending on bathroom remodeling projects. Major brands are amplifying their investments and enlarging their manufacturing capacities to meet the escalating demand. Additionally, the accessibility of ceramic sanitary ware on online platforms is broadening, further stimulating market growth. These factors collectively underscore a robust expansion in the sanitary ware market, driven by both consumer demand and industry initiatives.

What will be the Size of the Market During the Forecast Period?

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Market Dynamic and Customer Landscape

Restaurants & hotels, as well as sanitary facilities in various settings such as sinks and showers, are increasingly focused on meeting the taste & preference of consumers while also adopting eco-friendlier and sustainable materials like clay. This trend has led to a rise in demand for sanitary ceramics and bathroom fittings, including toilet bowls, in a variety of locations such as factories, hospitals, educational institutes, public transportation stations, and other public locations. The hospitality industry, including hotels and resorts, as well as shopping malls, is experiencing a surge in demand for bathroom fixtures and table linen products to meet these evolving consumer preferences. Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Key Market Driver

Increasing expenditure on bathroom remodelling is a key driving factor impacting the market share growth. The average amount spent on bathroom products has rapidly grown in both emerging and developed economies over the past five years. Among the overall expenditure on bathroom products, this equipment accounts for around 30%-40% of the costs incurred. The other macro-level factors driving the rising average expenditure on bathrooms in emerging countries are rapid urbanization, changing consumer lifestyles, and the recent developments in the field of interior decoration.

Thus, the increased spending on bathroom equipment for better ergonomics is expected to be one of the key drivers for the market. The trend of bathroom remodelling is expected to continue being popular during the forecast period.

Significant Market Trends

The adoption of bio-toilets is a key driving factor impacting the market share growth. A bio-toilet can disintegrate and decompose human waste into water and biogas. The decomposition of the biowaste is carried out by the bacteria present in the bio-digestion tank. The adoption of bio-toilets is common in the emerging economies of Asia and Africa, where sanitation is poor. It is expected that homeowners will also adopt bio-toilets in the future due to the advantages of these toilets.

The adoption of bio-toilets will benefit homeowners by reducing toilet maintenance cost in terms of cleaning sewage tanks at regular intervals and the installation of pipelines for sewage lines. Thus, the trend of adopting bio-toilets is expected to be a key factor in aiding the growth of the market during the forecast period.

Major Market Challenge

Crawling defects of ceramics will be a major challenge negatively impacting the market share growth during the forecast period. Ceramic sanitary ware products are glazed with vitreous substances to obtain a glossy finish. The vitreous substance is fused into the sanitary ware through firing. During this process, a portion of the sanitary ware's body might look like it was never glazed, or the thickness of the glaze might be uneven over the surface. This defect is called a crawling defect, and it is commonly found in ceramic sanitary ware products.

A crawling defect is caused because of various factors such as glazing the ware when it is hot, when the sanitary ware is moist, due to the presence of foreign materials (dust, oil, and grease) over the sanitary ware, and the poor quality of the glaze. Thus, the finishing of the sanitary ware is affected.

Market Customer Landscape

The market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth and forecasting strategies.

Market Customer Landscape

Key Companies & Market Insights

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical ex