Indian consumers shift toward homegrown kitchenware as lifestyle changes drive demand

The Indian kitchenware and lifestyle market is undergoing a significant transformation, fueled by evolving consumer habits, rising health awareness, and the growing popularity of smart, space-saving home solutions.

As urban households become smaller and lifestyles busier, there is a surge in demand for durable, food-safe, and stylish kitchen products made in India. According to industry estimates, the Indian kitchenware and home storage market is expected to grow at a CAGR of over 15% by 2030. “Consumers are now more conscious about what they bring into their kitchens—BPA-free materials, food-grade plastics, and products that balance convenience with safety are top priorities,” says Archit Garg, Director of Air Lock, a kitchenware brand leveraging a direct-selling MLM model. While international brands still hold market share, Indian manufacturers are quickly gaining ground. Local companies are not only offering quality kitchenware that meets global standards, but are also adopting models like multi-level marketing (MLM) to build community-based sales networks—especially empowering women and homemakers. “Our aim is to offer smart kitchen solutions that are functional, safe, and made in India. The MLM model helps us reach deeper into Indian households, create job opportunities, and promote self-reliance,” adds Garg. “This reflects the true spirit of ‘Desh ka paisa desh mein’—a movement toward a healthier, more self-reliant India.” As the Make in India initiative gains traction and local supply chains strengthen, the kitchenware and lifestyle category is poised to become a major driver of domestic consumption and empowerment.