Two trends are heating up the kitchen cleaning product competition in India: increased awareness of hygiene issues and new product innovations. Currently, 15% of consumers use dishwashing liquids but the market share is growing. "From simple cake soap in my kitchen, I switched to liquid soap, and then to gel. But I don't want to clean utensils with just any chemicals. I am looking for a herb-based disinfectant dishwash product, which I believe the growing competition in this category will bring me," said HR executive Shivani Verma.