International Journal of Agriculture Extension and Social Development

author(s)
K Tejaswini, Dr. P Radhika, Dr. CH Srilatha and Dr. A Meena

abstract
The organic personal care market in India has witnessed rapid growth in recent years due to increasing consumer awareness regarding health, environmental sustainability, and the harmful effects of chemical-based personal care products. Urban centres such as Hyderabad have emerged as promising markets owing to rising disposable income, expanding organised retail formats, and a growing preference for natural and organic products. The present study analyses the market landscape of organic personal care products in the Hyderabad region, with specific focus on soaps, bathing bars, and tooth powders—the product categories offered by Sakura Organics. Primary data were collected through observation of 24 supermarkets and organic stores across different zones of Hyderabad, while secondary data were obtained from published market reports. The study examines market size, product availability, pricing patterns, competitor presence, promotional strategies, and challenges faced by retailers. The findings indicate strong availability of soaps and tooth powders, dominance of mid-priced brands, limited presence of premium brands, and growing scope for expansion in the organic personal care segment in Hyderabad.