Good Home

What Good Home does

Good Home is an Indian home care brand operating as a consumer-goods label under TTK Healthcare Limited, part of the diversified TTK Group. The company sells three product families to Indian households: a Fragrance Range (air fresheners, room fresheners, Aroma Perfumed and Gel air fresheners, and AromaGuard odour removers), a Cleaning Range (brooms, floor mops, floor wipers, toilet brushes, pocha cloth, and glass cleaner), and a Kitchen Range (dishwash bars, drain cleaners under the Unblox line, kitchen wipes and wipers, and scrubbers). Product-level engineering emphasizes proprietary chemistry and materials — AromaGuard's four-step neutralization mechanism, SBP membrane with MVT for controlled fragrance release, CFR Technology in gel fresheners, and biodegradable surfactants in the glass cleaner — supplemented by international fragrance sourcing from Switzerland, France, Bulgaria, Italy, Brazil, Germany, Morocco, and Australia.

The business model is a classic Indian mass-market consumer-goods play: unit-pricing per SKU with combo/volume packs (e.g., air-freshener buy-2-get-1 at INR 110, dishwash bar at INR 10, Nova Microfiber Twist Mop at INR 570). Go-to-market is product-led and multi-channel, combining direct e-commerce on goodhomeindia.com and a Linktree storefront, listings on Amazon, Flipkart, and BigBasket, and traditional offline general-trade and supermarket distribution. Marketing relies on broad social media presence (Facebook, Instagram, Twitter/X, LinkedIn, YouTube) and gamified web experiences (Odour Minator, Maze of Unblox) offering Amazon coupons to drive engagement and conversion.

The primary customer segments are Indian households and Indian kitchen users, addressing pain points around heavy cookware, mixed Indian/Western toilet formats, grease and burnt-food cleaning, and persistent household odours. As a brand within TTK Healthcare rather than a standalone legal entity, the company's scale, financials, and headcount are not separately disclosed; no founding date, external funding, patents, awards, named partnerships, or management team details appear in the source data.

Name

Good Home

Legal name

Good Home India

Website

https://goodhomeindia.com

Company type

Private

Founded year

2007

Operating status

Operating

Short description

Good Home is an Indian home care brand under TTK Healthcare Limited selling air fresheners, cleaning tools, and kitchen products to Indian households through its own website, Amazon, Flipkart, BigBasket, and offline retail.

Ownership category

akta.pro rank

Product category

Home Care Products

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

akta.pro secondary industries

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Bathroom All-Purpose Cleaners (Multi-Surface) (CRAJAMAF), Eco-Friendly Air Care & Odor Control (CRAJAOAI)

Keywords

• Home care products
• Air fresheners
• Cleaning tools
• Kitchen cleaners
• Household hygiene

Headquarters

HQ city

Chennai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Product Sales: Good Home generates revenue through the sale of physical home care products including air fresheners, cleaning tools (brooms, mops, wipers, brushes), kitchen products (scrubbers, dishwash bars, kitchen wipes), and bathroom products. Products are sold at various price points ranging from INR 10 to INR 570 through retail and online channels.
2. Promotional Games: The company offers interactive games (Odour Minator and Maze of Unblox) as promotional/marketing tools with Amazon coupon incentives, driving product engagement and sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Good Home is a home care brand that manufactures and sells household cleaning and fragrance products across three categories: Fragrance Range (air fresheners, room fresheners, odour removers), Cleaning Range (brooms, mops, wipers, brushes, cloths, glass cleaner), and Kitchen Range (scrubbers, dishwash bars, kitchen wipes, drain cleaners). Products are sold at mass-market price points through the company's own website, major Indian e-commerce marketplaces, and offline retail channels.

Product overview

Good Home is a home care brand under TTK Healthcare offering a comprehensive portfolio of household cleaning and fragrance products organized into three main categories: Fragrance Range (Air Fresheners, Aroma Perfumed Air Fresheners, Aroma Gel Perfumed Air Fresheners, Odour Removers, Room Fresheners), Cleaning Range (Brooms, Floor Wipers, Glass and Multi Surface Cleaner, Floor Mops, Pocha Cloth, Toilet Brushes), and Kitchen Range (Dishwash Bar, Drain Cleaner, Kitchen Wipes, Kitchen Wiper, Scrubbers). The products are positioned for everyday home maintenance focusing on quality, innovation, convenience, and value for money.

Differentiator

Problem solved

Functional benefit

Brands

• Good Home: Main brand for home care products including fragrances, cleaning tools, and kitchen products.

Products and services

• Air Fresheners Air fresheners available in Floral, Rose, Lavender, and Jasmine variants and combo packs, providing long-lasting fragrance for up to 45 days using air diffusion technology for Indian households.
• Aroma Perfumed Air Fresheners Premium air fresheners with 80% fragrance concentration featuring international fragrances including Jasmine (Switzerland), Lavender (France), Rose (Bulgaria), and Lemon (Italy). Lasts up to 30 days with tear-resistant SBP membrane packaging and MVT technology.
• Aroma Gel Perfumed Air Fresheners Gel-based air fresheners featuring CFR (Control Fragrance Release) technology with 90% fragrance concentration. Available in Tangy Orange (Brazil), Luscious Strawberry (Germany), Aqua Lotus (Australia), and Sweet Watermelon (Morocco) variants. Lasts up to 30 days.
• Odour Removers Odour elimination products using AromaGuard Technology that neutralizes odours at source through neutralization, odour modification, de-odourization, and counter-reactive mechanisms. Available in Aqua, Memories of Spring, and Citrus Unwind variants.
• Room Fresheners Spray room fresheners with non-water-based formula providing instant freshness in 5 seconds. Available in 11 variants including Floral, Rose, Lavender, Jasmine, Lemon, Sandal, Rustic Rain, Lemon Grass, and three Special Editions.
• Brooms Brooms for floor cleaning including Neo Zero Dust Broom (3X durable, zero dust), Kharata Broom, Champ Broom, and Supreme Grass Broom, designed for Indian household floor surfaces.
• Floor Wiper Floor wipers for effective cleaning and drying on various surfaces including wood, tiles, marble, glass, and concrete. Available in Alpha, Alpha Plus, and Alpha Pro variants featuring durable foam construction.
• Glass and Multi Surface Cleaner Glass cleaner with biodegradable surfactants and hydrotropic properties ensuring streak-free shine. Features germ protection formula and rose fragrance, removing stubborn dirt and stains while being free from harsh chemicals.
• Floor Mops Mops for cleaning all types of floors including Nova Microfiber Twist Mop, Nova Clip And Fit Mop, Nova Bottle Cotton Mop, and Nova Poly Cotton Deck Mop, for diverse Indian household floor cleaning needs.
• Pocha Cloth Pro Shine Floor Cleaning Cloth Pocha with Steel Infused Scrubby strip for stain removal. Made from super absorbent heavy-duty cotton, suitable for marble, wooden, ceramic tiles, and granite floors with quick-drying capability.
• Toilet Brushes Ergonomically designed toilet brushes with dual angular bristles for deeper cleaning. Includes Turbo Prime Advanced Silicone Toilet Brush and Turbo Double Hockey Toilet Brush, suitable for Indian and Western toilets.
• Dishwash Bar Activ Dishwash Bar tough on grease and stains while gentle on hands. Features anti-odour lime and anti-bacterial neem properties, with a long-lasting formula suitable for steel utensils and non-stick cookware.
• Drain Cleaner Unblox Drain Cleaner fast-acting powder formula that clears clogs within 30 minutes. Removes grease, food residue, hair, and soap scum while killing germs, safe for PVC, metal, and standard household pipes.
• Kitchen Wipes Sponge Wipe made from advanced cellulose fibers imported from Germany. Absorbs 20x more water, 100% biodegradable, effective on grease and grime on kitchen platforms, dining tables, sinks, and utensils.
• Kitchen Wiper Alpha Pro Nano Kitchen Wiper with TPE blade for streak-free cleaning on countertops, tabletops, and glass surfaces. Tapered design sits flat on any surface with durable and ergonomic handle.
• Scrubbers Kitchen scrubbers available in 8 variants including Ultra, Regular Large, Xtra Tough, 2 In 1 Handy, Steel + Scrubber Combo, Duo Power, Stainless Steel, and Tough, designed for various Indian cooking residue and utensil types.

Quantifiable outcome

• Air fresheners last up to 45 days (75g) and 30 days (50g)
• +4 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Reckitt Benckiser India: Reckitt Benckiser India holds dominant share in Indian home hygiene with Harpic, Lizol, Dettol, and Air Wick. While operating across more premium positioning and significantly broader portfolio, Reckitt directly competes with Good Home in toilet cleaning, floor cleaning, and air freshening.
• Hindustan Unilever Limited: HUL is India's largest FMCG company with home care brands including Vim (dishwash), Cif (cleaners), and Domex (toilet cleaners). HUL's vast distribution and marketing scale make it the dominant incumbent that Good Home benchmarks against in kitchen and surface cleaning categories.
• ITC Limited: ITC's personal care and home care portfolio (including Fiama, Vivel, and stationery-adjacent hygiene brands) competes for Indian household wallet share. While ITC's strongest overlap is in mass-market FMCG distribution and Indian household targeting, the company is a broad incumbent peer rather than direct category specialist.
• Henkel India: Henkel operates in Indian home care with brands like Mr. White (detergent) and is expanding in surface cleaners. As a multinational with Indian operations and overlapping cleaning product categories, Henkel is a broad incumbent peer for Good Home.
• P&G India: P&G India competes in air care through Ambi Pur and in household cleaning with broader portfolio brands. Its multinational scale and modern trade relationships position it as a broad incumbent peer in fragrance and cleaning categories overlapping with Good Home.

Direct peers

• Godrej Consumer Products: Godrej Consumer Products operates in Indian home care with brands like aer (air freshener), Ezee (detergent), and Godrej Expert (cleaning). Both companies share Indian mass-market positioning, multi-category home care portfolios, and emphasize product innovation, making Godrej a highly comparable peer.
• Patanjali Ayurved: Patanjali offers an Indian mass-market home care range including dishwash bars, floor cleaners, and natural cleaning products at affordable price points. Its positioning around natural/ayurvedic formulations and aggressive value pricing makes it a direct competitor to Good Home in price-sensitive Indian household segments.
• Dabur India: Dabur is a leading Indian FMCG company with overlapping home care offerings including Odonil (air freshener), Odopic (dishwash), and Sanifresh (toilet cleaner). Both companies target Indian households with mass-market, affordable positioning across fragrance and cleaning categories, making Dabur Good Home's most direct domestic peer.

Others

• 3M India: 3M India supplies cleaning products and tools through its consumer business, including Scotch-Brite scrubbers. While positioned more premium and global, 3M's cleaning product lines overlap with Good Home's scrubbers and cleaning tools category, making it an adjacent ecosystem peer rather than direct competitor.

Emerging players

• Cello Group: Cello Group is an Indian houseware brand expanding into cleaning tools, brooms, mops, and household products at mass-market price points. Its growing cleaning range and Indian retail footprint overlap directly with Good Home's Cleaning Range and Kitchen Range categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/goodhomettk
• YouTubeyoutube.com/@GoodHomeIndia-TTK
• Facebookfacebook.com/goodhomettk
• LinkedInlinkedin.com/company/ttk-healthcare-limited
• Instagraminstagram.com/goodhomettk

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good Home