The biggest brand on every Amazon India shelf we have measured
The most dominant brand on any Amazon India shelf impuls8 has measured is Safari, with 51.7% of luggage money; the least dominant leader is Dot & Key, with 9.1% of sunscreen (August to November 2026).
The largest brand on each shelf
| Shelf | Largest brand | Its share | Shelf sales a year | Read |
|---|---|---|---|---|
| Luggage | Safari | 51.7% | ₹202.0 crore | 3 Oct 2026 |
| Men's innerwear | Jockey | 48.2% | ₹187.5 crore | 2 Sep 2026 |
| Coffee | Nescafé | 39.1% | ₹152.6 crore | 13 Oct 2026 |
| Menopause care (a menopause search) | Centrum | 35.3% | ₹35.0 crore | 6 Oct 2026 |
| Women's innerwear | Jockey | 30.7% | ₹84.0 crore | 3 Sep 2026 |
| Air purifiers (room) | Coway | 29.7% | ₹472.2 crore | 2 Nov 2026 |
| Tea | Tata Tea | 27.3% | ₹96.1 crore | 2 Sep 2026 |
| Colour cosmetics | Maybelline | 23.6% | ₹287.5 crore | 5 Sep 2026 |
| Hair oil | Parachute | 23.5% | ₹153.3 crore | 25 Oct 2026 |
| Baby skincare | Cetaphil | 21.9% | ₹97.9 crore | 17 Aug 2026 |
| Fragrance | Bella Vita | 20.2% | ₹216.6 crore | 12 Oct 2026 |
| Audio | Sony | 18.1% | ₹2,869.4 crore | 31 Oct 2026 |
| Pet food | Royal Canin | 17.9% | ₹212.2 crore | 16 Oct 2026 |
| Protein powder | MuscleBlaze | 14.9% | ₹449.1 crore | 5 Oct 2026 |
| Vitamins and supplements | Carbamide Forte | 11.8% | ₹991.3 crore | 4 Nov 2026 |
| Nail care | Lakmé | 10.8% | ₹16.7 crore | 26 Oct 2026 |
| Glutathione and skin brightening | NICONI | 10.8% | ₹309.9 crore | 22 Oct 2026 |
| Sunscreen | Dot & Key | 9.1% | ₹197.3 crore | 19 Aug 2026 |
Share of that shelf's Amazon India money held by its largest brand, by brand name as the buyer sees it.
See the leader's neighbours: impuls8 lists the brands in each category with their prices, launch dates and search trend.
Browse the brands on impuls8 →Key figures
- Safari holds the largest share of any shelf: 51.7% of luggage money on Amazon India.
- On 7 of 18 shelves the largest brand holds a quarter of the money or more.
- Dot & Key leads sunscreen with only 9.1%: the least concentrated shelf by its leader.
Read each shelf
- Audio: ₹2,869.4 crore a year, read 31 Oct 2026
- Vitamins and supplements: ₹991.3 crore a year, read 4 Nov 2026
- Air purifiers (room): ₹472.2 crore a year, read 2 Nov 2026
- Protein powder: ₹449.1 crore a year, read 5 Oct 2026
- Glutathione and skin brightening: ₹309.9 crore a year, read 22 Oct 2026
- Colour cosmetics: ₹287.5 crore a year, read 5 Sep 2026
- Fragrance: ₹216.6 crore a year, read 12 Oct 2026
- Pet food: ₹212.2 crore a year, read 16 Oct 2026
- Luggage: ₹202.0 crore a year, read 3 Oct 2026
- Sunscreen: ₹197.3 crore a year, read 19 Aug 2026
- Men's innerwear: ₹187.5 crore a year, read 2 Sep 2026
- Hair oil: ₹153.3 crore a year, read 25 Oct 2026
- Coffee: ₹152.6 crore a year, read 13 Oct 2026
- Baby skincare: ₹97.9 crore a year, read 17 Aug 2026
- Tea: ₹96.1 crore a year, read 2 Sep 2026
- Menopause care (a menopause search): ₹35.0 crore a year, read 6 Oct 2026
- Nail care: ₹16.7 crore a year, read 26 Oct 2026
How we measured
Every shelf is Amazon India sales: the "bought in past month" figure at its lower bound, times the price, times twelve, for every badged listing on the searches or categories that define the shelf. Each shelf was read on its own date between August and November 2026, several of them during Amazon's festive sale, and each is its own market: no figure here is added across shelves. Owner groups are researched by hand; a brand we could not trace stays unconfirmed. "Indian D2C" means independent Indian D2C brands; brands a larger company has bought are counted apart.
Questions people ask
Which brand sells the most luggage on Amazon India?
Safari, with 51.7% of the shelf's Amazon India sales, on impuls8's read of 3 Oct 2026.
Which brand sells the most men's innerwear on Amazon India?
Jockey, with 48.2% of the shelf's Amazon India sales, on impuls8's read of 2 Sep 2026.
Which brand sells the most coffee on Amazon India?
Nescafé, with 39.1% of the shelf's Amazon India sales, on impuls8's read of 13 Oct 2026.
Which brand sells the most menopause care on Amazon India?
Centrum, with 35.3% of the shelf's Amazon India sales, on impuls8's read of 6 Oct 2026.
Which brand sells the most women's innerwear on Amazon India?
Jockey, with 30.7% of the shelf's Amazon India sales, on impuls8's read of 3 Sep 2026.
Which brand sells the most room air purifier on Amazon India?
Coway, with 29.7% of the shelf's Amazon India sales, on impuls8's read of 2 Nov 2026.
Source: impuls8 (impuls8.com), 18 Amazon India shelf reads, 17 Aug 2026 to 4 Nov 2026.
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