The D2C Candle Market in India: Size, Top Brands, Pricing, & More
This is an analysis using a dataset of 72,203 total live D2C Shopify stores operating in India. We found 1,248 stores that sell candles in some capacity, and 33,860 total live products.
In this research, we walk through the market size, some brands in this niche, pricing info, and more.
All of the data here comes from Merchant Data. You can use its API or web UI to get 30+ data points on Indian D2C brands: products & pricing, contact information, tech stack, and more.
Last updated: November 2026.
D2C candles market overview
1 in every 58 Indian D2C stores on Shopify sells candles: 1,248 stores, 1.7% of the 72,203 we track. 339 of them (27%) are candles specialists, where candles is the largest product line or at least a quarter of the range. The other 909 sell candles next to something else, most often dinnerware & serveware (109), lighting & lamps (60), sculptures, statues & idols (57), wall art & posters (47).
The 72 specialist brands with measurable branded demand draw 52,240 branded searches a month between them, and the top 10 take 73% of that.
Activity in the last 90 days
Candle specialists listed 9,526 new products in the 90 days running up to this article's last update (22 October 2026). Any specialist candles brand that launched something new, on average, added 47 products.
Examples of brands recently adding new products
EKAM listed 22 new candles products in the last 90 days. Examples:
IRIS listed 10 new candles products in the last 90 days. Examples:
The Lilith Store listed 8 new candles products in the last 90 days. Examples:
Top D2C brands selling candles in India
The ten most searched-for candles specialists on Shopify, ranked by branded searches a month in India.
| # | Brand | HQ city | Branded searches / month | Ahrefs DR |
|---|---|---|---|---|
| 1 | EKAMBrands like EKAM → | Mangaluru | 11,386 | 35 |
| 2 | Nilkamal Homes | Mumbai | 8,120 | 36 |
| 3 | Koparo Clean | Delhi | 5,880 | 35 |
| 4 | Pure Home Living | Gurugram | 3,453 | 32 |
| 5 | Goodmelts | Bengaluru | 2,893 | 14 |
| 6 | DOFT Candles | Dujana | 2,333 | 12 |
| 7 | Misa Candles | Mumbai | 1,120 | 22 |
| 8 | Soul & Scents | Vasai | 1,120 | 6 |
| 9 | Boholette | Noida | 1,026 | 0 |
| 10 | Serenity Flames | Bhadohi | 746 |
Candle pricing in D2C India
The median price of candles is ₹799 a product, counting each store once and taking the lowest price each product is listed at. Half of stores' median prices sit between ₹449 and ₹1,540.
Price a candle
Where the title states the pack size (19% of products), the median price is ₹269 a candle. Half of stores' medians sit between ₹119 and ₹519 a candle.
Price by kind of candles
| Kind | Stores | Median price | Median price a candle |
|---|---|---|---|
| Scented | 157 | ₹600 | ₹200 |
| Gift sets | 137 | ₹1,100 | ₹398 |
| Tealights and votives | 133 | ₹799 | ₹198 |
| Soy wax | 83 | ₹600 | ₹239 |
| Jar candles | 78 | ₹687 | ₹194 |
| Pillar and taper | 78 | ₹799 | ₹338 |
Example products
Lower end, around ₹64 a candle
Around the median, ₹269 a candle
Higher end, around ₹1,201 a candle
What Indian candles brands also sell
29% of candles specialists sell candles and nothing else. The rest carry at least one other line: gift hampers & boxes for 27% of them, perfume & fragrance for 15%.
Examples of what else candles brands sell
DOFT Candles also sells gift hampers & boxes. Examples:
EKAM also sells perfume & fragrance. Examples:
Pure Home Living also sells dinnerware & serveware. Examples:
More data on Indian candles brands
Geography
Delhi, Mumbai and Bengaluru are home to the most candles sellers. Uttar Pradesh stands out: it has 14.9% of candles sellers against 9% of all stores.
| State | Candle sellers | % of candles sellers | % of all stores |
|---|---|---|---|
| Delhi | 225 | 18.3% | 13.9% |
| Maharashtra | 202 | 16.4% | 17.7% |
| Uttar Pradesh | 183 | 14.9% | 9% |
| Haryana | 119 | 9.7% | 6.9% |
| Rajasthan | 116 | 9.4% | 6.5% |
| Karnataka | 115 | 9.3% | 7.9% |
| Gujarat | 63 | 5.1% | 10% |
| Tamil Nadu | 34 | 2.8% | 6.8% |
Cash on delivery
39.1% of candles sellers offer cash on delivery (always or with conditions), against 40.6% of all stores. Among candles specialists it is 28.3%.
| Brand | COD | What the store says | Source |
|---|---|---|---|
| The Fragrance People | Yes | However, cash on delivery charges are applicable. | thefragrancepeople.com/products/elephant-deco-candle-large-1 |
| Haus & Kinder | Yes | We Offer Flexible payment options like Cash on Delivery or Pre - Payment with Credit Cards, Debit Cards, Mobile Wallets or NetBanking. | hausandkinder.com/pages/shipping-delivery |
| Living Shapes | Yes | In case of COD (Cash on Delivery) order, the refund will be made only in the form of credit coupon of the same value. | livingshapes.in/pages/return-replacement |
| Pure Home Living | Conditional | COD option is eligible on total order value under INR 4,000. | purehomeandliving.com/pages/faqs |
| Soul & Scents | Conditional | COD less than Rs.399 - it is Rs.150/ | soulandscents.com/pages/shipping-cancellation |
| Seva Home | Conditional | COD is available only on select serviceable pin codes within India and is subject to courier partner serviceability. | sevahome.in/policies/shipping-policy |
How Indian D2C brands handle cash on delivery: the full report
Shopify apps
The most installed apps among candles sellers, with the same figure for all stores.
| App | Candle sellers | % of candles sellers | % of all stores |
|---|---|---|---|
| Judge.me | 616 | 49.4% | 45.7% |
| Shiprocket | 353 | 28.3% | 23.5% |
| Instafeed | 319 | 25.6% | 17.7% |
| Microsoft Clarity | 177 | 14.2% | 12% |
| GoKwik | 126 | 10.1% | 10.4% |
| SendWILL | 95 | 7.6% | 4.7% |
| Razorpay Magic Checkout | 90 | 7.2% | 6.1% |
| Shiprocket Checkout (Fastrr) | 81 | 6.5% | 9.6% |
| Avada SEO | 78 | 6.2% | 4.1% |
| Klaviyo | 72 | 5.8% | 4.3% |
Catalogue size
Here's the breakdown of the "catalogue depth" among these candles brands.
The biggest candles ranges belong to Pure Home Living (1467 products), The Lilith Store (655 products) and Asian Aura (344 products).
Methodology
For this report, we used confirmed live Shopify stores only. We considered that a store counts as "selling candles" if its catalogue lists at least three live candles products, or a candles collection with at least three products. We only took pricing from stores that price in rupees. The last article update was 22 October 2026. All of the data in this report is accessible via Merchant Data's API or web UI, learn more here.