The D2C Candle Market in India: Size, Top Brands, Pricing, & More
This is an analysis using a dataset of 82,881 total live D2C Shopify stores operating in India, 70,164 of which have a product catalogue we could read. We found 1,265 stores that sell candles in some capacity, and 31,397 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 the Merchant Data API. You can use it to programmatically get 30+ data points on Indian D2C brands: products & pricing, contact information, tech stack, and more.
Last updated: September 2026.
D2C candles market overview
1 in every 55 Indian D2C stores on Shopify sells candles: 1,265 stores, 1.8% of the 70,164 whose catalogues we read. 335 of them (27%) are candles specialists, where candles is the largest product line or at least a quarter of the range. The other 930 sell candles next to something else, most often dinnerware & serveware (133), lighting & lamps (53), sculptures, statues & idols (53), wall art & posters (42).
The 57 specialist brands with measurable branded demand draw 40,018 branded searches a month between them, and the top 10 take 74% of that.
Activity in the last 90 days
Candle specialists listed 8,297 new products in the 90 days running up to this article's last update (11 September 2026). Any specialist candles brand that launched something new, on average, added 46 products.
Examples of brands recently adding new products
EKAM listed 31 new candles products in the last 90 days. Examples:
Goodmelts listed 6 new candles products in the last 90 days. Examples:
Seva Home listed 15 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 | EKAM | Mangaluru | 9,706 | 35 |
| 2 | Nilkamal Homes | Mumbai | 5,693 | 36 |
| 3 | Pure Home Living | Gurugram | 2,893 | 32 |
| 4 | Goodmelts | Bengaluru | 2,706 | 14 |
| 5 | stotodo | Mumbai | 2,240 | 27 |
| 6 | Seva Home | Jaipur | 1,960 | 13 |
| 7 | DOFT Candles | Dujana | 1,400 | 12 |
| 8 | Soul & Scents | Vasai | 1,120 | 6 |
| 9 | Asian Aura | Delhi | 1,120 | 1 |
| 10 | Amour by Anjali | Delhi | 746 | 20 |
Candle pricing in D2C India
The median price of candles is ₹761 a product, counting each store once and taking the lowest price each product is listed at. Half of stores' median prices sit between ₹400 and ₹1,450.
Price a candle
Where the title states the pack size (21% of products), the median price is ₹233 a candle. Half of stores' medians sit between ₹100 and ₹529 a candle.
Price by kind of candles
| Kind | Stores | Median price | Median price a candle |
|---|---|---|---|
| Scented | 203 | ₹599 | ₹200 |
| Gift sets | 172 | ₹999 | ₹394 |
| Tealights and votives | 165 | ₹770 | ₹174 |
| Soy wax | 115 | ₹550 | ₹241 |
| Pillar and taper | 101 | ₹750 | ₹338 |
| Jar candles | 86 | ₹613 | ₹192 |
Example products
Lower end, around ₹61 a candle
Around the median, ₹233 a candle
Higher end, around ₹1,005 a candle
What Indian candles brands also sell
25% of candles specialists sell candles and nothing else. The rest carry at least one other line: gift hampers & boxes for 24% of them, festive & pooja decor for 17%.
Examples of what else candles brands sell
DOFT Candles also sells gift hampers & boxes. Examples:
Floral Art by Nandini also sells festive & pooja decor. 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 14.4% of candles sellers against 9.2% of all stores.
| State | Candle sellers | % of candles sellers | % of all stores |
|---|---|---|---|
| Delhi | 230 | 18.4% | 13.8% |
| Maharashtra | 208 | 16.7% | 17.5% |
| Uttar Pradesh | 180 | 14.4% | 9.2% |
| Haryana | 128 | 10.3% | 7% |
| Karnataka | 118 | 9.5% | 7.9% |
| Rajasthan | 112 | 9% | 6.5% |
| Gujarat | 62 | 5% | 9.9% |
| West Bengal | 39 | 3.1% | 3.1% |
Cash on delivery
37.5% of candles sellers offer cash on delivery (always or with conditions), against 39.8% of all stores. Among candles specialists it is 28.4%.
| Brand | COD | What the store says | Source |
|---|---|---|---|
| Nestasia | Yes | We also provide Cash on Delivery payment option**. | /pages/shipping |
| Haus & Kinder | Yes | We Offer Flexible payment options like Cash on Delivery or Pre - Payment with Credit Cards, Debit Cards, Mobile Wallets or NetBanking. | /pages/shipping-delivery |
| Weaving Homes | Yes | Cash on Delivery available | / |
| Soul & Scents | Conditional | COD less than Rs.399 - it is Rs.150/ | /pages/shipping-cancellation |
| Mason Home | Conditional | A flat charge of Rs.60 will be added irrespective of a Prepaid / COD order. | /pages/shipping-delivery |
| ellementry | Conditional | We give the option of Cash on Delivery for selected pin codes. | /pages/shipping-returns |
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 | 612 | 48.4% | 46.1% |
| Shiprocket | 362 | 28.6% | 23.7% |
| Instafeed | 334 | 26.4% | 17.6% |
| Microsoft Clarity | 171 | 13.5% | 11.7% |
| GoKwik | 129 | 10.2% | 10.3% |
| SendWILL | 99 | 7.8% | 4.7% |
| Razorpay Magic Checkout | 85 | 6.7% | 6% |
| Avada SEO | 79 | 6.2% | 4.2% |
| Shiprocket Checkout (Fastrr) | 79 | 6.2% | 9.5% |
| Klaviyo | 74 | 5.9% | 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 (1432 products), The Lilith Store (649 products) and Hosley (393 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 11 September 2026. All of the data in this report is accessible via Merchant Data API, learn more here.