Fabric softener (also called fabric conditioner) is a conditioner used to prevent static cling and make fabric softer. It is available as a liquid, crystals, and dryer sheets and is used to both soften fabric and prevent static cling during drying. The first fabric softeners were developed by the textile industry during the early twentieth century. A typical cotton softener consisted of seven parts water, three parts soap, and one part olive, corn, or tallow oil. With advances in organic chemistry, new compounds were created that could soften fabric more effectively. These improved formulations soon found their way into the commercial market. In the late 1970s manufacturers found a way to deliver fabric softening benefits in a dryer sheet format. These sheets provide some of the benefits of fabric softeners but give the added convenience of being able to be added in the dryer instead of the washer rinse cycle. However, while dryer sheets are very popular today, liquid softeners are still widely used because they are more effective. Softening agent additives Textile softening agents are classified according to their ionic character. With a few exceptions, they mainly consist of fatty acid amine condensation products. The purpose of adding ‘fabric softeners’ at the end of the washing process is to neutralize the very small amounts of detergents left in the textiles and thus prevent static electricity. The simplest way to inactivate any detergents left in the fabric is to neutralize the pH to between 6.5 and 7.5 through addition of a small amount of acetic acid. Through this method, the activity of the alkali and surfactants is eliminated. Uses and Applications Nonionic softeners do not carry any electrical charge and therefore do not possess any distinctive substantivity. Thus nonionic softeners are perfect for finishing optically brightened high-white articles. Cationic softeners show the best soft handle and are therefore used for household articles as well as for industrial articles. The only problem is the in-compatibility with anionic auxiliaries (optical brighteners, dyeing auxiliaries) as well as their tendency to yellow in comparison with non-ionic products. Cationic softeners are mainly used for coloured textile substrates. Formulations based on amphoteric substances are usually used for special products of certain applications. Pseudo-cationic softeners can be used on white fabrics still having a good affinity and about the same soft handle as cationic products, providing that the drying temperature or condensation or thermo fixation is not too high. Textile softeners give synthetic fibres a certain degree of natural feeling and improve the handling properties through secondary effects (antistatic, smoothness, moisture regulation etc.). Market Survey Features of the softening agent chemistry Textile softeners are usually marketed as water emulsions with a solid content between 15 and 25%. Fabric softeners, also called as fabric conditioners, represent the fastest growing segment in the laundry products market. Demand for fabric softeners and other laundry products are dependent upon consumer needs and income levels. European countries, United States, and Asia-Pacific regions are the largest markets globally, as stated by the new market research report on Fabric Softeners and Conditioners. The market for fabric softeners is highly consolidated. Unilever and Procter & Gamble account for a major share in the global market. The demand for detergents has been growing at an annual growth rate of 10 to 11 per cent during the past five years. At present, the size of the Indian FMCG market is estimated to be Rs 125,000 crore and is growing at the rate of 12 per cent yearly. According to an industry reports, the sector is expected to grow by up to 17 per cent annually to touch Rs 400,000 crore by 2020. Hindustan Unilever was the leading player in laundry care in past years, holding a 39% value share. Consumers are also expected to upgrade from economy to mid-priced brands and from mid-priced to premium brands. Scented variants in all categories are expected to be introduced to attract consumers. Liquid laundry detergents, on the other hand, are not expected to substantially increase its share in laundry detergents, unless a national player follows the conventional retail route to expand the category.