India Sanitary Napkin Market Report and Forecast 2024-2032

India Sanitary Napkin Market Size

The market size of sanitary napkins in India reached a value of nearly INR 10,297.95 crore in 2023. The market is projected to grow at a CAGR of 16.9% between 2024 and 2032 and reach around INR 42,127.30 crore by 2032.

India Sanitary Napkin Market Outlook

• Government schemes such as the Menstrual Hygiene Scheme and the Rashtriya Kishor Swasthya Karyakram, set out by the central government have been aiding in promoting menstrual hygiene in the country.

• The Procter & Gamble Company, Urban Essentials Private Limited, and Lagom Labs Private Limited are a few of the major companies in the India sanitary napkin market.

• The growing trend of sustainability and the concerns regarding waste disposal in India are leading to an increase in the number of startups offering biodegradable or reusable sanitary napkins.

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India Sanitary Napkin Market Growth

The changing perception of menstruation, once considered taboo in Indian society, has boosted the demand for sanitary napkins in the country. In 2022, the literacy rate among women in India accounted for 77%. Hence, improving literacy rates and reducing stigma around menstruation aid the demand for India sanitary napkin market.

The increasing awareness of poor menstrual hygiene-related diseases like fungal infections, reproductive tract infections, and STDs, among others, is supporting the adoption of sanitary napkins to promote women's health and safety. Additionally, the increasing availability of sanitary napkins on e-commerce platforms has improved their convenience and accessibility while enhancing brand recognition and sales. Reportedly, India’s e-commerce sector is booming and is expected to reach USD 200 billion by 2026.

Key Trends and Recent Developments

Government initiatives promoting menstrual hygiene and growing e-commerce sector in India are increasing the India sanitary napkin market value.

March 2023

Ernakulam district jail in Kerala established a production unit for sanitary napkins, marketed under the brand name "Freedom Care" at an affordable price.

January 2023

The Brihanmumbai Municipal Corporation (BMC) revealed its initiative to deploy 5,000 sanitary napkin vending machines throughout Mumbai, which presents India sanitary napkin market opportunities.

December 2022

Dabur India strategically entered the women's personal hygiene sector with the launch of Fem Ultra Care Sanitary Napkins, exclusively available for online purchase.

Government initiatives promoting menstrual hygiene

Government schemes such as the Menstrual Hygiene Scheme and the Rashtriya Kishor Swasthya Karyakram have been promoting menstrual hygiene in India, boosting the growth of India sanitary napkin market.

Rising popularity of biodegradable sanitary napkins

The growing eco-consciousness among consumers has surged the preference for biodegradable sanitary pads made from bamboo and banana fibres, which are inexpensive, healthy, and eco-friendly.

Growing adoption of extremely thin and convenient sanitary pads

With a rising number of women engaging in fitness activities, they support the use of extremely thin and convenient sanitary pads that provide them comfort while exercising or jogging.

Increasing availability of sanitary napkins on e-commerce

Sanitary napkins have been widely available on e-commerce platforms, which has increased Indian sanitary napkin brands recognition and accessibility.

Growing urbanisation and rising consumer awareness regarding menstrual health

Growing urbanisation is leading to greater recognition of the significance of menstrual hygiene. As a result, the adoption of pads among women is increasing.

India Sanitary Napkin Market Trends

India has been a global leader in action on menstrual hygiene, with strong government leadership as well as awareness spread by non-governmental organisations (NGOs). The distribution of affordable sanitary napkins to adolescent girls and women in rural areas also supports the sanitary napkins demand.

Furthermore, rising environmental concerns support the adoption of biodegradable sanitary pads made from inexpensive bamboo and banana fibres. India, with its abundant supply of bamboo and bananas, offers strong support for biodegradable pads manufacturers by providing them with the necessary raw materials. The necessity to frequently change pads to prevent bacterial growth, maintain hygiene, and prevent odour as well as accidental leaks, further supports the demand for sanitary napkins and hence, expands sanitary napkin market share in India.

Industry Outlook

According to World Bank, 121 million Indian women use sanitary napkins. This steady increase highlights the growing engagement of women in the Indian labour market, reflecting improvements in gender inclusion and economic opportunities for women over the years. The increasing number of working women in the country is a key factor supporting the growth of the India sanitary napkins industry as sanitary pads provide convenience. According to the Ministry of Women and Child Development, in India, the most notable growth was observed between 2019-20 and 2020-21, and the trend continued upwards, reaching its peak at 37.0% in 2022-23. This data underscores the positive strides being made toward higher female labour force participation in India.

Sanitary Napkins Industry Statistics in India

The increasing household incomes of the Indian population are increasing the adoption of sanitary napkins. According to People Research on India's Consumer Economy (PRICE), in 2020-2021, the rich category has the highest average household income of INR 35,77,000 and the highest savings of INR 6,06,000, indicating a substantial capacity to save after expenditures. The middle class, with an income of INR 9,25,000, saves INR 1,29,000 on average, showing a balanced proportion of income to savings. The Aspirers group, earning INR 2,56,000 annually, manages to save INR 26,000. Meanwhile, the Destitutes, despite an income of INR 73,000, end up spending more than they earn, with an average expenditure of INR 83,000, leading to minimal savings of INR 5,000. The presence of several government initiatives such as the Reproductive and Child Health Program, Eco Femme and My Pad are popularising the adoption of sanitary napkins in the country, significantly contributing to India sanitary napkins industry revenue.

As per World Bank, India is witnessing a rise in its female population, necessitating increased use of sanitary napkins. From 2018 to 2023, the female population percentage in India has shown a consistent pattern, reflecting broader demographic trends. In 2018, the female population constituted 48.3% of total population, 48.4% in 2019, continuing till 2023.

Online purchase of sanitary napkins is a key trend in India sanitary napkin market, driven by the increasing availability of smartphones and internet access. According to Internet and Mobile Association of India, internet users in India increased from 574 million in 2019 to 821 million in 2023. This growth is accompanied by a notable rise in internet penetration, reaching 55% in 2023. Urban internet users grew from 309 million in 2019 to 378 million in 2023, while rural users saw a significant increase from 264 million to 442 million during the same period. This trend reflects the expanding digital landscape in India, with rural areas catching up to urban regions in internet usage, driven by factors such as improved infrastructure, affordable data plans, and increased smartphone penetration.

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Factors Driving the India Sanitary Napkin Market Expansion

• Increased awareness about menstrual hygiene due to government initiatives, NGOs, and media campaigns.

• Large and growing female population, especially in urban areas, provides a substantial market base.

• Policies and programs like the Menstrual Hygiene Scheme providing subsidized sanitary napkins to girls and women is driving sanitary pads industry in India.

• Enhanced distribution channels, including e-commerce, making sanitary napkins more accessible.

Key Challenges Hindering the Growth of the India Sanitary Napkin Market

• Sanitary napkins are still relatively expensive for a significant portion of the population, particularly in rural areas.

• Persistent taboos and lack of education about menstruation in some regions limit market growth.

• Intense competition from both established brands and new entrants, including local and international players.

• Growing popularity of alternative menstrual hygiene products like menstrual cups and reusable cloth pads can influence India sanitary napkins demand forecast.

• Economic downturns can impact consumer spending on non-essential hygiene products.

• Stricter regulations on product safety and environmental impact could increase production costs.

Opportunities Driving the Future of the Market

• Development of eco-friendly and biodegradable sanitary napkins to address environmental concerns can positively impact India sanitary napkins demand growth.

• Significant growth potential in rural areas through increased education and affordable pricing.

• Expanding product lines to include menstrual cups, tampons, and reusable sanitary products.

• Companies can engage in CSR activities focused on menstrual hygiene education and free distribution of products in underserved areas.

India Sanitary Napkin Industry Segmentation

India Sanitary Napkin Market Report and Forecast 2024-2032 offers a detailed analysis of the market based on the following segments:

Market Breakup by Product:

• Disposable Menstrual Pads

• Biodegradable Menstrual Pads

Market Breakup by Distribution Channel:

• Supermarkets and Hypermarkets

• Pharmacies

• Convenience Stores

• Online

• Others

Market Breakup by Region:

• North India

• East and Central India

• West India

• South India

Disposable sanitary pads are expected to dominate the India sanitary napkin market share due to their wide availability and affordability

Disposable sanitary napkins have been witnessing high preference with the growing awareness of menstrual hygiene and government initiatives to distribute free pads to women. Additionally, the integration of pad vending machines at public toilets, schools, and airports further contributes to the market expansion of sanitary pads in India.

As per India sanitary napkins industry analysis, biodegradable sanitary napkins are gaining popularity as chemical, toxin-free, and sustainable menstrual hygiene solutions. Moreover, favourable government initiatives, like NABARD’s ‘My Pad My Right’, aimed at promoting the production of biodegradable pads while supporting the livelihood of rural women are expected to favour the market for sustainable sanitary napkins in the forecast period.

Competitive Landscape

Major players in the India sanitary napkin market are increasing their collaboration, partnership, and research and development activities to gain a competitive edge

The Procter & Gamble Company

Procter & Gamble Company, headquartered in the USA and founded in 1837, is a leading company in the consumer goods industry, providing superior quality and value to global consumers. The company provides an extensive range of sanitary napkin products within the feminine care product segment, marketed under the brand name Whisper.

Johnson and Johnson

Johnson & Johnson, along with its subsidiaries, is involved in various aspects of the healthcare industry, including researching, and developing products, manufacturing, and sales. The company offers sanitary napkins suitable for periods under its brands Carefree, Stayfree, and O.B., providing safe, comfortable, and effective solutions. Wide offering of sanitary pads has made the company a leading player in India sanitary napkin market.

Lagom Labs Private Limited

Headquartered in India and founded in 2016, the company provides a diverse range of sanitary napkin products, including Ultra-Thin Pads with Wings, Cramp Comfort Heat Patch, and Nua Multi-Purpose Pouch. Additionally, the company offers various other products across different segments, such as period and intimate care, skin care, and Project Prerna, among others.

Soothe Healthcare Private Limited

Headquartered in India and founded in 2012, the company prides itself on an extensive lineup of sanitary napkin products, renowned under the brand names Paree and Pariz.

Other key players in the India sanitary napkin market include Redcliffe Hygiene Private Limited, BellaPremier Happy HygieneCare Pvt. Ltd., Saathi Eco Innovations India Private Limited, Unicharm Corporation and Urban Essentials Private Limited, among others.

Key Competitors in the Market and Their Strategic Initiatives

Whisper (Procter & Gamble):

• Offers a wide range of sanitary napkins including ultra-thin pads, overnight pads, and pads for heavy flow.

• Strong advertising campaigns featuring celebrities and influencers to enhance brand visibility.

• Initiatives like ‘Whisper School Program’ to educate young girls about menstrual hygiene.

Stayfree (Johnson & Johnson):

• Offers a variety of sanitary pads, including Stayfree Secure, Stayfree Ultra-Thin, and Stayfree Dry-Max. Availability of various brands helps increasing the India sanitary napkin market revenue.

• Initiatives like ‘Stayfree Women for Change’ to promote menstrual hygiene awareness.

• Extensive distribution network ensuring availability in urban and rural areas.

Sofy (Unicharm):

• Includes Sofy Bodyfit, Sofy Antibacteria, and Sofy Cool sanitary napkins.

• Strong presence in both urban and rural markets with an emphasis on affordability.

• Unique product features such as antibacterial protection and cooling sensation.

Nua:

• Offers customizable sanitary napkin packs to meet individual needs.

• Strong online presence with direct-to-consumer sales model.

Key Competitive Dynamics Shaping the India Sanitary Napkin Market

• Ensuring high absorbency, comfort, and skin-friendliness to meet consumer expectations.

• Maintaining consistent quality to build and retain consumer trust.

• Offering products at various price points to cater to different income segments, including affordable options for price-sensitive consumers.

• Leveraging economies of scale to keep prices competitive, which can increase affordability in India sanitary napkin market.

• Building a robust distribution network that reaches both urban and rural markets.

• Expanding presence in traditional retail, pharmacies, and modern trade channels like supermarkets and hypermarkets.

• Strong branding and positive brand image help in establishing trust and loyalty among consumers.

• Investing in brand-building activities and marketing campaigns to increase brand visibility.

• Developing new and improved products, such as ultra-thin pads, overnight pads, and pads with advanced absorbency feature, which is influencing India sanitary napkin market dynamics and trends.

• Conducting educational campaigns to raise awareness about menstrual hygiene and the benefits of using sanitary napkins.

• Partnering with NGOs and government programs to promote menstrual hygiene education, particularly in rural areas.

• Utilizing various marketing channels, including digital marketing, social media, television, and print media, to reach a wide audience.

• Engaging in influencer marketing and collaborations with celebrities to boost brand appeal.

India Sanitary Napkin Market Analysis by Region

North India accounts for a major market share due to the installation of pad vending machines by the UP government. In October 2020, the Uttar Pradesh government announced the installation of sanitary pad vending and incinerator machines at 1,000 government-run girls’ intermediate colleges and high schools to promote hygienic and safe sanitary practices and reduce the high-school dropout rate of girls due to menstrual hygiene issues. Additionally, the expansion of the sanitary napkin production plant in this region further drives India sanitary napkin market.

East India districts like Purnia in Bihar are installing period Hygiene Management (MHM)-friendly toilets with sanitary pads (following its 2022 approval) as Bihar has poor awareness of and limited accessibility to safe period hygiene products. Additionally, NABARD opened a sanitary pad production facility at Aalubari, Namsai, Arunachal Pradesh, in August 2021.

In West India, governments are funding the installation of sanitary pad vending and disposal machines for schools (like in Gujarat), focusing to eradicate social taboo and stigma associated with menstruation, and raising awareness about the proper disposal of menstrual waste. In May 2022, the Maharashtra government announced a scheme to provide 10 sanitary napkins at INR 1 for women belonging to self-help groups and below the poverty line as an endeavour to enhance menstrual hygiene. This also enhanced the overall outlook of the India sanitary napkin market. Similarly, in South India, in February 2021, the Chennai Metro Rail Limited, along with Geo India Foundation and Rotary Club, installed vending machines to provide free sanitary napkins across its 39 metro stations and support the menstrual hygiene of women passengers.

Figure: List of Sanitary Napkins Distribution under the Menstrual Hygiene Scheme to Girls of Age 10-19 years by State, 2021-22 (Number of Girls)

Key Highlights of the Report

India Sanitary Napkin Market Report Snapshots

Indian Sanitary Napkin Market Size

Indian Sanitary Napkin Market Growth

Indian Sanitary Napkin Market Trends

Indian Sanitary Napkin Market Regional Analysis

Indian Sanitary Napkin Companies