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Report Overview
The India sanitary napkin market was valued at USD 893.66 Million in 2025. The market is expected to grow at a CAGR of 6.30% during the forecast period of 2026-2035 to reach a value of USD 1646.28 Million by 2035. This growth is supported by increasing female participation in the workforce, improved income levels, and expanding health infrastructure.
The NFHS-5 survey conducted in 2024 showed that 77% of women aged 15-24 practice hygienic menstruation as opposed to 58% in NFHS-4. This is attributed to increasing retail expansion in Tier 2 and Tier 3 cities. Also, some new companies have come up with subscription based tailored biodegradable pads funded through angel and social impact funding. All these factors are enhancing accessibility and increasing growth in both core and niche products.
The steady growth of the India sanitary napkin market is in line with the growing concern of menstrual hygiene, urban migration, and policies facilitating subsidized sanitary products. After a four-year break, in March 2024, the government of Karnataka once again implemented the Shuchi scheme and subsidized sanitary napkins to 19 lakh adolescent girls. Along with other healthcare products, sanitary napkins serve a crucial function to women and girls of all ages, and the swift transformation of the napkin market in response to the growing demand is a positive shift.
2025
Base Year
2019-2025
Historical Period
2026-2035
Forecast Period
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The market is witnessing strong growth driven by increasing menstrual hygiene awareness, government schemes promoting sanitary products, rising female literacy, and expanding retail and e-commerce penetration, projected to boost demand.
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Sustainability is reshaping the sector, with rising adoption of biodegradable and organic sanitary pads, growth in reusable alternatives, and demand for ultra-thin, comfort-oriented designs, fueling innovation and attracting eco-conscious urban consumers.
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The market expansion is being driven by a competitive mix of global leaders, local startups, and subsidized public initiatives that are strengthening distribution across rural and semi-urban regions, enhancing product affordability and accessibility.
Competitive Landscape
The India sanitary napkin industry is competitive with multinational companies, local startups, and NGO-sponsored projects dominating the segment. P&G's Whisper and Johnson & Johnson's Stayfree remain leaders with strong distribution and brand value. Yet the market has transformed as socially responsible and environmentally friendly brands have entered for niche consumer segments. These players provide differentiated products like herbal, biodegradable, and organic pads with a premium pricing strategy.
Startups are using digital marketing and subscription platforms to create communities and drive engagement. Online sales and category growth were reported by brands, such as Nua, Carmesi, and Pee Safe. Regional and private-label brands, however, are competing on price points, penetrating underserved segments through offline health drives and pharmacy networks. Bio-based material research & development and strategic manufacturing alliances are on the rise. Certain companies are also putting money into rural awareness campaigns under their CSR efforts to establish brand presence. Pricing, sustainability, comfort, and access continue to be important areas of competition.
Procter & Gamble (Whisper)
Established in 1837, Procter & Gamble has its headquarters in Cincinnati, the United States. Its iconic sanitary napkin brand Whisper made a mark in India's market by introducing novel features such as the "ultra-thin" pad and odor controlling technology. The brand has constantly driven awareness campaigns to enhance menstrual hygiene in the nation.
Johnson & Johnson (Stayfree)
Johnson & Johnson, headquartered in New Jersey, the United States, since its founding in 1886, introduced Stayfree as a reliable Indian feminine hygiene brand. With its leak-proof, comforting pads, Stayfree has introduced breathable material and antimicrobial technology, further consolidating its lead among Indian consumers.
Unicharm India Pvt. Ltd. (Sofy)
Unicharm, established in 1961 in Tokyo, Japan, owns Sofy in India. Sofy is known for its high-tech absorbency system and ergonomic products designed to meet the needs of various consumers. Its innovative marketing and product excellence have contributed to the growth of its presence in urban and rural areas.
Carmesi
Incorporated in 2016 and based in Bangalore, India, Carmesi specializes in chemical-free and environmentally friendly menstrual products. Its innovations range from reusable cloth pads to biodegradable disposables, targeting environmentally conscious and health-focused consumers, and advocating for menstrual education through community outreach programs.
Other key players in the India sanitary napkin market are Nua, Saathi Pads, Azah, Pee Safe, Heyday and Niine Hygiene and Personal Care.
India Sanitary Napkin Market Report Snapshots
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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Key Questions Answered in the Report
In 2025, the market reached an approximate value of USD 893.66 Million.
The market is projected to grow at a CAGR of 6.30% between 2026 and 2035.
The key players in the market include Procter & Gamble (Whisper), Johnson & Johnson (Stayfree), Unicharm India Pvt. Ltd. (Sofy), Carmesi, Nua, Saathi Pads, Azah, Pee Safe, Heyday and Niine Hygiene and Personal Care.
Core strategies include raising awareness about menstrual hygiene, increasing access to affordably priced products, promoting options that are biodegradable and reusable, using government and non-government organization initiatives, improving access through e-commerce and brick-and-mortar stores, and educating and marketing to urban and rural residents.
Some of the main challenges include high product costs which limit access, cultural stigma around menstruation, lack of awareness in rural areas, access to distribution, the prevalence of competition from traditional products that are low-cost, and negative environmental implications of plastic used in disposable pads pose challenges to large-scale uptake of more sustainable options.
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