Indian Sanitary Napkin Market Share, Size, Growth, Analysis: By Product: Disposable Menstrual Pads, Biodegradable Menstrual Pads; By Distribution Channel: Supermarkets and Hypermarkets, Pharmacies, Convenience Stores, Online, Others; Regional Analysis; Market Dynamics: SWOT Analysis; Competitive Landscape; 2024-2032

Indian Sanitary Napkin Market Outlook

The Indian sanitary napkin market size 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.

Key Takeaways

• 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 Indian 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.

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 Indian sanitary napkin market expansion.

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.

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Key Trends and Developments

Government initiatives promoting menstrual hygiene; the rapidly growing e-commerce sector in India; the growing demand for biodegradable sanitary napkins; and the surging preference for thin and innovative sanitary napkins are aiding the Indian sanitary napkin market growth

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.

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.

September 2022

Niine Private Limited, a prominent sanitary napkin manufacturer, unveiled its ambitious investment plan of INR 500 crore over the next five years to tap into the underpenetrated domestic menstrual hygiene market.

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 adoption of sanitary napkins.

Increasing availability of sanitary napkins on e-commerce

Sanitary napkins have been widely available on e-commerce platforms, which has increased brand recognition and accessibility.

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.

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.

Indian 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 demand for sanitary napkins.

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.

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Market Segmentation

Indian 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 Indian 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.

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 Indian 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.

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 Indian 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.

Indian 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 market growth.

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.

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

*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.