India Sanitary Napkin Market Size was valued at USD 0.7 Billion in 2022. The sanitary napkin market industry is projected to grow from USD 0.79 Billion in 2023 to USD 1.770 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 10.60% during the forecast period (2024 - 2032). Some of the major market drivers driving the growth of the sanitary napkin market in India are the rising number of women in the country, their growing disposable income, the continuous technological advancements in product design, the proliferation of different distribution channels, and the growing awareness of menstrual health and hygiene.
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
In India, government campaigns have played a significant role in boosting the usage of sanitary napkins and enhancing menstruation hygiene, which has resulted in positive growth in the market CAGR. One noteworthy initiative is the "Menstrual Hygiene Scheme," which was started in 2010 with the goal of giving women in rural areas access to affordable sanitary napkins. This program aimed to increase the affordability and accessibility of these items in recognition of the financial limitations that many women experience. Under this program, sanitary napkin production and distribution were actively handled by women's organizations and self-help groups. Including women in the production process not only increased the products' accessibility but also gave them more economic power. Furthermore, menstrual hygiene has entered the mainstream discourse on cleanliness and sanitation thanks to the "Swachh Bharat Abhiyan" (Clean India Campaign). Developed in 2014, this larger project intends to enhance rural areas' sanitary infrastructure and construct toilets. The initiative indirectly promotes the use of sanitary napkins by providing the infrastructure required for their efficient disposal and use. Menstrual hygiene and access to clean, private sanitation spaces are intimately related.
The sanitary napkin market has witnessed a notable shift as menstrual health awareness efforts have gained traction in India. The goal of these efforts is to raise awareness among women, girls, and the general public of the value of good menstrual hygiene. Additionally, these efforts are being coordinated by sanitary napkin manufacturers, government initiatives, and non-governmental organizations. They challenge the stigmas and taboos associated with menstruation by addressing menstrual hygiene from a social and cultural perspective in addition to its physical components. These campaigns spread knowledge and raise awareness through a range of media, such as print, radio, television, and social media. Women are given the information and tools necessary to manage their periods hygienically, and they encourage candid discussions about menstruation. These initiatives not only raise general awareness but also concentrate on the unique needs of teenage girls who may be beginning their menstrual journey and need help and advice. Their goal is to guarantee that girls have awareness about menstruation health and have access to sanitary napkins. Thus, driving the sanitary napkin market revenue.
The India Sanitary Napkin market segmentation, based on product type, includes Disposable Menstrual Pads, Cloth Menstrual Pads, and Biodegradable Menstrual Pads. The disposable menstrual pads segment dominated the market mostly because of the growing need for disposable pads because of their accessibility and reasonable cost. Moreover, the growing market for disposable menstruation pads is driven by some women's ignorance of biodegradable pads, which increases demand for them.
Figure 1: India Sanitary Napkin Market, by Product Type, 2023 & 2032 (USD Billion)
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
The India Sanitary Napkin market segmentation, based on distribution channel, includes Supermarkets and Hypermarkets, Pharmacies, Convenience Stores, Online, Specialty Stores and Others. The supermarkets and hypermarkets category generated the most income because it provides customers with a vast array of options by offering a wide variety of brands and items. Furthermore, they guarantee that sanitary napkins are easily accessible to consumers in convenient locations thanks to their broad distribution networks and well-established supply chains. Supermarkets and hypermarkets are also desirable alternatives for customers on a budget because they frequently provide discounts and competitive rates.
The market for sanitary napkins is benefiting from factors such as India's sizable and expanding female population, growing knowledge of menstruation hygiene, and rising disposable incomes. Significant cultural changes, positive government initiatives, and educational programs in India that dispel taboos about menstruation are also supporting the market's rise. Furthermore, the need for sanitary napkins and other handy and dependable menstrual hygiene products is growing as more women enter the workforce and settle in cities, which is propelling the market's expansion. Moreover, the Indian government's various initiatives, in conjunction with private and non-governmental organizations, to encourage the use of sanitary napkins, particularly among impoverished and rural women, have been driving the country's sanitary napkin market in recent years. The Reproductive and Child Health Program, Eco Femme, and My Pad are a few of these projects. The increase in the number of women working has improved their purchasing power and ability to make decisions, which benefits the market even more.
Leading market players are investing heavily in research and development in order to expand their product lines, which will help the sanitary napkin market, grow even more. Market participants are also undertaking a variety of strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. To expand and survive in a more competitive and rising market climate, the sanitary napkin industry must offer cost-effective items.
Major players in the sanitary napkin market are attempting to increase market demand by investing in research and development operations, including Mankind, P&G, Emami, Ltd., Kimberly-Clark, Johnson & Johnson, Unicharm, and Edgewell.
Key companies in the sanitary napkin market include
Sanitary Napkin Industry Developments
January 2024: Soothe HealthcareParee Sanitary Pads, a local brand, increased its premium product line by foraying into the luxury nights. The brand recognizes modern Indian women’s needs and offers a solution for young urban women who struggle to rest well during their periods.
In 2023: Kenaf is known as gongura in Andhra Pradesh and Telangana and pullicha keerai in Tamil Nadu, and its leaves are used to make pickles and chutneys. The self-help organization recommended extracting fibre from its stems to make useful things like textiles.
June 2023: Niine Sanitary Napkins is the pioneer firm in India to offer premium, cost-effective PLA biodegradable sanitary napkins.
December 2022: Dabur India, a packaged consumer goods business, launched Fem Ultra Care sanitary napkins on Wednesday, marking its entry into the women's personal hygiene market. To be sure, Dabur currently sells Fem personal care products, including bleaching treatments. Dabur will now compete against P&G, which sells sanitary care products.
August 2021: The production of sanitary napkins was started by Sterlite Copper. Menstrual hygiene products are a major concern in India, particularly in rural regions where access to and understanding of these items are inadequate. The goal of this initiative was to guarantee that women had appropriate access to these goods.
| Report Attribute/Metric | Details |
| Market Size 2022 | USD 0.7 Billion |
| Market Size 2023 | USD 0.79 Billion |
| Market Size 2032 | USD 1.770 Billion |
| Compound Annual Growth Rate (CAGR) | 10.60% (2024-2032) |
| Base Year | 2023 |
| Market Forecast Period | 2024-2032 |
| Historical Data | 2019-2022 |
| Market Forecast Units | Value (USD Billion) |
| Report Coverage | Revenue Forecast, Market Competitive Landscape, Growth Factors, and Trends |
| Segments Covered | Product Type, Distribution Channel, and Region |
| Countries Covered | India |
| Key Companies Profiled | Mankind, P&G, Emami, Ltd., Kimberly-Clark, Johnson & Johnson, Unicharm, and Edgewell |
| Key Market Opportunities | Growing preference for organic sanitary napkins |
| Key Market Dynamics | Increasing consciousness of the well-being of womenExpanding governmental efforts pertaining to menstrual hygiene |
Frequently Asked Questions (FAQ) :
The India Sanitary Napkin market size was valued at USD 0.79 Billion in 2023.
The market is projected to grow at a CAGR of 10.60% during the forecast period, 2024-2032.
The key players in the market are Mankind, P&G, Emami, Ltd., Kimberly-Clark, Johnson & Johnson, Unicharm, and Edgewell.
The disposable menstrual pads category dominated the market in 2023.
The supermarkets and hypermarkets category had the largest share of the market.
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Research Analyst Level II I have a degree in engineering (civil), with masters in business administration (marketing). with more than 4 years of experience in market research and consulting, i am involved in end-to-end process of market research, proposals, project kickoffs and delivery. i have research knowledge and expertise in consumer goods/packaging domain. also i have worked for various other domains like construction & equipment. effectively managed and delivered more than 60 report studies for regional as well as global clientele.
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