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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.
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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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.
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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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:
Market Breakup by Distribution Channel:
Market Breakup by Region:
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.
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.
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)
REPORT FEATURES | DETAILS |
Base Year | 2023 |
Historical Period | 2018-2023 |
Forecast Period | 2024-2032 |
Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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Breakup by Product |
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Breakup by Distribution Channel |
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Breakup by Region |
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Market Dynamics |
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Competitive Landscape |
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Companies Covered |
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Indian Sanitary Napkin Market Size
Indian Sanitary Napkin Market Trends
Indian Sanitary Napkin Market Regional Analysis
Indian Sanitary Napkin Companies
*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.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Market Snapshot
7 Opportunities and Challenges in the Market
8 Global Sanitary Napkin Market Overview
8.1 Key Industry Highlights
8.2 Global Sanitary Napkin Historical Market (2018-2023)
8.3 Global Sanitary Napkin Market Forecast (2024-2032)
8.4 Global Sanitary Napkin Market Share by Region
8.4.1 North America
8.4.2 Europe
8.4.3 Asia Pacific
8.4.4 Latin America
8.4.5 Middle East and Africa
9 Indian Sanitary Napkin Market Overview
9.1 Key Industry Highlights
9.2 Indian Sanitary Napkin Historical Market (2018-2023)
9.3 Indian Sanitary Napkin Market Forecast (2024-2032)
10 Indian Sanitary Napkin Market by Product
10.1 Disposable Menstrual Pads
10.1.1 Historical Trend (2018-2023)
10.1.2 Forecast Trend (2024-2032)
10.2 Biodegradable Menstrual Pads
10.2.1 Historical Trend (2018-2023)
10.2.2 Forecast Trend (2024-2032)
11 Indian Sanitary Napkin Market by Distribution Channel
11.1 Supermarkets and Hypermarkets
11.1.1 Historical Trend (2018-2023)
11.1.2 Forecast Trend (2024-2032)
11.2 Pharmacies
11.2.1 Historical Trend (2018-2023)
11.2.2 Forecast Trend (2024-2032)
11.3 Convenience Stores
11.3.1 Historical Trend (2018-2023)
11.3.2 Forecast Trend (2024-2032)
11.4 Online
11.4.1 Historical Trend (2018-2023)
11.4.2 Forecast Trend (2024-2032)
11.5 Others
12 Indian Sanitary Napkin Market by Region
12.1 North India
12.1.1 Historical Trend (2018-2023)
12.1.2 Forecast Trend (2024-2032)
12.2 East and Central India
12.2.1 Historical Trend (2018-2023)
12.2.2 Forecast Trend (2024-2032)
12.3 West India
12.3.1 Historical Trend (2018-2023)
12.3.2 Forecast Trend (2024-2032)
12.4 South India
12.4.1 Historical Trend (2018-2023)
12.4.2 Forecast Trend (2024-2032)
13 Market Dynamics
13.1 SWOT Analysis
13.1.1 Strengths
13.1.2 Weaknesses
13.1.3 Opportunities
13.1.4 Threats
13.2 Porter’s Five Forces Analysis
13.2.1 Supplier’s Power
13.2.2 Buyer’s Power
13.2.3 Threat of New Entrants
13.2.4 Degree of Rivalry
13.2.5 Threat of Substitutes
13.3 Key Indicators for Demand
13.4 Key Indicators for Price
14 Value Chain Analysis
15 Government Policies
16 Cost Analysis
17 Product Landscape
18 Competitive Landscape
18.1 Market Structure
18.2 Company Profiles
18.2.1 The Procter & Gamble Company
18.2.1.1 Company Overview
18.2.1.2 Product Portfolio
18.2.1.3 Demographic Reach and Achievements
18.2.1.4 Certifications
18.2.2 Johnson and Johnson
18.2.2.1 Company Overview
18.2.2.2 Product Portfolio
18.2.2.3 Demographic Reach and Achievements
18.2.2.4 Certifications
18.2.3 Lagom Labs Private Limited
18.2.3.1 Company Overview
18.2.3.2 Product Portfolio
18.2.3.3 Demographic Reach and Achievements
18.2.3.4 Certifications
18.2.4 Soothe Healthcare Private Limited
18.2.4.1 Company Overview
18.2.4.2 Product Portfolio
18.2.4.3 Demographic Reach and Achievements
18.2.4.4 Certifications
18.2.5 Redcliffe Hygiene Private Limited
18.2.5.1 Company Overview
18.2.5.2 Product Portfolio
18.2.5.3 Demographic Reach and Achievements
18.2.5.4 Certifications
18.2.6 BellaPremier Happy HygieneCare Pvt. Ltd.
18.2.6.1 Company Overview
18.2.6.2 Product Portfolio
18.2.6.3 Demographic Reach and Achievements
18.2.6.4 Certifications
18.2.7 Saathi Eco Innovations India Private Limited
18.2.7.1 Company Overview
18.2.7.2 Product Portfolio
18.2.7.3 Demographic Reach and Achievements
18.2.7.4 Certifications
18.2.8 Unicharm Corporation
18.2.8.1 Company Overview
18.2.8.2 Product Portfolio
18.2.8.3 Demographic Reach and Achievements
18.2.8.4 Certifications
18.2.9 Urban Essentials India Pvt Ltd
18.2.9.1 Company Overview
18.2.9.2 Product Portfolio
18.2.9.3 Demographic Reach and Achievements
18.2.9.4 Certifications
18.2.10 Others
16 Key Trends and Developments in the Market
List of Key Figures and Tables
1. Global Sanitary Napkin Market: Key Industry Highlights, 2018 and 2032
2. Indian Sanitary Napkin Market: Key Industry Highlights, 2018 and 2032
3. Indian Sanitary Napkin Historical Market: Breakup by Product (INR Crore), 2018-2023
4. Indian Sanitary Napkin Market Forecast: Breakup by Product (INR Crore), 2024-2032
5. Indian Sanitary Napkin Historical Market: Breakup by Distribution Channel (INR Crore), 2018-2023
6. Indian Sanitary Napkin Market Forecast: Breakup by Distribution Channel (INR Crore), 2024-2032
7. Indian Sanitary Napkin Historical Market: Breakup by Region (INR Crore), 2018-2023
8. Indian Sanitary Napkin Market Forecast: Breakup by Region (INR Crore), 2024-2032
9. Indian Sanitary Napkin Market Structure
In 2023, the market value was about INR 10,297.95 crore.
The market is assessed to grow at a CAGR of 16.9% between 2024 and 2032.
The market is estimated to witness a healthy growth in the forecast period of 2024-2032 to reach around INR 42,127.30 crore by 2032.
The major drivers include government initiatives aimed at promoting menstrual hygiene, increasing availability of sanitary napkins on e-commerce, and increasing awareness of menstrual hygiene-related diseases.
The key trends aiding the market include the growing demand for biodegradable sanitary napkins derived from bamboo and banana fibre and the rising popularity of ultra-thin sanitary pads that provide comfort while exercising.
The different products considered in the market report include disposable menstrual pads and biodegradable menstrual pads.
The major distribution channels of sanitary napkin include supermarkets and hypermarkets, pharmacies, convenience stores, and online, among others.
The major players in the market include The Procter & Gamble Company, Johnson and Johnson, Lagom Labs Private Limited, Soothe Healthcare Private Limited, Redcliffe Hygiene Private Limited, BellaPremier Happy HygieneCare Pvt. Ltd., Saathi Eco Innovations India Private Limited, Unicharm Corporation and Urban Essentials Private Limited, among others.
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