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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 Report Summary | Description | Value |
Base Year | INR Crore | 2023 |
Historical Period | INR Crore | 2018-2023 |
Forecast Period | INR Crore | 2024-2032 |
Market Size 2023 | INR Crore | 10,297.95 |
Market Size 2032 | INR Crore | 42,127.30 |
CAGR 2018-2023 | Percentage | XX% |
CAGR 2024-2032 | Percentage | 16.9% |
CAGR 2024-2032 - Market by Region | East and Central India | 17.4% |
CAGR 2024-2032 - Market by Region | North India | 16.2% |
CAGR 2024-2032 - Market by Product | Biodegradable Menstrual Pads | 21.3% |
CAGR 2024-2032 - Market by Distribution Channel | Online | 22.8% |
Market Share by Country 2023 | West India | 26.0% |
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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.
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 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.
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.
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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India Sanitary Napkin Market Report and Forecast 2024-2032 offers a detailed analysis of the market based on the following segments:
CAGR 2024-2032 - Market by | Product |
Biodegradable Menstrual Pads | 21.3% |
Disposable Menstrual Pads | 15.2% |
Market Breakup by Product:
CAGR 2024-2032 - Market by | Distribution Channel |
Online | 22.8% |
Pharmacies | 18.3% |
Convenience Stores | 15.2% |
Supermarkets and Hypermarkets | XX% |
Others | XX% |
Market Breakup by Distribution Channel:
CAGR 2024-2032 - Market by | Region |
East and Central India | 17.4% |
North India | 16.2% |
West India | XX% |
South India | XX% |
2023 Market Share by | Region |
West India | 26.0% |
North India | XX% |
East and Central India | XX% |
South India | XX% |
Market Breakup by Region:
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.
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.
Whisper (Procter & Gamble):
Stayfree (Johnson & Johnson):
Sofy (Unicharm):
Nua:
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)
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 Growth
Indian Sanitary Napkin Market Trends
Indian Sanitary Napkin Market Regional Analysis
Indian Sanitary Napkin Companies
*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.
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.
India is considered as Asia Pacific’s biggest sanitary napkin market due to rising awareness regarding menstrual hygiene, growing female population, and government initiatives.
Jayashree Industries is the oldest sanitary napkin company in India.
12% GST is currently imposed on sanitary napkins in India.
Over the forecast period, sanitary napkins in India will witness the launch of more affordable napkins and the market will exhibit a healthy CAGR by 2032 due to government initiatives and growing awareness around menstrual hygiene.
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