Feminine Hygiene Market in India Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The Feminine Hygiene Products Market is Segmented by Product Type (Sanitary Napkins/Pads, Tampons, Menstrual Cups, and Other Product Types) and Distribution Channel (Supermarkets/Hypermarkets, Pharmacies/Drug Stores, Online Retail Stores, and Other Distribution Channels). The report offers market size and values in (USD million) for the above segments.

Feminine Hygiene Market in India Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Feminine Hygiene Market Size

View Global Report
India Feminine Hygiene Market Summary
Study Period 2019 - 2030
Base Year For Estimation 2024
Forecast Data Period 2025 - 2030
Market Size (2025) USD 1.03 Billion
Market Size (2030) USD 2.07 Billion
CAGR (2025 - 2030) 14.85 %
Market Concentration High

Major Players

India Feminine Hygiene Market Major Players

*Disclaimer: Major Players sorted in no particular order

Compare market size and growth of India Feminine Hygiene Market with other markets in Consumer Goods and Services Industry

Apparel, Footwear & Accessories

Luxury Goods & Services

Recreational Goods

Baby Care

Beauty and Personal Care

Consumer Services

Single User License

$4750

Team License

$5250

Corporate License

$8750

Book before:

Feminine Hygiene Market Analysis

The India Feminine Hygiene Market size is estimated at USD 1.03 billion in 2025, and is expected to reach USD 2.07 billion by 2030, at a CAGR of 14.85% during the forecast period (2025-2030).

The feminine hygiene market in India is experiencing significant transformation driven by changing societal attitudes and increasing awareness about menstrual health. According to the Menstrual Hygiene Alliance of India (MHAI), approximately 36% of India's 336 million menstruating women currently use disposable sanitary napkins, indicating substantial room for market penetration and growth. The urban-rural divide in product adoption continues to narrow as government initiatives and awareness campaigns reach deeper into rural areas. The Ministry of Health and Family Welfare's 2022 initiative targeting adolescent girls aged 10-19 years in rural areas has been instrumental in breaking traditional taboos and promoting menstrual hygiene awareness.


Environmental consciousness is reshaping product development and consumer preferences in the feminine hygiene sector. With India generating approximately 9,000 tons of sanitary waste annually, there is a growing emphasis on sustainable alternatives. Manufacturers are responding by introducing eco-friendly products made from biodegradable materials, organic cotton, and bamboo fiber. Several companies are innovating with reusable products and environmentally responsible packaging solutions, addressing both environmental concerns and consumer demand for sustainable options.


The market landscape is evolving with the entry of numerous international brands, facilitated by favorable tax policies. The removal of GST on sanitary products, while maintaining only a 10% basic customs duty on imports, has created an attractive environment for global players. This has led to increased product variety and competition, benefiting consumers through improved access to diverse product options and innovative solutions. The shift in distribution channels, particularly the rise of e-commerce platforms, has made feminine hygiene products more accessible to consumers across urban and rural areas.


Product innovation and diversification are driving market expansion beyond traditional sanitary napkins. Ultra-thin variants have gained significant traction in urban areas, while new product categories such as menstrual cups and organic tampons are emerging as viable alternatives. The industry is witnessing a surge in specialized products designed for specific needs, including sports and overnight protection. Manufacturers are increasingly focusing on comfort features, absorption technology, and skin-friendly materials to meet evolving consumer preferences and lifestyle needs. The market size of sanitary pads in India is poised for growth as these innovations continue to capture consumer interest.

Segment Analysis: Product Type

Sanitary Napkins/Pads Segment in India Feminine Hygiene Market

The sanitary napkins/pads segment continues to dominate the Indian feminine hygiene market, commanding approximately 99% market share in 2024. This overwhelming dominance is attributed to several factors, including widespread availability across urban and rural areas, increasing awareness about menstrual hygiene through various government and private sector initiatives, and consumer preference for these products due to their ease of use and affordability. The segment's leadership position is further strengthened by the availability of sanitary napkins in various packaging sizes and price ranges, with different types of absorption technologies, which helps capture interest from women across different economic groups. Major manufacturers are continuously innovating in this space, introducing products with enhanced absorption capabilities, better comfort features, and sustainable materials to meet evolving consumer preferences and environmental concerns. The sanitary pad market size in India is a crucial aspect of this segment's growth, reflecting the vast consumer base and demand.

Market Analysis of India Feminine Hygiene Market: Chart for Product Type

Remaining Segments in Product Type Segmentation

The remaining segments in the market include tampons, menstrual cups, and other product types such as panty liners and intimate washes. Tampons, while having a smaller market share, are gaining traction among urban consumers, particularly among sports enthusiasts and working women, due to their convenience and comfort during physical activities. The tampon market is gradually expanding as more consumers become aware of its benefits. Menstrual cups represent an emerging segment that is slowly gaining acceptance, especially among environmentally conscious consumers in metropolitan areas, due to their reusability and eco-friendly nature. The menstrual cup market size in India is expected to grow as awareness and acceptance increase. Other product types, including panty liners and intimate washes, complement the primary menstrual hygiene products and are seeing increased adoption as awareness about intimate hygiene grows among Indian consumers. The intimate wash market is also witnessing growth as consumers seek comprehensive women's hygiene products.

Segment Analysis: Distribution Channel

Drug Stores/Pharmacies Segment in India Feminine Hygiene Market

Drug stores and pharmacies represent the dominant distribution channel in India's feminine hygiene market, commanding approximately 43% market share in 2024. This channel's prominence is particularly evident in tier-2 and tier-3 cities, where consumers predominantly prefer purchasing sanitary products from pharmacies due to their perception of receiving better quality products at competitive prices. The widespread accessibility of pharmacies, especially in areas with a limited presence of modern retail formats, has solidified their position as the primary point of purchase for feminine hygiene products. Major pharmacy chains like Apollo have further strengthened this segment by launching their own feminine hygiene product lines, leveraging consumer trust in pharmaceutical establishments to drive sales.

Online Retail Stores Segment in India Feminine Hygiene Market

The online retail channel is experiencing remarkable growth in India's feminine hygiene market, projected to expand at approximately 21% CAGR from 2024 to 2029. This accelerated growth is driven by increasing digital adoption among urban consumers, who appreciate the convenience and discretion offered by e-commerce platforms. The channel has become particularly popular for specialized products like menstrual cups and tampons, which are more readily available online along with detailed usage guidelines and customer support. Major e-commerce platforms have reported significant growth in feminine hygiene product sales, particularly from tier-2 and tier-3 cities, indicating a shifting consumer preference towards digital purchasing channels.

Remaining Segments in Distribution Channel

The hypermarkets/supermarkets segment plays a crucial role in the feminine hygiene market by offering a wide variety of products and brands under one roof, enabling customers to make informed purchase decisions through product comparison. These retail formats provide a customer-friendly shopping environment and often display products endorsed by celebrities to attract consumers. Meanwhile, other distribution channels, including traditional grocery stores and convenience stores, continue to serve as important touchpoints for regular purchases, particularly in areas where modern retail formats have limited presence. These channels benefit from their extended operating hours and convenience factor for emergency purchases.

Feminine Hygiene Industry Overview

Top Companies in India Feminine Hygiene Market

The feminine hygiene brands in India market is witnessing significant product innovation trends, with major players focusing on developing eco-friendly and organic products to meet evolving consumer preferences. Companies are increasingly investing in research and development to enhance absorption technology, comfort features, and sustainable materials in their product offerings. Operational agility is demonstrated through the optimization of distribution networks, particularly in expanding reach to tier-2 and tier-3 cities, while strategic partnerships with e-commerce platforms are becoming increasingly prevalent. Market leaders are strengthening their positions through digital transformation initiatives, with several companies establishing technology centers to leverage AI and automation in their operations. The industry is also seeing a surge in expansion activities, with manufacturers setting up new production facilities and innovation centers across the country to meet growing demand and maintain competitive advantage.

Consolidated Market Led By Global Players

The Indian feminine hygiene products market exhibits a highly consolidated structure dominated by global multinational corporations, with domestic players holding relatively smaller market shares. These global conglomerates leverage their extensive research capabilities, established brand equity, and robust distribution networks to maintain their market leadership positions. The market has witnessed several strategic acquisitions and partnerships, particularly involving international players acquiring local brands to strengthen their market presence and expand their product portfolio in the region.


The competitive dynamics are evolving with the emergence of numerous start-ups and self-help groups focusing on affordable and sustainable feminine hygiene products. These new entrants are receiving significant backing from venture capital firms and angel investors, indicating growing interest in the sector. The market is characterized by a mix of premium international brands and value-focused local players, with increasing competition in both segments driving innovation and price competitiveness across the industry.

Innovation and Distribution Drive Market Success

Success in the Indian feminine care products market increasingly depends on companies' ability to innovate while maintaining affordability, particularly given the price sensitivity of consumers. Market leaders need to focus on developing differentiated products that address specific consumer needs while simultaneously expanding their distribution reach to untapped rural markets. Companies must also invest in awareness campaigns and educational initiatives to overcome cultural barriers and increase product adoption, while maintaining strong relationships with healthcare professionals and institutions to build credibility and trust.


For new entrants and smaller players, the key to gaining market share lies in identifying and serving niche segments with specialized products, particularly in the growing organic and sustainable product categories. Success factors include developing a strong online presence through e-commerce platforms, which provide anonymity and convenience to consumers, while also building strategic partnerships with local distributors and retailers. Companies must also navigate the regulatory environment carefully, particularly regarding product safety standards and environmental regulations, while maintaining flexibility to adapt to changing consumer preferences and market dynamics.

Feminine Hygiene Market Leaders

  1. Procter and Gamble Company

  2. Kimberly-Clark Corporation

  3. Unicharm Corporation

  4. Johnson & Johnson Private Limited

  5. Essity AB

  6. *Disclaimer: Major Players sorted in no particular order
India Feminine Hygiene Market Concentration
Need More Details on Market Players and Competiters?
Download PDF

Feminine Hygiene Market News

  • OCT 2021: By ramping up its plan to streamline its promotion and distribution of sanitary napkins, Niine Hygiene and Personal Care became the first company in India to launch a period tracking app developed in consultation with medical professionals. To streamline the process of making Niine Sanitary napkins accessible to its customers, the WhatsApp Store Locator service enables customers to find the closest store where Niine Sanitary Napkins are available.
  • SEP 2021: A team of the Enctus Dr. SS Bhatnagar, the University Institute of Chemical Engineering & Technology, Panjab University, in collaboration with the Developing Indigenous Resources-India and Versatile Group, Ludhiana, launched reusable, cost-effective, and eco-friendly cloth-based sanitary napkins under the project called Uday at Janata colony, Nayagaon.
  • MAR 2021: Care Form Labs Private Limited, a design-led social innovation start-up, redesigned 'Menstrual Cups' to make them easy to use and switch through their innovative user-centered design. It was the first novel menstrual cup to be designed in India. The product had been named 'Onpery Menstrual Cup' and was launched on March 8, on International Women's Day, along with their sustainable menstrual hygiene brand called Onpery.

Feminine Hygiene Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET DYNAMICS

  • 4.1 Market Drivers
  • 4.2 Market Restraints
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Threat of New Entrants
    • 4.3.2 Bargaining Power of Buyers/Consumers
    • 4.3.3 Bargaining Power of Suppliers
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry

5. MARKET SEGMENTATION

  • 5.1 Product Type
    • 5.1.1 Sanitary Napkins/Pads
    • 5.1.2 Tampons
    • 5.1.3 Menstrual Cups
    • 5.1.4 Other Types
  • 5.2 Distribution Channel
    • 5.2.1 Supermarkets/Hypermarkets
    • 5.2.2 Pharmacies/Drug Stores
    • 5.2.3 Online Retail Stores
    • 5.2.4 Other Distribution Channels

6. COMPETITIVE LANDSCAPE

  • 6.1 Strategies Adopted by Key Players
  • 6.2 Market Share Analysis
  • 6.3 Company Profiles
    • 6.3.1 Procter & Gamble Company
    • 6.3.2 Essity AB
    • 6.3.3 Johnson & Johnson Private Limited
    • 6.3.4 Kimberly Clark Corporation
    • 6.3.5 Tzmo SA
    • 6.3.6 Redcliffe Hygiene Pvt. Ltd
    • 6.3.7 Edgewell Personal Care
    • 6.3.8 Unilever PLC
    • 6.3.9 Unicharm Corporation
    • 6.3.10 Wet and Dry Personal Care Pvt. Ltd
  • *List Not Exhaustive

7. MARKET OPPORTUNITIES AND FUTURE TRENDS

8. DISCLAIMER

**Subject to Availability
You Can Purchase Parts Of This Report. Check Out Prices For Specific Sections
Get Price Break-up Now

Feminine Hygiene Industry Segmentation

The term feminine hygiene is used to refer to the use of sanitary protection and personal care products such as tampons, pads, panty liners, or other products designed for the care of the vulva and vagina. The Indian feminine hygiene market is segmented by product type and distribution channel. The market is segmented by product type into sanitary napkins/pads, tampons, menstrual cups, and other product types. By distribution channel, the market has been segmented into supermarkets/hypermarkets, pharmacies/drug stores, online retail stores, and other distribution channels. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

Product Type Sanitary Napkins/Pads
Tampons
Menstrual Cups
Other Types
Distribution Channel Supermarkets/Hypermarkets
Pharmacies/Drug Stores
Online Retail Stores
Other Distribution Channels
Need A Different Region or Segment?
Customize Now

Feminine Hygiene Market Research FAQs

How big is the India Feminine Hygiene Market?

The India Feminine Hygiene Market size is expected to reach USD 1.03 billion in 2025 and grow at a CAGR of 14.85% to reach USD 2.07 billion by 2030.

What is the current India Feminine Hygiene Market size?

In 2025, the India Feminine Hygiene Market size is expected to reach USD 1.03 billion.

Who are the key players in India Feminine Hygiene Market?

Procter and Gamble Company, Kimberly-Clark Corporation, Unicharm Corporation, Johnson & Johnson Private Limited and Essity AB are the major companies operating in the India Feminine Hygiene Market.

What years does this India Feminine Hygiene Market cover, and what was the market size in 2024?

In 2024, the India Feminine Hygiene Market size was estimated at USD 0.88 billion. The report covers the India Feminine Hygiene Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the India Feminine Hygiene Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

India Feminine Hygiene Market Research

Mordor Intelligence provides a comprehensive analysis of the feminine hygiene market in India. We combine deep industry expertise with rigorous research methodology. Our extensive coverage includes feminine care products such as sanitary pads and menstrual care solutions. Additionally, we explore emerging segments like menstrual cups and intimate care products. The report offers detailed insights into feminine hygiene brands in India and examines the evolving landscape of women hygiene products in both urban and rural markets. This is supported by current menstrual hygiene statistics and growth projections.

Stakeholders gain valuable insights through our detailed examination of the market size for feminine hygiene products and industry trends. This information is available in an easy-to-download report PDF format. The analysis covers crucial aspects of feminine health and period care. It includes the expanding intimate wash market and innovations in biodegradable sanitary napkin solutions. Our report delivers actionable intelligence on the sanitary pads market size in India and emerging feminine care solutions. It also highlights the growing adoption of menstrual cups, enabling businesses to make informed decisions in this dynamic market landscape.