Feminine Hygiene Market in India Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

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 Size

India Feminine Hygiene Market Summary
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Study Period 2018 - 2028
Base Year For Estimation 2022
Market Size (2023) USD 0.78 Billion
Market Size (2028) USD 1.56 Billion
CAGR (2023 - 2028) 14.85 %
Market Concentration High

Major Players

India Feminine Hygiene Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Feminine Hygiene Market Analysis

The India Feminine Hygiene Market size is estimated at USD 0.78 billion in 2023, and is expected to reach USD 1.56 billion by 2028, growing at a CAGR of 14.85% during the forecast period (2023-2028).

Over the medium term, the increasing awareness about intimate hygiene and increasing preference for menstrual products, like sanitary pads, tampons, and panty liners, are driving the demand for feminine hygiene products in the country. The Government of India has launched several awareness programs across the country about women's menstrual hygiene. However, menstruation continues to be a taboo, especially in rural areas, impeding the growth of the market studied. The country is witnessing an increasing number of promotions and educational sessions due to the rising prominence of social media and the various initiatives taken by the government and NGOs to increase awareness about the benefits of using menstrual hygiene products. For instance, in 2022, the Ministry of Health and Family Welfare introduced a scheme for the promotion of menstrual hygiene among adolescent girls in the age group of 10-19 years in rural areas.

Various innovations and easy availability of feminine hygiene products have been driving the market. For example, the tampons market has a lot of untapped potential. Most of the customers use the product due to its convenience and to avoid stains. Sanitary napkins are available in many variants suitable for day and night usage. The thickness and size of these napkins vary. Ultra-thin sanitary napkins are well-received by women in urban areas. The exception of GST on sanitary pads napkins and foreign feminine hygiene products imported to India is positively boosting the growth of the market. The importers have to pay a basic custom duty of 10%. Earlier, their product was charged 10% customs duty plus 12% GST, bringing the total tax incidence on their product to 22%. Thus, due to this development, an increasing number of international brands are expanding their presence in the country to tap into one of highly potential consumer products segments of the country and gain competitive advantage in the market.

Feminine Hygiene Market Trends

This section covers the major market trends shaping the India Feminine Hygiene Market according to our research experts:

Technological Evolutions and Increasing Penetration of Brands in the Market

The feminine hygiene products market is highly influenced by factors such as softness, absorbency, performance, brand loyalty, good price, and value. Unlike the earlier traditional pads that lasted only a few hours, consumers now demand menstrual products with increased absorption technology. Thus, the manufacturers are offering menstrual products with optimized absorbent cores to enhance performance in fluid distribution material. The market is still dominated by sanitary napkins. However, the growing interest in intimate care products, urinary cups, and tampons is driving product launches in the country. The country has witnessed the entry of organic and eco-friendly brands in the market, catering to more eco-conscious consumers.

The demand for feminine hygiene products is significantly growing in urban areas, encouraging the players to offer personalized and eco-friendly options. Due to their cost-effectiveness, there is increasing demand for eco-friendly products in the female hygiene segment. Apart from cost-effectiveness, minimal waste generation is another major factor driving the increased adoption of products like menstrual cups and reusable cloth pads. For example, in December 2021, Pee Safe launched its retail store offering feminine hygiene products. The company opened its store in Pune and Mumbai as part of its plan of opening 50+ stores across India.

India Feminine Hygiene Market: Johnson Johnson, Reasearch and Development Cost, USD Billion, 2019-2021

Emergence of More Start-ups, Self-help Groups, and Funding

In India, consumers choose sanitary pads as menstrual hygiene has gained prominence in society for several reasons. This trend has boosted the sanitary pads market in the Indian feminine hygiene industry. The increased focus on feminine hygiene in the country resulted in a rising number of domestic start-ups, NGOs, and self-help groups trying to tap into the market by overcoming the industry's major challenges, including a lack of awareness and affordability. Many menstrual start-ups have emerged in the past few years and are actively using technology to reach over 300 million women who lack access to menstrual hygiene products and awareness. These start-ups are providing affordable sanitary napkins to underprivileged women in rural areas. Data from the Economic Survey study reveal that between 2016-17 and 2020-21, the proportion of start-ups and Indian patent applications increased by more than five times. In January 2022, the Rajasthan government started "I am Udaan," a women-friendly project. This plan, which will cost INR 200 crore, will provide free sanitary napkins to every girl and woman in the state, regardless of where they live. Such factors are driving the market studied.

India Feminine Hygiene Market: Number of Patents Filed by Indian Startups, 2016-2021

Feminine Hygiene Industry Overview

The Indian feminine hygiene market is highly competitive, with intense competition among the market players to increase their share in the market. In terms of share, the market is dominated by players such as Procter & Gamble, Kimberly-Clark Corporation, Unicharm Corporation, Johnson & Johnson Private Limited, and Essity AB. The manufacturers are investing a heavy amount of advertising and promotional activities to increase their consumer base by capturing their attention and gaining a competitive advantage in the country. Private-label feminine hygiene product manufacturers have been giving tough competition to the existing players in terms of product offerings, packaging, and pricing.

Feminine Hygiene Market Leaders

  1. Procter and Gamble Company

  2. Kimberly-Clark Corporation

  3. Unicharm Corporation

  4. Johnson & Johnson Private Limited

  5. Essity AB

*Disclaimer: Major Players sorted in no particular order

India Feminine Hygiene Market Concentration

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. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Industry Attractiveness - Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Sanitary Napkins/Pads

      2. 5.1.2 Tampons

      3. 5.1.3 Menstrual Cups

      4. 5.1.4 Other Types

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Pharmacies/Drug Stores

      3. 5.2.3 Online Retail Stores

      4. 5.2.4 Other Distribution Channels


    1. 6.1 Strategies Adopted by Key Players

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Procter & Gamble Company

      2. 6.3.2 Essity AB

      3. 6.3.3 Johnson & Johnson Private Limited

      4. 6.3.4 Kimberly Clark Corporation

      5. 6.3.5 Tzmo SA

      6. 6.3.6 Redcliffe Hygiene Pvt. Ltd

      7. 6.3.7 Edgewell Personal Care

      8. 6.3.8 Unilever PLC

      9. 6.3.9 Unicharm Corporation

      10. 6.3.10 Wet and Dry Personal Care Pvt. Ltd

    4. *List Not Exhaustive


**Subject to Availability

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
Menstrual Cups
Other Types
Distribution Channel
Pharmacies/Drug Stores
Online Retail Stores
Other Distribution Channels

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Feminine Hygiene Market Research FAQs

The India Feminine Hygiene Market size is expected to reach USD 0.78 billion in 2023 and grow at a CAGR of 14.85% to reach USD 1.56 billion by 2028.

In 2023, the India Feminine Hygiene Market size is expected to reach USD 0.78 billion.

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.

India Feminine Hygiene Industry Report

Statistics for the 2023 India Feminine Hygiene market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. India Feminine Hygiene analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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