In the initiative of transforming the society, sanitary pads have given its biggest contribution. India has become welcoming towards sanitary pads as the issue of menstrual hygiene has come forward in the society.
In a patriarchal society like India, the process of menstruation has always considered as a taboo. Many people don’t talk about menstrual hygiene just because there is a social stigma attached to it. But with rapidly evolving world, topics like menstruation and menstrual hygiene are being discussed in Indian society, and India is heading towards removing this stigma for the wellness of women in the country.
In the initiative of transforming the society, sanitary pads have given its biggest contribution. India has become welcoming towards sanitary pads as the issue of menstrual hygiene has come forward in the society due to several reasons. This has given the sanitary pads’ market a big push in the Indian wellness industry.
In this article, we share the market dynamics of the sanitary napkins’ industry in India.
Market Status and Potential
With regards to consumption of total absorbent products in India, 73% of the consumption is contributed by feminine hygiene products, which includes sanitary napkins too.
But when we go as per the recent studies, only 20% of women in India use sanitary napkin, which has a market-size of approximately Rs 4000 crores. This means that nearly 80% of the women don’t use sanitary napkins, which is a huge number of women.
This suggests that the market is either unable to cater to the target customers or these women are unable to access the sanitary napkins.
This data also suggests that the range of target customer is very wide, and the companies that manufacture sanitary napkins could generate decent revenue if they cater the needs of the customers.
Despite being a taboo subject, menstrual hygiene has become a significant change in the society as well as in the wellness industry. What driven its growth are various factors that have evolved with time. These factors are: