India is silently increasing use of sanitary napkin which may the result of government initiatives, NGO's efforts, Companies' CSR work or increased awareness. It is making huge difference between recent time and the time passed when sanitary napkin market was at nascent stage.
Menstruation is one thing which almost every woman has to deal with every month. Sanitary napkins are used by women when they menstruate. In India, price plays an important role. And, pricing is decided based on what additional features the sanitary pads offer. Initially sanitary napkins or pads were cost high starting from Rs. 11 or Rs. 12 which has restricted menstruating women to use it every month on every day of periods. It did cost them above Rs. 60 and that was not affordable for middle income group female. But now, with increasing competition among players, government initiatives to distribute low cost sanitary napkins, emergence of start-ups, NGO's way of distribution in rural areas etc have changed scenario in the country. Prices have been lowered, availability has been increased and awareness has also been increased with the time, all these have led the sanitary napkin market to go up.
According the report on 'India Sanitary napkin / pad, Tampon & Pantyliners Market Outlook, 2023' published by Bonafide Research, India overall market for sanitary napkin is anticipated to reach more than 13,000 thousand units at the end of forecast period. It has grown with 20% of CAGR in value terms during review period starting from 2011-12 to 2016-17. It is made up of rural sanitary napkin market and urban sanitary napkin market. From the total 381 million menstruating women in 2016-17, 18.60% of women are using sanitary napkin in real terms i.e. every month or every cycle. At the end of forecast period, rural India is going to penetrated around 20% using more than 5 pads during one cycle. Urban India has dominance in penetration, usage of pad per cycle which made them penetrated around 36% in the year 2016-17. Around 71 million women use pads as sanitation method, remaining using traditional means like scrap cloth from old saris and towels. Age-wise, below 24 years menstruating women contribute more than half of the total revenue of sanitary napkin in India in value terms. In volume terms, 24 years to 35 years and above 35 years are expected to constitute 40% of the market.
The things are changing now as said earlier with the help of different ways and distribution channel. The National Rural Health Commission (NRHM) formulated a scheme where a pack of six sanitary napkins is sold for six rupees. This scheme is further implemented by Accredited Social Health Activists also known as ASHA workers on ground level. ASHA workers are expected to provide information and spread awareness in rural areas regarding menstrual hygiene and its importance and also distribute a pack of sanitary napkins to these women every time they are menstruating. In 2013, the Health and Family Welfare Department of Karnataka initiated a programme for 33 lakh adolescents’ girls in the state. As per the programme free sanitary napkins is provided to girls aged from 10-16, through Sneha clinics.
In addition to that, there brands that offer cheap, affordable, hygienic and eco friendly pads namely The Anandi Pads, Aakar innovations which offers livelihood opportunities to rural women and also creates sales and distribution models through village-level women entrepreneurs; Jayaashree Industries which offers livelihood opportunities to rural women and also creates sales and distribution models through village-level women entrepreneurs; Ecofemme which provides washable cloth pads. Unlike disposable sanitary napkins, they can be washed and re-used for years; SheCup which is new concept in India; Goonj NJPC that has started turning small pieces of clean cloth into sanitary pads; Srikakulam chapter of Association of India’s Development (AID), offers low cost menstrual cloth pads (Rs. 50/- per set). The Jivika pads are available in cotton, khadi and flannel; Azadi has developed a 100% biodegradable sanitary napkin that is 43% cheaper than the average retail price point etc. All these efforts are paying off by adopting sanitary napkin as necessary items listed on top of the grocery list.
Major companies that operate into the Sanitary Napkin / Pad, Tampon & Pantyliners product market in India are P&G Hygiene and Health Care Limited (Whisper), Johnson & Johnson Private Limited (Stayfree, Carefree), Unicharm India Pvt. Ltd. (Sofy), Kimberly-Clark Lever Pvt. Ltd (Kotex), Saral Design (Active Plus), Sooth Healthcare (Paree), Aakar Innovations Pvt Ltd (Anandi), Bella India Healthcare Pvt. Ltd (Bella), Rohit Surfactants Private Limited (Pro Ease), Mankind Pharma Limited(Dont Worry)
Report: India Sanitary Napkin / Pad, Tampon & Pantyliners Market Overview, 2018-2023
Base Year: 2016-17, Estimated Year: 2017-18, Forecast Year: 2022-23
Pages: 117, Figures: 39, Tables: 28
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