Dominance of P&G's whisper in India sanitary napkin market has been witnessed over period of time. Bonafide Research
Mar, 24
2018

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Dominance of P&G's whisper in India sanitary napkin market has been witnessed over period of time. Bonafide Research

 

Procter & Gamble Hygiene and Health Care Limited (P&G) is one of India's fastest growing Fast Moving Consumer Goods (FMCG) Companies which offers Whisper sanitary napkin. It has been a market leader in sanitary napkin market in India since its launch.

Procter & Gamble Hygiene and Health Care Limited have in its portfolio P&G's billion dollar brands such as Vicks & Whisper, both the brands comes under the business division of Feminine Care and Health Care. P&G Whisper, the country’s leading Feminine Care brand, has always strived to unleash the confidence of women. It has secured largest market share in India sanitary napkin market from the past. Many new entrants e.g. Unicharm, SCA hygiene, Kimberly Clark, Johnson & Johnson have come in the market but could not share the market leadership with P&G.

According the report on 'India Sanitary napkin / Pad, Tampon & Pantyliners Market Overview, 2018-2023' published by Bonafide Research, India sanitary napkin market has grown with more than 20% from the year 2011-12 to 2016-17. It is anticipated to grow at around 15% during forecast period in volume terms. Rural sanitary napkin market is still at nascent stage contributing less than 18% in the year 2016-17 in value terms. Urban sanitary napkin market has dominance over rural in both value as well volume terms. India tampon and Pantyliners market together are expected to have market value near INR 30 crore at the end of 2022-23. Penetration of rural areas will be half of the overall penetration of sanitary napkin in the country in the year 2022-23. In the year 2016-17, total pads used by menstruating women is around 98 million which is seven times greater than what it was in the year 2011-12. Age-wise, below 24 years menstruating women is largest consumer of sanitary napkin. Above 24 years of menstruating women contribute more than 35% in the overall sanitary napkin in India. P&G is the market leader in the year 2016-17 contributing 95% of the market with Johnson & Johnson and Unicharm India.

P&G has launched whisper in Indian market in the year 1992 from then it has been always on the top of list. Women were only known of sanitary napkin brand that was 'Whisper'. Apart from retail sales, P&G has always touched consumers other way round by distrusting pads though door to door sales. Over the last 8-10 years, P&G has reached out to nearly 2 crore school girls across India and provided education about menstrual cycles & provided free samples. PGHH has touched close to 20 lakh women through 'Direct to Home program' program. It had partnership with National Rural Health Mission which was done initially in Rajasthan to provide education and sanitary protection to rural women (cloth users) to help them lead a healthier, hygienic and more productive life. Thus, P&G was, is and will be market leader in India sanitary napkin market providing better quality and satisfaction to consumers.

Major Companies

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: 70, Figures: 25, Tables: 18



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