Date : April 28, 2021
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Government campaigns and economical range of sanitary pads to drive future markets: Bonafide research

Government campaigns and economical range of sanitary pads to drive future markets: Bonafide research

India is silently increasing use of sanitary napkin which may be 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. Additionally, many local brands are launching their economical versions of sanitary napkins for rural India women. The advertisements and promotions made to bring in awareness about menstrual cycles and to maintain associated hygiene to drive future market demands.


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. 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 & Panty liners Market Outlook, 2027-28' published by Bonafide Research, the market grew historically around more than 10% during 2016-17 to 2021-22. It is made up of rural sanitary napkin market and urban sanitary napkin market. From the total 381 million menstruating women in the year 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. Total 71 million women use pads as sanitation method, remaining using traditional means like scrap cloth from old saris and towels in 2016-17. 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 at the end of 2022-23.


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
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), Emami Limited (She Comfort), Saathi Eco Innovations India Private Limited, K.A. enterprises (Wahey), Wet and Dry Personal Care Pvt. Ltd. (Everteen), NatraCare, Eco femme, Jayaashree Industries


 

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Government campaigns and economical range of sanitary pads to drive future markets: Bonafide research

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