Market Size of India Feminine Hygiene Industry
Study Period | 2019 - 2029 |
Base Year For Estimation | 2023 |
Market Size (2024) | USD 0.90 Billion |
Market Size (2029) | USD 1.79 Billion |
CAGR (2024 - 2029) | 14.85 % |
Market Concentration | High |
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 0.9 billion in 2024, and is expected to reach USD 1.79 billion by 2029, growing at a CAGR of 14.85% during the forecast period (2024-2029).
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 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 | |
Tampons | |
Menstrual Cups | |
Other Types |
Distribution Channel | |
Supermarkets/Hypermarkets | |
Pharmacies/Drug Stores | |
Online Retail Stores | |
Other Distribution Channels |
India Feminine Hygiene Market Size Summary
The feminine hygiene market in India is experiencing significant growth, driven by increasing awareness and a shift in consumer preferences towards menstrual products such as sanitary pads, tampons, and panty liners. Government initiatives and social media campaigns have played a crucial role in promoting menstrual hygiene, particularly in rural areas where menstruation remains a taboo. Despite these challenges, the market is witnessing innovations and the introduction of new products, such as ultra-thin sanitary napkins and eco-friendly options, which cater to the evolving needs of consumers. The removal of GST on sanitary pads and the reduction of customs duties on imported feminine hygiene products have further stimulated market growth, attracting international brands to expand their presence in India.
The competitive landscape of the Indian feminine hygiene market is marked by intense rivalry among key players like Procter & Gamble, Kimberly-Clark Corporation, and Johnson & Johnson, who are investing heavily in advertising and promotional activities to capture a larger market share. The market is also seeing the emergence of domestic start-ups and NGOs that are leveraging technology to reach underserved populations, particularly in rural areas. These initiatives are aimed at overcoming barriers such as lack of awareness and affordability. The demand for eco-friendly and cost-effective products is on the rise, with companies like Pee Safe opening retail stores to offer a wider range of feminine hygiene products. The market's growth is further supported by government projects like "I am Udaan," which provides free sanitary napkins to women in need, highlighting the increasing focus on women's health and hygiene in India.
India Feminine Hygiene Market Size - Table of Contents
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1. MARKET DYNAMICS
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1.1 Market Drivers
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1.2 Market Restraints
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1.3 Industry Attractiveness - Porter's Five Forces Analysis
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1.3.1 Threat of New Entrants
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1.3.2 Bargaining Power of Buyers/Consumers
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1.3.3 Bargaining Power of Suppliers
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1.3.4 Threat of Substitute Products
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1.3.5 Intensity of Competitive Rivalry
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2. MARKET SEGMENTATION
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2.1 Product Type
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2.1.1 Sanitary Napkins/Pads
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2.1.2 Tampons
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2.1.3 Menstrual Cups
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2.1.4 Other Types
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2.2 Distribution Channel
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2.2.1 Supermarkets/Hypermarkets
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2.2.2 Pharmacies/Drug Stores
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2.2.3 Online Retail Stores
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2.2.4 Other Distribution Channels
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India Feminine Hygiene Market Size FAQs
How big is the India Feminine Hygiene Market?
The India Feminine Hygiene Market size is expected to reach USD 0.90 billion in 2024 and grow at a CAGR of 14.85% to reach USD 1.79 billion by 2029.
What is the current India Feminine Hygiene Market size?
In 2024, the India Feminine Hygiene Market size is expected to reach USD 0.90 billion.