India Sanitary Napkin Market Size Analysis Report - Market Share, Forecast Trends and Outlook (2025-2034)
Description
The India sanitary napkin market was valued at INR 10297.95 Crore in 2024 and is expected to grow at a CAGR of 16.90%, reaching INR 49079.02 Crore by 2034. The market growth is driven by increasing awareness about menstrual hygiene and rising disposable incomes among urban and rural women across the region. The growth is further fueled by rising government initiatives promoting menstrual hygiene and growing access to affordable products. Expansion of e-commerce and innovations in biodegradable and organic napkins are expected to boost market growth.
Key Market Trends and Insights
Sanitary napkins are essential feminine hygiene products designed to absorb menstrual flow and ensure comfort, hygiene, and protection during menstruation. With increasing awareness about menstrual health, their usage has expanded significantly, particularly in urban and semi-urban areas. The sanitary napkin market in India has experienced substantial growth, driven by rising health consciousness, government initiatives, and improved accessibility across rural regions. Growing participation of women in the workforce and increased disposable income further support market expansion. The market is poised to grow at a CAGR of 16.90% during the forecast period of 2025–2034, reflecting strong demand and evolving consumer preferences in menstrual hygiene products.
India Sanitary Napkin Market Growth Drivers
Awareness Campaigns to Drive Expansion in the Market
The rising awareness of menstrual hygiene, especially through community-focused initiatives is one of the primary growth drivers in the market. For instance, in April 2025, Pinkishe Foundation, in collaboration with P&G Whisper, launched Project Kishori to educate schoolgirls and women in rural regions about menstrual health and hygiene. Through engaging street plays and awareness sessions held in government schools across Meerut and nearby districts , the initiative reached over 600 participants. These targeted efforts are fostering greater acceptance and usage of sanitary napkins, thereby accelerating market growth.
India Sanitary Napkin Market Trends
The market is experiencing several notable trends, including government-supported menstrual hygiene initiatives and strategic brand expansion efforts.
Government-Backed Menstrual Hygiene Measures are Likely to Boost the Market Value
The market is witnessing strong growth driven by government-backed menstrual hygiene initiatives. In December 2024, the Government of India reinforced efforts under schemes like Swachh Bharat Mission and Swachh Vidyalaya, ensuring access to toilets and menstrual hygiene products. Over 62 crore low-cost sanitary napkins were distributed via Jan Aushadhi Kendras, priced at INR 1 per pad. With 100% tax exemption and increased MHM awareness in schools and villages, these measures are improving accessibility and behavioral adoption, significantly boosting market expansion across rural and urban India.
Strategic Brand Expansions to Strengthen India Sanitary Napkin Market Demand
The entry of established consumer goods companies into the feminine hygiene segment to diversify their portfolios and address growing consumer demand is a notable trend in the market. For instance, in February 2023, Dabur India expanded its Fem brand into the sanitary napkin segment with the launch of Fem Ultra Care Sanitary Napkins on the Flipkart platform. This strategic move targets an unmet need for affordable and high -quality menstrual hygiene products. Such developments are expected to enhance product accessibility and accelerate market growth in the coming years.
India Sanitary Napkin Market Share
Disposable Sanitary Napkins to Lead the Segmentation Based on the Type
There are two major types of sanitary napkins available in the Indian market, namely, disposable and reusable sanitary napkins. Both serve vital roles in menstrual hygiene management, catering to different consumer preferences based on convenience, environmental impact, and affordability. Despite growing awareness around sustainability and the increasing availability of reusable options, disposable sanitary napkins are expected to dominate the Indian market. Their ease of use, widespread availability, and hygienic appeal make them the preferred choice for a significant portion of the population, especially in urban and semi-urban regions. In June 2023, Niine launched India’s first PLA-based biodegradable disposable sanitary napkins. These eco-friendly pads, made from plant-based materials like corn starch, decompose over time, drastically reducing their environmental footprint. With over 1 billion plastic-based sanitary napkins discarded monthly in India, innovations like this mark a pivotal shift toward sustainable yet disposable solutions. As biodegradable and chemical-free disposables gain popularity , the disposable category is not only expected to maintain its market lead but also redefine itself through eco-conscious innovation.
India Sanitary Napkin Market Analysis by Region
The regions included in the report are North, South, West, and East. Among these, the North and South is expected to lead the Indian market due to higher awareness levels, improved access to hygiene products, and stronger healthcare infrastructure. These regions benefit from active government initiatives and greater participation from both rural and urban consumers. Additionally, increasing disposable incomes and educational outreach programs in these areas contribute to rising adoption rates, positioning them as dominant markets within the country’s growing feminine hygiene segment.
Leading Players in the India Sanitary Napkin Market
The key features of the market report comprise funding and investment analysis, and strategic initiatives by the leading players. The major companies in the market are as follows:
Kimberly-Clark Corporation
Kimberly-Clark Corporation is a global provider of personal care solutions, significantly shaping the feminine hygiene market through its well-established brands, Kotex and Intimus. These brands emphasize women's well-being, confidence, and active daily routines. Distributed in various countries, Kimberly-Clark’s feminine care offerings are celebrated for their high standards of quality and continuous innovation, earning the trust of consumers worldwide.
Emami Ltd.
Emami Ltd., a Kolkata-based consumer goods company known for brands like Boroplus and Zandu Balm, has entered the Indian sanitary napkin market by acquiring the 'She Comfort' brand from Royal Hygiene Care. This strategic move, valued at Rs 40-50 crore, aligns with Emami’s focus on expanding into high-growth segments. The company aims to leverage its strong rural distribution network to scale 'She Comfort' and tap into the rapidly growing feminine hygiene sector.
Saathi Eco Innovations India Private Limited
Saathi Eco Innovations India Private Limited is a sustainable menstrual hygiene company known for its eco-friendly sanitary napkins made from banana and bamboo fibers. Their biodegradable and compostable pads decompose within six months, making them a viable alternative to conventional plastic-based products. Actively involved in the India sanitary napkin market, Saathi promotes women's health and empowerment by employing local women and advocating for environmentally responsible practices.
Unicharm Corporation
Unicharm Corporation, a leading force in global hygiene care, holds a substantial position in the sanitary napkin industry with its flagship brand, Sofy. Launched in the 1960s, Sofy delivers an extensive portfolio of sanitary napkins, tampons, and pantyliners tailored for diverse menstrual and non-menstrual needs. With a steadfast dedication to hygiene, product safety, and technological advancement , Unicharm continues to expand its influence across international markets.
Other key players in the market are Procter and Gamble, Mankind, Redcliffe Hygiene Private Limited, Urban Essentials India Pvt Ltd., and Nobel Hygiene Pvt Ltd.
India Sanitary Napkin Market Segmentation
"India Sanitary Napkin Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Key Market Trends and Insights
- Based on the type, disposable sanitary napkins are preferred for convenience and hygiene.
- Regular products are commonly used variants meeting daily menstrual hygiene needs.
- By distribution channel, online channels are expected to grow at a significant CAGR (nearly 22%).
- Market Size (2024) : INR 10297.95 Crore
- Projected Market Size (2034) : INR 49079.02 Crore
- CAGR (2025-2034) : 16.90%
Sanitary napkins are essential feminine hygiene products designed to absorb menstrual flow and ensure comfort, hygiene, and protection during menstruation. With increasing awareness about menstrual health, their usage has expanded significantly, particularly in urban and semi-urban areas. The sanitary napkin market in India has experienced substantial growth, driven by rising health consciousness, government initiatives, and improved accessibility across rural regions. Growing participation of women in the workforce and increased disposable income further support market expansion. The market is poised to grow at a CAGR of 16.90% during the forecast period of 2025–2034, reflecting strong demand and evolving consumer preferences in menstrual hygiene products.
India Sanitary Napkin Market Growth Drivers
Awareness Campaigns to Drive Expansion in the Market
The rising awareness of menstrual hygiene, especially through community-focused initiatives is one of the primary growth drivers in the market. For instance, in April 2025, Pinkishe Foundation, in collaboration with P&G Whisper, launched Project Kishori to educate schoolgirls and women in rural regions about menstrual health and hygiene. Through engaging street plays and awareness sessions held in government schools across Meerut and nearby districts , the initiative reached over 600 participants. These targeted efforts are fostering greater acceptance and usage of sanitary napkins, thereby accelerating market growth.
India Sanitary Napkin Market Trends
The market is experiencing several notable trends, including government-supported menstrual hygiene initiatives and strategic brand expansion efforts.
Government-Backed Menstrual Hygiene Measures are Likely to Boost the Market Value
The market is witnessing strong growth driven by government-backed menstrual hygiene initiatives. In December 2024, the Government of India reinforced efforts under schemes like Swachh Bharat Mission and Swachh Vidyalaya, ensuring access to toilets and menstrual hygiene products. Over 62 crore low-cost sanitary napkins were distributed via Jan Aushadhi Kendras, priced at INR 1 per pad. With 100% tax exemption and increased MHM awareness in schools and villages, these measures are improving accessibility and behavioral adoption, significantly boosting market expansion across rural and urban India.
Strategic Brand Expansions to Strengthen India Sanitary Napkin Market Demand
The entry of established consumer goods companies into the feminine hygiene segment to diversify their portfolios and address growing consumer demand is a notable trend in the market. For instance, in February 2023, Dabur India expanded its Fem brand into the sanitary napkin segment with the launch of Fem Ultra Care Sanitary Napkins on the Flipkart platform. This strategic move targets an unmet need for affordable and high -quality menstrual hygiene products. Such developments are expected to enhance product accessibility and accelerate market growth in the coming years.
India Sanitary Napkin Market Share
Disposable Sanitary Napkins to Lead the Segmentation Based on the Type
There are two major types of sanitary napkins available in the Indian market, namely, disposable and reusable sanitary napkins. Both serve vital roles in menstrual hygiene management, catering to different consumer preferences based on convenience, environmental impact, and affordability. Despite growing awareness around sustainability and the increasing availability of reusable options, disposable sanitary napkins are expected to dominate the Indian market. Their ease of use, widespread availability, and hygienic appeal make them the preferred choice for a significant portion of the population, especially in urban and semi-urban regions. In June 2023, Niine launched India’s first PLA-based biodegradable disposable sanitary napkins. These eco-friendly pads, made from plant-based materials like corn starch, decompose over time, drastically reducing their environmental footprint. With over 1 billion plastic-based sanitary napkins discarded monthly in India, innovations like this mark a pivotal shift toward sustainable yet disposable solutions. As biodegradable and chemical-free disposables gain popularity , the disposable category is not only expected to maintain its market lead but also redefine itself through eco-conscious innovation.
India Sanitary Napkin Market Analysis by Region
The regions included in the report are North, South, West, and East. Among these, the North and South is expected to lead the Indian market due to higher awareness levels, improved access to hygiene products, and stronger healthcare infrastructure. These regions benefit from active government initiatives and greater participation from both rural and urban consumers. Additionally, increasing disposable incomes and educational outreach programs in these areas contribute to rising adoption rates, positioning them as dominant markets within the country’s growing feminine hygiene segment.
Leading Players in the India Sanitary Napkin Market
The key features of the market report comprise funding and investment analysis, and strategic initiatives by the leading players. The major companies in the market are as follows:
Kimberly-Clark Corporation
Kimberly-Clark Corporation is a global provider of personal care solutions, significantly shaping the feminine hygiene market through its well-established brands, Kotex and Intimus. These brands emphasize women's well-being, confidence, and active daily routines. Distributed in various countries, Kimberly-Clark’s feminine care offerings are celebrated for their high standards of quality and continuous innovation, earning the trust of consumers worldwide.
Emami Ltd.
Emami Ltd., a Kolkata-based consumer goods company known for brands like Boroplus and Zandu Balm, has entered the Indian sanitary napkin market by acquiring the 'She Comfort' brand from Royal Hygiene Care. This strategic move, valued at Rs 40-50 crore, aligns with Emami’s focus on expanding into high-growth segments. The company aims to leverage its strong rural distribution network to scale 'She Comfort' and tap into the rapidly growing feminine hygiene sector.
Saathi Eco Innovations India Private Limited
Saathi Eco Innovations India Private Limited is a sustainable menstrual hygiene company known for its eco-friendly sanitary napkins made from banana and bamboo fibers. Their biodegradable and compostable pads decompose within six months, making them a viable alternative to conventional plastic-based products. Actively involved in the India sanitary napkin market, Saathi promotes women's health and empowerment by employing local women and advocating for environmentally responsible practices.
Unicharm Corporation
Unicharm Corporation, a leading force in global hygiene care, holds a substantial position in the sanitary napkin industry with its flagship brand, Sofy. Launched in the 1960s, Sofy delivers an extensive portfolio of sanitary napkins, tampons, and pantyliners tailored for diverse menstrual and non-menstrual needs. With a steadfast dedication to hygiene, product safety, and technological advancement , Unicharm continues to expand its influence across international markets.
Other key players in the market are Procter and Gamble, Mankind, Redcliffe Hygiene Private Limited, Urban Essentials India Pvt Ltd., and Nobel Hygiene Pvt Ltd.
India Sanitary Napkin Market Segmentation
"India Sanitary Napkin Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
- Disposable Sanitary Napkins
- Reusable Sanitary Napkins
- Regular
- Pantyliner
- Pharmacies
- Supermarkets and Hypermarkets
- Online Channels
- Others
- North
- South
- West
- East
- What was the India sanitary napkin market value in 2024?
- What is the India sanitary napkin market forecast outlook for 2025-2034?
- What major factors aid the demand for the India sanitary napkin market?
- How has the market performed so far, and how is it anticipated to perform in the coming years?
- What are the market's major drivers, opportunities, and restraints?
- What are the major India sanitary napkin market trends?
- Which type is projected to lead the market segment?
- Which product is anticipated to drive the market segment?
- Which distribution channel is likely to dominate the market segment?
- Who are the key players in the India sanitary napkin market?
- What are the current unmet needs and challenges in the market?
- How are partnerships, collaborations, mergers, and acquisitions among the key market players shaping the market dynamics?
Table of Contents
101 Pages
- 1 Preface
- 1.1 Objectives of the Study
- 1.2 Key Assumptions
- 1.3 Report Coverage – Key Segmentation and Scope
- 1.4 Research Methodology
- 2 Executive Summary
- 3 Sanitary Napkin Market Overview
- 3.1 Asia Pacific Sanitary Napkin Market Overview
- 3.1.1 Asia Pacific Sanitary Napkin Market Historical Value (2018-2024)
- 3.1.2 Asia Pacific Sanitary Napkin Market Forecast Value (2025-2034)
- 3.2 India Sanitary Napkin Market Overview
- 3.2.1 India Sanitary Napkin Market Historical Value (2018-2024)
- 3.2.2 India Sanitary Napkin Market Forecast Value (2025-2034)
- 4 Vendor Positioning Analysis
- 4.1 Key Vendors
- 4.2 Prospective Leaders
- 4.3 Niche Leaders
- 4.4 Disruptors
- 5 India Sanitary Napkin Market Landscape*
- 5.1 India Sanitary Napkin Market: Developers Landscape
- 5.1.1 Analysis by Year of Establishment
- 5.1.2 Analysis by Company Size
- 5.1.3 Analysis by Region
- 5.2 India Sanitary Napkin Market: Product Landscape
- 5.2.1 Analysis by Type
- 5.2.2 Analysis by Product
- 6 India Sanitary Napkin Market Dynamics
- 6.1 Market Drivers and Constraints
- 6.2 SWOT Analysis
- 6.2.1 Strengths
- 6.2.2 Weaknesses
- 6.2.3 Opportunities
- 6.2.4 Threats
- 6.3 PESTEL Analysis
- 6.3.1 Political
- 6.3.2 Economic
- 6.3.3 Social
- 6.3.4 Technological
- 6.3.5 Legal
- 6.3.6 Environment
- 6.4 Porter’s Five Forces Model
- 6.4.1 Bargaining Power of Suppliers
- 6.4.2 Bargaining Power of Buyers
- 6.4.3 Threat of New Entrants
- 6.4.4 Threat of Substitutes
- 6.4.5 Degree of Rivalry
- 6.5 Key Demand Indicators
- 6.6 Key Price Indicators
- 6.7 Industry Events, Initiatives, and Trends
- 6.8 Value Chain Analysis
- 7 India Sanitary Napkin Market Segmentation (218-2034)
- 7.1 India Sanitary Napkin Market (2018-2034) by Type
- 7.1.1 Market Overview
- 7.1.2 Disposable Sanitary Napkins
- 7.1.3 Reusable Sanitary Napkins
- 7.2 India Sanitary Napkin Market (2018-2034) by Product
- 7.2.1 Market Overview
- 7.2.2 Regular
- 7.2.3 Pantyliner
- 7.3 India Sanitary Napkin Market (2018-2034) by Distribution Channels
- 7.3.1 Market Overview
- 7.3.2 Pharmacies
- 7.3.3 Supermarkets and Hypermarkets
- 7.3.4 Online Channels
- 7.3.5 Others
- 7.4 India Sanitary Napkin Market (2018-2034) by Region
- 7.4.1 Market Overview
- 7.4.2 North
- 7.4.3 South
- 7.4.4 West
- 7.4.5 East
- 8 Regulatory Framework
- 9 Funding and Investment Analysis
- 9.1 Analysis by Funding Instances
- 9.2 Analysis by Type of Funding
- 9.3 Analysis by Funding Amount
- 9.4 Analysis by Leading Players
- 9.5 Analysis by Leading Investors
- 10 Strategic Initiatives
- 10.1 Analysis by Partnership Instances
- 10.2 Analysis by Type of Initiatives
- 10.3 Analysis by Joint Ventures
- 10.4 Analysis by Leading Players
- 10.5 Analysis by Geography
- 11 Supplier Landscape
- 11.1 Market Share Analysis (Top 5 Companies)
- 11.2 Procter and Gamble
- 11.2.1 Financial Analysis
- 11.2.2 Product Portfolio
- 11.2.3 Demographic Reach and Achievements
- 11.2.4 Company News and Developments
- 11.2.5 Certifications
- 11.3 Mankind
- 11.3.1 Financial Analysis
- 11.3.2 Product Portfolio
- 11.3.3 Demographic Reach and Achievements
- 11.3.4 Company News and Developments
- 11.3.5 Certifications
- 11.4 Kimberly-Clark Corporation
- 11.4.1 Financial Analysis
- 11.4.2 Product Portfolio
- 11.4.3 Demographic Reach and Achievements
- 11.4.4 Company News and Developments
- 11.4.5 Certifications
- 11.5 Redcliffe Hygiene Private Limited
- 11.5.1 Financial Analysis
- 11.5.2 Product Portfolio
- 11.5.3 Demographic Reach and Achievements
- 11.5.4 Company News and Developments
- 11.5.5 Certifications
- 11.6 Emami Ltd.
- 11.6.1 Financial Analysis
- 11.6.2 Product Portfolio
- 11.6.3 Demographic Reach and Achievements
- 11.6.4 Company News and Developments
- 11.6.5 Certifications
- 11.7 Saathi Eco Innovations India Private Limited
- 11.7.1 Financial Analysis
- 11.7.2 Product Portfolio
- 11.7.3 Demographic Reach and Achievements
- 11.7.4 Company News and Developments
- 11.7.5 Certifications
- 11.8 Unicharm Corporation
- 11.8.1 Financial Analysis
- 11.8.2 Product Portfolio
- 11.8.3 Demographic Reach and Achievements
- 11.8.4 Company News and Developments
- 11.8.5 Certifications
- 11.9 Urban Essentials India Pvt Ltd
- 11.9.1 Financial Analysis
- 11.9.2 Product Portfolio
- 11.9.3 Demographic Reach and Achievements
- 11.9.4 Company News and Developments
- 11.9.5 Certifications
- 11.10 Nobel Hygiene Pvt Ltd
- 11.10.1 Financial Analysis
- 11.10.2 Product Portfolio
- 11.10.3 Demographic Reach and Achievements
- 11.10.4 Company News and Developments
- 11.10.5 Certifications
- 12 India Sanitary Napkin Market – Distribution Model (Additional Insight)
- 12.1 Overview
- 12.2 Potential Distributors
- 12.3 Key Parameters for Distribution Partner Assessment
- 13 Key Opinion Leaders (KOL) Insights (Additional Insight)
Pricing
Currency Rates
Questions or Comments?
Our team has the ability to search within reports to verify it suits your needs. We can also help maximize your budget by finding sections of reports you can purchase.