India's Feminine Hygiene Market Expands with Innovation and Awareness Surge

India’s feminine hygiene market is undergoing remarkable growth, driven by heightened consumer awareness and competition among established multinationals, emerging local brands, and direct-to-consumer ventures. Currently valued at Rs 5,860 crores, the market is projected to reach Rs 15,120 crores by 2029, as per a report by Mordar Intelligence.

Leading the charge are industry giants like Procter & Gamble’s Whisper, holding a commanding 51% market share, and Stayfree, with 21%. These brands remain dominant while constantly innovating to cater to evolving consumer demands. Sanitary napkins continue to dominate the market due to their cultural acceptance and accessibility, while tampons and menstrual cups see slower adoption.

According to Girish Kalyanaraman, Vice President and Category Head – Feminine Care at Procter & Gamble India, growing competition has positively influenced the landscape by fostering awareness about menstrual hygiene. “Our focus remains on delivering superior solutions tailored to unique consumer needs. This commitment has kept us ahead for over two decades,” he stated.

Whisper has recently introduced its Curvewear Ultra Pad, developed in collaboration with thousands of women to prioritize comfort and protection. Available in multiple size variants like XL and XL Plus, this product is positioned as a game-changer in the market.

Targeting Gen-Z Consumers

Brands are increasingly focusing on younger audiences, particularly Gen-Z, with campaigns leveraging digital platforms and influencer marketing. Whisper’s latest campaign, featuring actress Ananya Pandey, aims to normalize discussions around menstruation using authentic storytelling and social media engagement. “We plan to address real struggles like leaks and stains, empowering conversations about periods,” explained Kalyanaraman.

Looking Ahead

By 2025, Kalyanaraman envisions Whisper continuing to lead the market, driven by ongoing innovation and efforts to improve menstrual hygiene standards. Over the past 30 years, the brand has expanded the feminine hygiene category in India, growing it from Rs 35 crores to Rs 8,500 crores today.

Whisper’s initiatives extend beyond products, focusing on educational campaigns in schools to prepare young girls for early onset periods. This dual approach of innovation and education underscores the brand’s long-term commitment to menstrual health and empowerment.