India Sanitary Napkin Market Size Analysis Report - Market Share, Forecast Trends and Outlook (2025-2034)

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

• 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 and Forecast

• Market Size (2024) : INR 10297.95 Crore
• Projected Market Size (2034) : INR 49079.02 Crore
• CAGR (2025-2034) : 16.90%

India Sanitary Napkin Market Overview

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

Market Breakup by Product

• Regular
• Pantyliner

Market Breakup by Distribution Channels

• Pharmacies
• Supermarkets and Hypermarkets
• Online Channels
• Others

Market Breakup by Region

• North
• South
• West
• East

Key Questions Answered in the India Sanitary Napkin Market

• 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?