The feminine hygiene market in India is experiencing robust growth, fueled by intense competition between established multinational corporations and emerging local direct-to-consumer (D2C) brands. Currently valued at approximately ₹5,860 crore, the market is projected to expand significantly, reaching an estimated ₹15,120 crore by 2029, according to a report by Mordor Intelligence.
Industry leaders like Procter & Gamble’s Whisper, which holds an impressive 51% market share, and Stayfree, commanding around 21%, are driving innovation to meet evolving consumer demands and stay ahead of the competition. Sanitary napkins remain the most widely used feminine hygiene product in India, reflecting their accessibility and cultural acceptance.
Although alternatives like tampons, menstrual cups, and period panties are available, they account for a smaller share of the market. Nevertheless, a growing number of D2C brands are actively catering to these niches, expanding consumer options and contributing to the diversification of the feminine hygiene landscape.
Commenting on it, Girish Kalyanaraman, vice president and category head – feminine care, Procter & Gamble India, said, “Competition is indeed growing, and that’s good—it fosters more awareness and conversation about menstrual hygiene. However, our unwavering focus on consumer needs and ability to deliver superior solutions have kept us ahead for over two decades. We aim to continue delighting consumers with a diverse range of offerings tailored to their unique needs.”
In line with this commitment, Whisper has launched its Curvewear Ultra Pad, designed with input from thousands of women to ensure it meets their expectations for comfort and protection. “This collaboration makes us believe this product is a true game-changer,” added Kalyanaraman. The new pads according to Kalyanaraman feature the world’s first Curvewear Technology, which is designed to seamlessly fit the contours of a woman’s body, ensuring up to no gaps, no leaks, and a soft, comfortable feel all day long.
The curvewear pads are available at different price points starting from Rs.65 for six pads to Rs.336 for 48 pads.
Whisper has enlisted actress Ananya Pandey as the face of its latest campaign, which aims to normalise discussions about menstruation through authentic storytelling and digital engagement. This strategy reflects a broader trend in the industry, where brands are leveraging social media and influencer marketing to connect with consumers.
“The plan is comprehensive, with a focus on where consumers spend their time, especially on digital platforms. Our campaigns will include influencers, digital videos, social media, connected TV, and traditional mediums like television. The tonality will be authentic, showcasing real struggles like leaks and blood stains, to normalise and empower conversations about menstruation,” said Kalyanaraman.
