India Sanitary Napkin Market: Current Analysis and Forecast (2025-2033)

Sanitary napkin is a feminine hygiene product provided to protect, maintain a clean and comfortable feeling during the menstrual cycle. Promoting menstrual health and hygiene is essential, something that has long been limited in awareness and access terms in some regions. It is available at many retail and online channels and is important in helping to improve the quality of life of women and girls all across India.

The India Sanitary Napkin market is set to show a growth rate of about 10.45% during the forecast period (2025-2033F). The primary growth drivers of the India sanitary napkin market are the rising awareness of menstrual hygiene, government initiatives and subsidies, increased retail and online access, and increasing female literacy. Further demand is fueled by increased affordability, wider availability of brands, and changing cultural views on menstruation. In addition, urbanization and environmental concerns also create pressure on the demand for innovative and sustainable options. These factors are working together to greatly expand market penetration in India.

On December 8, 2023, as per the Minister of State for Chemicals and Fertilizers, under Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP), the Government launched Jan Aushadhi Suvidha Sanitary Napkins at Rs. 1/- per pad for women to ensure easy availability of the menstrual health services at affordable prices. These pads are being sold through more than 10000 Jan Aushadhi kendras, opened across the country. Since inception till 30th November 2023, over 47.87 crore Jan Aushadhi Suvidha Sanitary Pads have been sold at Jan Aushadhi Kendras.

Based on the product type, the market is segmented into disposable menstrual pads, cloth menstrual pads, and biodegradable menstrual pads. Among these, the disposable menstrual pads market held the dominant share of the market in 2024. The disposable menstrual pad continues to rule strong because of well-established brand recognition, affordable pricing, and powerful retail distribution networks. The convenience and appeal of being hygienic match consumer preferences, especially for first-time users and the rural population. Following that, government subsidy schemes and school distribution programs also propel volume growth across India. On May 28, 2025, at IIT Bhubaneswar, the event Menstrual Health & Hygiene 2025 Conclave, Project CARE (Campus Action for Reusable Essentials), an initiative to promote the use of reusable menstrual products among school and college-going girls, was launched on the occasion with the distribution of eco-friendly reusable menstrual pads to women from underserved communities. Smt. Parida also unveiled two Sanitary Napkin Vending Machines donated by Canara Bank, symbolizing a step forward in menstrual accessibility on campuses and public institutions.

Based on the distribution channel, the market is segmented into supermarkets and hypermarkets, pharmacies & drugstores, convenience stores, online, specialty stores, and others. Among these, the online segment is expected to grow with a significant CAGR during the forecast period (2025-2033). An online segment is growing fast as consumers look for more discreet, convenient, and customizable menstrual care solutions. D2C Brands such as Nua and Plush target urban millennials and Gen Z audiences by taking advantage of social media. Moreover, user retention fueled through steady digital adoption is backed up by subscription services and doorstep delivery services.

For a better understanding of the market adoption of the India Sanitary Napkin market, it is analyzed based on its state-wise presence in India, such as North India, East India, West India, and South India. South India is expected to grow with a significant CAGR during the forecast period (2025-2033) due to the higher female literacy and better public health infrastructure, South India is turning out to be the fastest-growing region in the sanitary napkin market. Adding to this, the environmental consciousness is accepted more in states like Tamil Nadu and Kerala, which makes innovations like biodegradable and reusable pads fare better. Also, the presence of proactive NGOs and a proper SHG (Self-Help Group) network facilitates the grassroots level spread of awareness and dissemination of products. In May 2023, the State Government announced the installation of sanitary napkin vending machines in all schools across Kerala, reaffirming that menstrual hygiene is a fundamental right for girls. This project aims to break taboos, foster health, and empower the girls to soar with confidence!

Some major players running in the market include Procter & Gamble (Whisper), Kenvue (Stayfree), Unicharm Corporation (SOFY), Saathi Eco Innovations India Pvt Ltd., M/s Niine Private Limited, Soothe Healthcare, Lagom Labs Private Limited (Nua), Aakar Innovations Pvt Ltd (Anandi), Urban Essentials India Private limited (Plush), Bella Premier Happy Hygiene Care Pvt. Ltd (Bella) (TZMO SA Group).