From intimate area lightening creams to vaginal washes, and an ever-expanding array of specialised pads, it’s evident that women’s wellness has become a high-stakes arena of both innovation and commercialisation. As companies push the envelope, the question remains: Are these products truly enhancing lives, or are they simply fueling a market driven by clever marketing narratives? “ The demand in the women’s sanitary product market is driven by over-commercialisation through aggressive marketing tactics that increase the perceived importance of these products. This constant bombardment of ads and promotional materials creates an urgency and need which often goes beyond actual hygiene needs,” Abhishek Tiwari, global business head, NetSetGo Media, told BrandWagon Online.
The India Feminine Hygiene Market size is estimated at $0.9 billion in 2024 and is expected to reach $1.79 billion by 2029, growing at a CAGR of 14.85% during the forecast period (2024-2029), as per data from Mordor Intelligence. Over the medium term, the increasing awareness about intimate hygiene and increasing preference for menstrual products, like sanitary pads, tampons, and panty liners, are driving the demand for feminine hygiene products in the country. However, experts believe that a lot of this demand is due to over-commercialisation. “Over-commercialisation often creates unnecessary demand by exaggerating perceived needs through marketing tactics that exploit societal standards and insecurities. For instance, products targeting body odour or menstrual needs are marketed as essential, even when they might not be strictly necessary. This can make consumers feel that they must use these products to meet beauty or hygiene standards, leading to a constant stream of new innovations in the market,” Inara Dhrolia, co-founder, Rivona Naturals, said.
Period perfection!
Brands like P&G’s Whisper and Stayfree by Hindustan Unilever are some of the major brands in the Indian market for sanitary napkins. Other key players include Sofy, Niine, Pro Ease, and Paree, each offering various sanitary pads and pantyliners. Internet-first brands such as Sanfe and Nua are known for their sanitary pads and menstrual cups, while Sirona and Pee Safe provide a range of products including menstrual cups, intimate wipes, and hygiene sprays. Revaa also contributes to the market with its sanitary pads and intimate hygiene solutions. This diverse array of products addresses different aspects of menstrual and intimate care, catering to a wide range of needs and preferences. “At Revaa, we’re redefining menstrual hygiene with our eco-friendly and innovative solutions. Our product range includes reusable period panties, sanitary pads, and panty liners, all designed for comfort and sustainability. We also offer disposable pads and liners, along with our wellness wonders line featuring essential oils and balms for pain relief, anxiety reduction, and improved sleep. Additionally, our fashion fusion collection includes tote bags, travel kits, and scrunchies, all crafted to support women’s health and style,” Mahipal Singh, founder and CEO, Revaa, said.
Similarly, Pee Safe provides a range of products catering to women from puberty to menopause. Their offerings include menstrual hygiene essentials such as pads, tampons, disposable period panties, menstrual cups, menstrual discs, and reusable pads. To address period-related discomfort, Pee Safe offers cramp relief roll-ons and feminine herbal pain relief patches. Their intimate and general hygiene products also feature sweat pads, panty liners, intimate washes, and wipes. “Our disposable period panties are ideal for heavy flow and overnight use, combining the fit of regular panties with superior absorbency. We also offer panty liners, including the longer 185 mm version, which are perfect for managing daily discharge and preventing stains. For period cramps, our cramp relief roll-on and feminine pain relief patch provide effective, pill-free relief. Our menstrual cup is designed for hours of protection and active living, and our menstrual cup steam steriliser makes hygiene maintenance effortless,” Vikas Bagaria, founder, Pee Safe, claimed. Pee Safe’s total revenue rose 0.62% to Rs 406.95 crore in FY23 from Rs 404.43 crore in FY22, as per regulatory filings accessed by Tofler. It posted a net loss of Rs 11.37 crore in FY23 from a net profit of Rs 9.69 lakh in FY22.
Furthermore, legacy players too seemed to have upped their game. In its FY22-23 Annual Report, P&G’s Whisper highlighted improvements in its longer-length products, Whisper Choice Ultra XL and Whisper Choice XL. The enhancements provided superior protection, a drier feel, and better integrity, leading to increased consumer penetration compared to the previous fiscal year, as per the company.
Meanwhile, Sirona’s total revenue rose 79.5% to Rs 75.76 crore in FY23 from Rs 42.20 crore in FY22. It reported a net loss of 96.55% to Rs 33.10 crore in FY23 from Rs 16.84 crore in FY22.
Cost of care!
We live in two contrasting realities – one where basic hygiene facilities, like regular sanitary pads, are inaccessible, and another where a wide variety of products are available, from daily pads to period panties. “Companies make more sales by artificially creating demand thereby boosting their revenue. Conversely, this leads to customers spending much on items that may offer no or little benefits. Different brands come with new varieties and categories of hygiene products to exploit as a result of apparent requirements for them. This innovation is useful but can overwhelm buyers hence leading to decision fatigue. The market gets highly competitive where brands struggle to outshine each other through marketing campaigns and product offerings. Such rivalry can result in increased marketing expenses and even high prices for goods,” Tiwari opined.
For instance, a regular Whisper sanitary pad pack costs around Rs 32 for 6 pads or up to Rs 300 for larger packs. Similarly, Stayfree’s range starts from Rs 25-30 and goes up to Rs 300, covering sizes from regular to XXL. Prices of these products can also vary significantly based on factors like pack size, offers, and specific product variants. Pee Safe products are priced as follows- panty liners start at Rs 99, disposable period panties and sanitary pads begin at Rs 199, the menstrual cup sterilising container is priced at Rs 399, and the menstrual cup steam steriliser is available for Rs 2499. The average order value (AOV) ranges from Rs 500 to Rs 600.
Talking about the Internet first brands, Revaa’s product pricing is as follows- Reusable period panties are priced at Rs 699 per unit, reusable sanitary pads are available for Rs 475 for a pack of 4 or Rs 525 for a pack of 4, and reusable panty liners cost Rs 449 for a pack of 3. Disposable pads and liners range between Rs 329 and Rs 649. The Wellness Wonders line, which includes oils and balms, is priced between Rs 429 and Rs 499. Their Fashion Fusion collection starts from Rs 599.
Over commercialisation?
While brands often create perceived needs by emphasising minor issues or insecurities, such as promoting vaginal washes to address natural odours or introducing various products to meet societal beauty standards. Experts believe that this marketing approach exploits ‘comparative behaviours and societal pressures, leading consumers to believe that these products are necessary for their well-being. However, on the positive side, it is believed that increased consumer awareness is leading to better choices and changes in the market. “The rise of natural disposable products and menstrual cups reflects a growing preference for eco-friendly and health-conscious options. Additionally, platforms like TikTok and Instagram, where dermatologists share knowledge, are helping to spread accurate information about hygiene. This educational content empowers consumers to make informed decisions and influences brands to develop products that align with real needs rather than merely perceived ones,” Dhrolia opined.
Experts believe that while some brands continue to expand their product lines by capitalising on societal insecurities, others are reshaping market dynamics by appealing to a more educated and conscious audience. This shift creates a diverse landscape where over-commercialisation persists, as new brands address emerging needs and perceived wants, catering to various consumer segments. “Our products are readily available on leading online marketplaces such as Amazon, Flipkart, and Nykaa, and also see significant traction from quick commerce platforms like Blinkit, Zepto, and Instamart. We maintain a robust offline presence with our products in major modern trade and general trade stores, reaching nearly 25,000 retail outlets across over 100 cities. Our extensive distribution network includes more than 15,000 pharmacy stores in both organised and unorganised sectors, ensuring widespread market penetration and accessibility,” Bagaria highlighted.
The primary target audience for Revaa includes college students, working professionals, and mothers aged 20 to 35 years, who seek convenient, comfortable, and eco-friendly menstrual hygiene solutions. The company markets its products mainly through online channels, including its own website, Amazon, and Flipkart, to effectively reach its customers. For offline distribution, Revaa focuses on B2B networks and stores in tier 2 towns, employing a push and pull strategy to educate shop owners about its reusable range and enhance market awareness and penetration.
Experts believe that while these brands play a crucial role in the women’s hygiene industry, excessive commercialisation can be detrimental. The rise of sex education and social media literacy, where gynaecologists and health experts share essential dos and don’ts, has empowered consumers to make informed choices. This shift towards education and transparency encourages brands to align their products with genuine needs rather than creating perceived necessities. As the market evolves, a balance must be struck between innovation and authenticity to ensure that women’s health and hygiene solutions remain both effective and truly beneficial.