Rural households now spend an average of Rs 298 on feminine hygiene, a lift from Rs 210 in 2022, according to data from Wordpanel by Numerator. Traditional sanitary napkins still dominate, accounting for over 90% of purchases, while tampons and panty liners remain under 1%.
In contrast, urban shoppers spend Rs 555 monthly, favoring higher‑priced packs at Rs 77 per unit, a slight uptick from Rs 530 in 2022.
The category’s growth rate of 7‑10% is fueled by niche segments such as soft‑product users and night‑time usage, K Ramakrishnan, MD South Asia, Worldpanel by Numerator, said the rising spend per household is a key driver.
V Kumar, MD of P&G, noted that Whisper has led the urban expansion, but period panties are now carving out a new niche, especially among quick‑commerce shoppers.
Competition has swelled, with over 50 new entrants in the past decade, from regional brands like Sofy and Niine to D2C players, prompting incumbents to rethink pricing and channel strategy.
In a small village near Jaipur, 45‑year‑old Rani Sharma now buys a pack of sanitary napkins twice a month, citing the comfort of a newly introduced soft‑pad line. Facing pressure, major brands are rolling out disposable period panties and heavy‑flow pads while expanding digital sales, with the first launch slated for Q3 2026.