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Evolution of Menstrual Hygiene Products in India
Context:
In recent years, a wave of menstrual hygiene startups has emerged, challenging the dominance of legacy brands in the industry.
More on News:
These innovative companies are not only providing high-quality products but also addressing critical issues such as sustainability, inclusivity, and menstrual health awareness.
The Rise of New-age Menstrual Hygiene Startups:
- In recent years, a wave of innovative menstrual hygiene startups such as PeeSafe, Sirona Hygiene, Carmesi, Nua, and Plush have emerged in the Indian market.
- These companies are specifically targeting Gen Z consumers, offering a diverse range of products beyond traditional sanitary napkins.
- From menstrual cups and biodegradable panty liners to cramp relief patches and intimate washes.
- These startups aim to create a comprehensive ecosystem of feminine hygiene products that challenge legacy brands like Whisper (owned by Procter & Gamble Health and Hygiene Care Ltd) and Stayfree (Kenvue Inc.).
Factors Driving Growth:
- The growth of these direct-to-consumer (D2C) fem-tech startups can be attributed to several factors, including increasing female employment, rising disposable incomes, and extensive social media marketing.
- These brands have resonated particularly well with younger consumers, prompting established players to take notice.
- The CFO of PGHH noted that while these smaller brands collectively represent less than 10% of the market, their emergence has added healthy competition to the category.
Market Penetration Challenges:
- Despite these advancements, the penetration of feminine care products remains around 60% in urban India and under 40% in rural areas.
- This low market penetration is attributed to several factors, including a lack of awareness in smaller towns and rural areas, where many still rely on homemade cloth pads.
- Additionally, societal taboos surrounding menstruation often hinder purchasing behaviours, preventing many from buying sanitary products from retail shelves.
- According to internal estimates by PGHH, the feminine care market has grown from ₹34 crore to ₹3,400 crore over the last three decades, indicating significant potential for future growth.
Addressing Stigmas and Economic Barriers:
- The cultural stigma surrounding menstruation continues to create hesitancy around discussing or purchasing products like menstrual cups and period underwear.
- CEO of FemTech India highlights the ongoing issue of period poverty.
- Many D2C fem-tech startups do not aim to compete directly with established players like PGHH, which commands nearly half the market share.
- Instead, they are focusing on niche markets and filling gaps left by larger companies, catering to consumers looking for innovative, comfortable, and sustainable menstrual hygiene solutions.
Menstrual Laws and Policies:
- Menstrual Leave: Some countries have introduced menstrual leave policies, allowing individuals to take paid or unpaid leave during their menstrual cycle if they experience severe pain or discomfort.
- For example, Spain recently approved a draft bill allowing up to three days of menstrual leave per month.
- Menstrual Hygiene Management (MHM): The United Nations Human Rights Council has emphasised the importance of MHM as a fundamental human right.
- This includes ensuring access to affordable, safe, and clean menstrual products, improving water and sanitation facilities, and integrating menstrual health education into national policies.
- In India, some states and companies have taken steps to introduce policies that support menstrual health:
- Bihar: Since 1992, women government employees in Bihar have been entitled to two days of paid menstrual leave each month.
- Kerala: Recently higher education department announced menstrual and maternity leaves for students in universities under its jurisdiction.
- Company Policies: Including Zomato, Swiggy, and Byju, have introduced menstrual leave policies. For example, Zomato offers 10 days of paid period leave per year.
Period Poverty
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- A term used to describe the lack of access to menstrual products, adequate sanitation, and education related to menstruation.
- This problem affects millions of women and girls worldwide, particularly in developing countries and marginalised communities.
- Key Issues: Health Risks, Educational Disruption, Social Stigma, Economic Impact.
Addressing Period Poverty:
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- Increase Access to Menstrual Products: By providing free or affordable menstrual products, promoting reusable options, and improving access to public restrooms with sanitary facilities.
- Promote Menstrual Hygiene Education: Educating girls and women about menstruation, hygiene practices, and reproductive health can help reduce stigma and improve health outcomes.
- Challenge Stigma and Discrimination: Societal attitudes towards menstruation need to change to promote menstrual equity and reduce discrimination against women.
- Support Government Policies: Governments should implement policies that ensure access to menstrual products, promote menstrual hygiene education, and address gender inequality.
