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Industry & Competitive Context India's feminine hygiene market represents one of the most complex brand-building environments in consumer goods — a category defined simultaneously by massive untapped demand and deep cultural resistance. Out of 365 million menstruating women in India, only approximately 18% use sanitary napkins, while the remaining 82%, living primarily in semi-rural and rural India, use unhygienic alternatives like newspapers, cloths, rags, dried leaves, and