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Industry & Competitive Context India's feminine hygiene category has undergone a multi-decade transformation from a near-invisible, taboo-laden segment into a structured FMCG battleground. According to Girish Kalyanaraman, Vice President and Category Head – Feminine Care at Procter & Gamble India, in an official interview published on Storyboard18, the category was worth under Rs 35 crore approximately three decades ago and has since grown to over Rs 8,500 crore. This growth

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

In 1983, when Tom Osborn, a mid-level employee at Procter & Gamble in the United States, invented Always—a revolutionary sanitary pad with wings that stayed in place—he almost got fired. Twice. His bosses didn't see the potential. The feminine hygiene category was mature, dominated by established players. Why invest millions developing a new product when existing ones worked fine? But Osborn persisted, believing women deserved better protection during menstruation. In May 198