ALL

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