Rural India Boosts Menstrual Hygiene Demand, Sanitary Pads Lead While Cups Gain Popularity
Rural India Driving Menstrual Hygiene Demand, Pads Dominate But Cups Growing Fast: HLL Official
News 18
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Rural and semi-urban areas in India are increasingly driving the demand for menstrual hygiene products, with sanitary pads still dominating the market. However, menstrual cups are rapidly gaining traction, particularly among environmentally conscious users. HLL's THINKAL initiative is pivotal in raising awareness and distributing products, contributing to a significant shift in menstrual health practices.
- 01Rural markets are now significant contributors to the demand for menstrual hygiene products, driven by government and NGO initiatives.
- 02HLL's THINKAL program focuses on awareness, product distribution, and behavioral change to improve menstrual hygiene practices.
- 03Menstrual cups are growing in popularity due to their comfort, cost-effectiveness, and environmental benefits, with HLL increasing production capacity to 5 million cups annually.
- 04The menstrual cup market in India is projected to grow from approximately ₹130 crore to ₹230 crore by 2033.
- 05Educational institutions are increasingly integrating menstrual hygiene management into their programs, recognizing its impact on student attendance and wellbeing.
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Rural and semi-urban regions in India are experiencing a notable shift in the demand for menstrual hygiene products, as highlighted by Hari Krishnan Namboothiri, Vice President at HLL Lifecare. This change is attributed to various initiatives including government schemes and NGO interventions, which have expanded awareness and access beyond urban areas. HLL's THINKAL initiative plays a crucial role in this transformation, focusing on awareness creation, product distribution, and follow-up support. While sanitary pads remain the leading product in the market, menstrual cups are gaining popularity, particularly among environmentally conscious consumers. HLL has increased its production capacity for menstrual cups to 5 million annually, reflecting confidence in this segment's growth. The menstrual cup market is estimated to grow significantly, from ₹130 crore to ₹230 crore by 2033. Additionally, educational institutions are becoming key players in promoting menstrual hygiene, integrating awareness programs and hygiene infrastructure to enhance student wellbeing and attendance.
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The growing demand for menstrual hygiene products in rural areas is improving access and awareness, positively influencing women's health and wellbeing.
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