Rural penetration in India's feminine hygiene market climbed from 28% to nearly 42% over four years, while urban penetration rose from 61% to just over 65%, according to Worldpanel by Numerator data. The category, growing 7-10%, is led by sanitary napkins, with period panties emerging as a new urban growth driver amid rising competition.
Rural India drives feminine hygiene growth as penetration rises
Source: Times of India