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Menstrual hygiene startups want to do more than what Whisper and Stayfree could

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- New-age menstrual hygiene startups such as Peesafe, Sirona Hygiene, Carmesi, Nua, and Plush are offering a range of products beyond traditional sanitary napkins in the Indian market. - These startups aim to create an entire ecosystem of feminine hygiene products, including menstrual cups, biodegradable panty liners, cramp relief patches, and intimate washes. - Increasing female employment, disposable incomes, and extensive social media marketing have been key drivers of growth for these direct-to-consumer fem-tech startups. - While these startups are gaining popularity among younger consumers, larger consumer goods manufacturers like Procter and Gamble Health and Hygiene Care Ltd (PGHH) are taking note and seeing healthy competition as an opportunity to grow the category. - The low market penetration of menstrual hygiene products in India is attributed to factors such as lack of awareness, residual taboo, and cost barriers, especially in rural communities. - There is room for both established players like PGHH and new-age brands to coexist as the Indian feminine hygiene market is under-penetrated, allowing lesser-known products like menstrual cups and cramp relief patches to thrive.