Personalized Hygiene Care Tailoring Products to Individual Needs

In an interaction with India Pharma Outlook, Dr. P Sreelatha, Founder of  Feminy Enterprises, discusses how India's hygiene product market is growing with innovation and increased affordability, but rural areas face challenges like low awareness and access. Furthermore, she is stating how South Indian biodegradable pad manufacturer addresses this gap through community outreach, regulatory compliance, and cost-effective production, while leveraging B2C platforms and user feedback to offer personalized, safe solutions.

As demand grows for microbiome-safe and skin-type-specific hygiene products, how are Indian brands rethinking personalization across formulation, packaging, and user engagement strategies?

The market for hygiene products is increasing, and the affordability among the population, particularly the middle and upper-middle classes, has also improved. Even individuals from lower-income backgrounds are now able to afford hygiene products and have started recognizing the importance of good quality. As a result, the market is undoubtedly growing.

For example, in 2017, the compound annual growth rate (CAGR) was 8.2%, and the market value exceeded 3,700 million dollars. It is now estimated to reach approximately 5,700 million dollars by 2027, with the CAGR projected to increase to 8.8% between 2022 and 2027. This clearly reflects a positive growth trajectory in the hygiene market. However, despite this growth, the market continues to face significant challenges. In rural and interior areas, awareness about hygiene products remains limited. Many individuals are still not well-informed about menstrual hygiene and related health issues. In these regions, higher rates of childbirth complications, PCOD (Polycystic Ovarian Disease), and abortions are observed, with poor menstrual hygiene being one of the contributing factors. Traditional practices, such as the use of cloth during menstruation, are still prevalent in these areas.

From the perspective of NGOs working in rural regions, such traditional practices and lack of awareness are commonly observed. While middle-class and upper-middle-class populations can afford hygiene products, affordability remains a major issue for lower-middle-class and labor-class populations, in fact representing a larger percentage of the population.

On the development front, the market is also witnessing numerous innovations. These include customized sizes, new materials, diverse shapes, and the introduction of skin-friendly, organic, compostable, and environmentally friendly products. Many of these products are designed to enhance comfort and suitability for women. However, such innovations are more prominent in urban areas, where higher-income groups have better access to and affordability for these advanced products.

In conclusion, while the hygiene product market is growing and experiencing innovation, the pace of this growth remains relatively low due to the challenges in rural penetration, affordability issues for economically weaker sections, and lack of awareness.

How is Indian brands using dermatological data, regional climate insights, and user feedback to customize hygiene solutions for diverse consumer segments across geographies?

Drawing from personal experience as a manufacturer, the founder shared the challenges faced in establishing a biodegradable sanitary napkin production company in South India. This was the first company of its kind in the region. While many had attempted to start similar ventures and eventually gave up, this entrepreneur persisted, despite numerous obstacles, particularly because the company was set up in a rural area.

With a background in NGO work and a strong social commitment, the founder was driven by a vision to ensure that menstrual hygiene products reached everyone, especially those in rural communities. The motivation stemmed from witnessing various community health issues, many of which were preventable with improved hygiene practices.

By what the founder describes as "God’s grace," the opportunity arose to establish a company that catered to a wide spectrum of society, from laborers and lower-income individuals to middle-class and elite consumers. However, the journey was far from easy. Marketing the product posed a significant challenge. Even among adolescent girls and young, educated women, awareness about menstrual hygiene and related health issues was found to be lacking.

To address this, the company simultaneously launched awareness initiatives in rural areas through Community-Based Organizations (CBOs). These efforts were implemented in collaboration with ASHA workers, Anganwadi teachers, nurses, and Auxiliary Nurse Midwives (ANMs). Awareness programs were also introduced in schools, with a dual focus on menstrual hygiene education and women empowerment. The aim was to make the sessions engaging and impactful for children, adolescent girls, and young women.

What began at the village level gradually expanded to the district level. These efforts, over time, helped create awareness and generate interest among communities, ultimately contributing to the gradual success and reach of the company.

Also Read: How CDMOs Are Driving Agility and Innovation in the Pharmaceutical Supply Chain

What role do B2C platforms and digital skin assessments play in scaling personalized hygiene offerings without compromising product safety or shelf-life stability?

In the B2B space, many multinational companies already dominate with large advertisements, digital campaigns, and social media outreach. However, these efforts often fail to reach rural areas and lower-income communities, where a significant portion of the population resides.

Unlike B2B, B2C platforms allow for direct interaction with customers. While this approach may take longer to show results, it offers the opportunity to truly connect with rural and interior regions. The focus of this initiative is on reaching and serving rural India.

To achieve this, a unique set of strategies is being employed, and different from those used for urban or more affluent populations. The team is leveraging the support of community-based organizations such as self-help groups, local ASHA workers, and NGOs. NGOs, in particular, play a crucial role due to their deep-rooted presence and credibility within these communities.

While the process of penetrating the rural mindset is slow and challenging, it is considered a worthwhile endeavor. The team acknowledges that creating meaningful engagement and lasting impact in rural India takes time, but they are committed to facing this challenge head-on.

How are personal care brands navigating regulatory clarity around customized formulations, ingredient transparency, and data protection in personalized hygiene solutions?

To enter the market, it is essential for the company to adhere to all relevant regulations and standards. This includes compliance with BIS (Bureau of Indian Standards) as well as the guidelines set by the Ministry of Health and Family Welfare. The company acknowledges that it is not only competing with itself but also with large, well-established players in the market. Although it considers itself a small player, a mere "drop" in comparison, it still strives to meet all regulatory requirements.

Regarding raw materials, especially since the company manufactures biodegradable sanitary pads, it ensures that vendors provide proof of biodegradability. Vendors are asked to submit test results for the raw materials they supply. If the materials are genuinely biodegradable, the vendors are expected to have conducted proper testing and are able to provide certified results. The company collects and reviews these documents to verify compliance.

However, the company does not have its own advanced biodegradability testing facilities due to the high cost involved. As it also works to support low-income communities, it aims to keep its processes cost-effective. Instead, it conducts its own basic in-house testing, placing materials in soil to observe the decomposition process and track how long it takes to degrade. Based on these observations, the company selects appropriate materials.

In terms of quality and hygiene, the company ensures that strict inspection and monitoring are carried out throughout the entire manufacturing process, from production to packaging. It follows stringent hygienic manufacturing practices and maintains a close check on compliance at every stage.