Dabur Plans to Foray into Feminine Care Segment Under ‘Fem’ Brand
Dabur Plans to Foray into Feminine Care Segment Under ‘Fem’ Brand

Consumer goods firm Dabur said that it plans to enter India’s feminine care market, which is dominated by multinationals Procter and Gamble, Johnson and Johnson, and Unicharm. In the Rs 5,400-crore sanitary napkin segment, Dabur’s new product under the Fem brand will compete with P&G’s Whisper and J&J’s Stayfree.

Menstruation remains a taboo in most of the country, and many women don’t use hygienic methods of protection during periods, despite efforts by companies to persuade them to use pads through education, awareness campaigns, and advertisements.

Smerth Khanna, Business Head for E-commerce and Modern Trade at Dabur said, “The world around us is evolving at an ever-fast pace after Covid, and hygiene has become one of the biggest concerns for everyone. We looked and understood our consumers’ needs and realized the gap in the feminine hygiene space, where the consumers had to have a superior product at a pocket-friendly price.” 

The company will launch the product initially through the e-commerce platform Flipkart before rolling it out at other channels, especially modern trade. The use of sanitary napkins in India is very low at 22 percent. While more than two-thirds of women in urban centers use hygienic methods of protection during periods, rural areas, a large market for Dabur, need more attention.

Kanchan Mishra, Flipkart’s Senior Director, Consumables (FMCG), General Merchandise and Home, said, “Feminine care is of utmost importance to every woman and our endeavor is to make feminine care accessible, and affordable to them.” 

For sanitary napkins, online channels contribute Rs 600 crore of the total sales. Within Dabur, its digital first products have annualized sales of Rs 100 crore. “We look at e-commerce as the innovation cradle for our brands. New products and format innovations, particularly in the premium range, are launched first on e-commerce. Once they build scale, we extend these products and brands to other channels,” said, Dabur, CEO, Mohit Malhotra.

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