India's intimate care market expands beyond sanitary pads with bold innovations

The intimate care market in India is evolving rapidly. What was once dominated by sanitary pads now includes a wide range of products, from period underwear to postpartum recovery items. Startups in this space continue to innovate and expand their offerings. Last year, Sirona’s founders reacquired the feminine hygiene brand from Good Glamm Group. This move highlighted the growing independence of startups in the sector. Earlier this year, HealthFab secured ₹20 Cr in funding from Atomic Capital, signalling strong investor interest.

The market has also seen strategic partnerships. Intimate care startup Ugees joined forces with premium innerwear brand Krvvy to broaden its reach. Digital-first brands have played a key role in this growth, focusing on localisation and educating consumers about new products.

Access has improved thanks to ecommerce marketplaces and quick commerce platforms. These channels have made intimate care products more available across the country. However, the market remains fragmented, making it difficult to measure its total size accurately. Success in this category hinges on product quality, brand trust, and strong distribution networks. Habit formation among consumers is another critical factor. As awareness grows, the sector is expanding beyond hygiene into wellness, recovery, and lifestyle products.