Dabur to enter feminine care market with 'Fem'

By

Isabelle Crossley

Published
Dec 8, 2022

Personal care giant Dabur plans to enter the feminine care market for the first time with a brand named ‘Fem’. Dabur will launch its new range of feminine care goods on multi-brand e-commerce platform Flipkart before distributing it across other channels. 

“The world around us is evolving at an ever-fast pace after Covid and hygiene has become one of the biggest concerns for everyone,” said Dabur’s business head for e-commerce and modern trade, ET Bureau reported. “We looked and understood our customers’ needs and realised the gap in the feminine hygiene space, where the consumers had to have a superior product at a pocket-friendly price.” 
 
Fem will retail products including sanitary napkins, a product which has a low penetration in the Indian market. Around 22% of women in India use sanitary napkins, according to Dabur, and the rates are higher in metro areas and lower in rural areas. With a rising emphasis on health and hygiene, the market is growing and represents a significant business opportunity for Dabur, which is already a brand associated with hygiene.

“Feminine care is of utmost importance to every woman and our endeavour is to make feminine care accessible and affordable to them,” said Flipkart’s senior director for consumables, fast moving consumer goods, general merchandise, and home Kanchan Mishra.