New brand HealthFab expects Indian 'period panty' market to reach $13 million by 2025

By

Isabelle Crossley

Published
Dec 22, 2022

New menstrual intimate wear or ‘period panty’ brand HealthFab is expanding swiftly and tapping into the fast growing women’s hygiene market. The brand expects India’s period panty market to total $13 million by 2025 and grow at a compound annual growth rate of 21%, providing it with ample opportunity for growth. 

HealthFab recently launched on a range of e-commerce platforms including Flipkart and Amazon with a range of period panties and bralets, the brand announced on Facebook. The new brand offers underwear which can be worn during a period and can be washed and reused, eliminating the need for single-use pads. 

“There are various growth boosters for this market,” said HealthFab’z co-founder, Kiriti Acharjee, India Retailing Bureau reported. “The fabric used to make period panties is rather highly absorbent. Due to this fabric's capacity for high levels of comfort, a notable increase in its demand is being seen in many regions of the world. This reason is driving up period pants sales and thereby the global market. Also, antimicrobial qualities can be found in period panties. Similarly, this product's design helps in preventing stains. In addition to this, the product's stain resistance contributes to its higher acceptance. Additionally, a rise in the global population's propensity for keeping their personal hygiene and wellness is driving up demand for period panties.” 
 
HealthFab inner wear is billed as cost-effective and hygienic. Although the majority of the brand’s customers come from metro locations, increasing awareness about period hygiene is increasing demand for these products in more rural locations, fuelled by government campaigns and a greater focus on reducing waste.