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Saakshi V Menon
Feminine hygiene, an essential aspect of women’s health and well-being, has been a long-standing taboo in India for years due to a lack of awareness and access to menstrual hygiene products.
However, Saakshi Verma Menon, Marketing Director, Kimberly- Clark India, stated that the feminine hygiene space in India has seen tremendous growth in the past few years and expressed the hope that the category will be witnessing an even better future.
Created in the 1920s during wartime – wherein nurses used Kimberly-Clark’s cellucotton for their periods, Kotex has been there in the feminine hygiene segment for over a century now. The brand is now back on Indian shelves and has kick-started its new campaign #ChooseItAll.
According to a report titled ‘Feminine Hygiene Products Market in India 2020’ the market was valued at Rs 25.02 billion in 2018 and is expected to reach Rs 58.62 billion by 2024, expanding at a CAGR of 14.92% during the 2019-2024 period.
In Menon’s viewpoint, women’s access to menstrual hygiene in India has grown due to increased awareness and the removal of barriers, however, women are still reeling under the pressure of myths, taboos, and compromises on product quality when it comes to period.
“Kotex is a pioneering and innovative brand that champions progress and as global leaders in feminine hygiene, we encourage women to challenge misconceptions about periods,” she said.
Furthermore, she also went on to add that with the relaunch of Kotex, Kimberly-Clark aims to destigmatise period conversations and support women in breaking the glass ceiling because they genuinely believe that ‘Period or Not, She Can!’
Campaign:
“Through our latest campaign, #ChooseItAll, we are reminding young women not to compromise and choose healthy period protection with our new Kotex ProHealth+ pads,” she said.
It is also to…
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