According to estimates from market research, the Indian tissue paper and hygiene product market will continue to significantly grow until 2025. Well, that brings us to Senitta, a new brand of sanitary napkins by Unicorn Hygiene Products that will hit the markets soon. We spoke at lengths with the team behind Senitta to understand what makes it different from the other brands in the market, especially the big players like Whisper Ultra, StayFree and more.
"The upper class of the economy is trying to find high quality products, however many people in rural areas have still have not started using sanitary napkins. We want to provide good quality sanitary napkins across the classes and masses to carve a niche for Senitta in the market", Asfand Akhtar, Founder and Chairman, Unicorn Hygiene Products.
The team behind Senitta is leaving no stone unturned in order to place a proper brand voice and positioning for the product in the hygiene market. We were fortunate enough to have the first look at the packaging that is in the final stages. This beautifully packaged box in vibrant colours, has been sitting on our desk. Yet we have not felt the need to hide the package, as a majority of people would have done if it was a pack of regular brand of sanitary napkins out in the open.
Sanitary napkins and the talks around it are still done in hushed tones. The Unicorn Hygiene team wants to eradicate these hushed tones by placing their brand Senitta into the market. The brand positioning duties for the brand along with the digital activities are being handled by Mumbai-based consulting firm 3EA.
"The penetration rate of sanitary products was only 24 per cent by the end of 2018 and this figure is expected to grow to 52 per cent by 2025, so we will be going to capture the maximum market share out of it", he added.
According to a report published in December 2017, only 58 per cent of women in the country in the age group of 15 to 24 use a hygienic method of menstrual protection. The Indian sanitary napkin market reached $511.5 million in 2018, and is expected to grow to $992.8 million by 2024 at a CAGR of more than 12 percent during 2019-2024. Senitta wants to provide the women with a solution to cut down on the lower side of the menstrual protection number along with tapping the market potential with their introduction.
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