Sanitary Napkins

Index
THE CATEGORY UNDERSTANDING
ABOUT SANITARY NAPKINS
MACRO ENVIRONMENT
TARGET GROUP OF SANITARY NAPKINS
MARKET SEGMENTATION
COMPETITION
DIPSTICK STUDY
PROPOSED BRAND NAME
PROPOSED PACKAGING
PROPOSED STRATEGY
SUMMARY

THE CATEGORY UNDERSTANDING
Index
1

Manufacturing & Market Potential of Sanitary Napkins
• Today, the global market for absorbent hygiene products is over US$ 50 bn
(including wipes). The evolution of hygiene products in Europe and the North
America has taken 4 to 5 generations. Feminine care was introduced over 100
years ago. Baby diapers were invented 60 years ago. Adult incontinence products
appeared 30 years ago.
• Feminine hygiene (lady napkins) is hygiene absorbent products engineered to
absorb and retain body fluid without causing any leakage. The user should always
feel dry and comfortable. It consists of an absorbent pad sandwiched between
two sheets of nonwoven fabric.
• There are 3 major types of products, viz, (a) Thick sanitary napkins. (b) Ultra thin
sanitary napkins. (c) Panty liners being used in the market. The size of each and
their content vary from market to market.
Index
2

Global market status & potential
• The menstrual cycle starts for young women between the ages 11 - 17, frequently
around 12-1 3 years. On average a woman experiences a period every 28th day, 12
- 13 times in a year. A menstrual period normally lasts 3 - 7 days. The loss of fluid
in a period is on average half a cup or 65 - 80 ml. The menstrual pattern is
influenced by giving birth and contraceptive methods. Menstruation lasts until
menopause at the age 45 - 55. The feminine hygiene products market has evolved
over more than 100 years to a more than US$ 17 bn in the following category
worldwide as referred in Table 1.
Thick Pads Panty Liners Ultra Thin Pads
Absorbent Daily Use Wings
Dry Surface Tampon Back up Thin
Self Sit Odour Control Comfort
Convenience
Index
3

Country Population GDP/Capita,
US$
Consumption
Hygiene
Products/
Capita, US$
Brazil 186.4 4289 10.5
China 1293 1533 3
Germany 82.7 33800 24.2
India 1103 726 0.13
Japan 128.1 35593 39
Russia 143.2 5349 8.3
USA 298.2 41768 35
Total World 64650 6879 N/A
Per capital consumption of feminine hygiene products is illustrated in Table 2.
Table 2. Consumption per capita for year 2005
Index
4

Johnson & Johnson
Procter & Gamble Hygiene and Healthcare Ltd
Kimberly Clark Lever Ltd.
Gufic Bioscience
Dima Products, Vapi.
Some of the established and potential manufacturers of sanitary napkins are listed in Table 3.
Table 3. Some of the manufacturers of sanitary napkins
Market status & potential in India
As regards consumption of total hygiene, absorbent products in India, total units
consumed in 2007 in India were 2,829 million pieces. Baby diapers comprised 5%
whereas adult incontinence, 1% and feminine care share is 94%. Past projections and
future projections of women population in category of 15-54 years age is tabulated
in Table 4. Index
5

Year Women, Million
1995 200
2000 About 250
2005 About 275
2010 300
2015 Above 300
2020 Above 300
2025 Above 300
Table 4 . Women 15-54 years in India
If we see the above projections of women in the category of 15-54 years in India
and the details of sales of absorbent hygiene products in India, then the total sales
were US$ 213 million in 2007, out of which adult incontinence share was 9%, baby
diapers share was 18% whereas feminine care contributed 73%. Thus, in India, the
evolution is expected to go quicker.
Index
6

Structure and composition
• Sanitary napkin products: Function
• Sanitary napkins are designed to absorb and retain menstrual fluid discharges. When
used they are applied inside an undergarment with a press-on adhesive fixing strip.
Main functions/key elements of sanitary napkins are absorb and retain menstrual fluid,
isolate fluids from the body, no leakage, no unaesthetic appearance, no odour, stay in
place, comfortable to wear.
• Key criteria for success are hygiene, performance, comfort, convenience and aesthetics
as tabulated in Table 5.
• The structure of typical samples is given below.
• Product designs, full size pads:
1. Topsheet: nonwoven or apertured film.
2. Absorbent core: pulp (Thick core either fluff core with SAP or Air laid core with SAP.
3. Backsheet: film.
Index
7

Product designs, Ultra thin pad:
1. Topsheet – nonwoven or apertured film.
2. Transfer layer.
3. Absorbent layer.
4. Absorbent core.
5. Backsheet film.
• Product shape can be either flat or curved with/without wings to secure the pad in
place and add additional leak protection. It is available in various pattern designs with
perfume (deodorant) added to cover or absorb odour. Packaging is done either folded
and single wrapped or packed flat and unwrapped.
Index
8

Raw material
• Materials used in absorbent hygiene products:
* Nonwoven
* Pulp
* Super absorbent
* Plastic film
* Elastic materials
* Fastening devices
* Packaging
• The raw material content can slightly vary for different products and for different
market.
Index
9

A few suppliers of raw materials
1. Non-woven fabric: The permeable top layer of 12 to 18 GSM is normally a spunbond
fabric made of polypropylene while the impermeable polyethylene/non-woven film
is the bottom layer for preventing the fluid to pass through. Sometimes a non-woven
fabric glued to polyfilm to give feel. Source of non-woven fabrics in India by Ginni
Filaments or Supreme Nonwoven or Pantex, Fiber Web, Union Industries, PVD
plastic, Gujarat, etc. Cost of spunbond fabric is approximately Rs 140/kg.
2. Cellulose Pulp – Wayerhaesder – Switzerland, Rayonier-UK, Tembee Tartas – France,
Stora Enso-Italy.
3. Super Absorbent Polymer – BASF-India, Degassa-Italy. 1 gram SAP generally absorbs
30 ml water or up to 20 ml urine in 3 sec.
4. Polyethylene Back Sheet – Exten-Switzerland, Plastik-Italy, Huhtamaki-Germany.
5. Silicon Paper – MCS-Switzerland, ICA-Italy, Rossella-Italy.
6. Hot Melt seal and positioners – Savare, National Henket-Italy.
7. Packaging – It can be from India or abroad. Index
10

Manufacturing method
• The absorbent pad is the most important component of napkin. Absorbant pad is
made of wood pulp mixed with SAP. Absorbent pad is prepared first. The absorbent
pad is first created by using shredded wood pulp and vacuum laid to required shape
and size, the weight is automatically controlled. By pressing it is formed to required
thickness. Before forming the pad the pulp is mixed with super absorbent polymers
(SAP) for enhancing fluid holding capacity.
• The super absorbent polymer is basically acrylic based polymer that forms gel after
absorbing liquid. By this it can hold water up to 30 times its weight. Sodium acrylate,
potassium acrylate, alkyl acrylate. This absorbent pad is attached to permeable top
sheet made of nonwoven, mainly spunlace fabric. Then the same is attached to non-
permeable bottom sheet made of polyethylene. The three layers/components are
glued and sealed to prevent leakage by using heat or ultrasonic vibrations. The
content of absorbing pad composite will vary for different types napkins.
Index
11

• The application of accessories like tapes, sealing, etc for comfort of fit to the
undergarments is required in some cases. This multi-step manufacturing and folding
and packaging is carried out automatically. Precise control on SAP mixing with pulp,
pulp weight, size and thickness, quality of seal to ensure leakage prevention,
wastage control, etc is an important step in the manufacturing. However, the
counting and packaging can be made non-automatic to reduce machine cost. But it
may increase recurring cost and wastage.
Index
12

Project cost
Product: Lady Napkin
Machine & Infrastructure Details
Production 350/min per machine at 100% efficiency and capacity
Efficiency 80
Waste 1.5 – 3.0%
Power 110 kw
Manpower Operator - 1 & Helper - 10
Automation Semi-automatic
Cost 0.8 to 0.9 crores
Building size 600 sq.mtr per machine
Product Lady napkins
Index
13

Raw material Cost for approximately 8 gm regular sanitary napkin
Raw material Quantity/pc Rate in
Rs./kg
Unit Cost
Rs.
1 Nonwovens fabric 1.1 gm 140 0.15
2 Cellulose pulp 4.5 gm 40 0.18
3 Super absorbent polymer 0.6 gm 0.06
4 Polypropylene back sheet 0.96 gm 116 0.11
5 Silicon paper of 25 microne 45 GSM 0.67 gm 1125 0.06
6 Hot melt seal 0.45 gm 142 0.06
7 Hot melt positioning seal 0.14 gm 149 0.02
Total cost Rs. 0.64
Index
14

Project Plan – in brief
Assuming machine cost – Rs 0.90 crore (Make: China)
Semi-automated machine (packaging manually)
Production – 350 pcs/min. (at 100% capacity and efficiency).
Efficiency – 80%.
Waste – 3%.
Shfit/day – 3 shifts of 8 hours. Working days – 300 (80% utilization of machine out
of 300 working days).
Index
15

Speed of coating machine 350 pieces/min (Average speed considering for single
side: 360 mts/hour, for two passes.
Working capacity 300 pieces/minutes @ 85% efficiency.
Production for 300 working days for 24
hrs/day at 100% capacity utilisation
12.96 crore pieces/annum.
Production for 300 working days for 12
hrs/day at 80% capacity utilisation
10.37 crores/annum.
Capacity
Note:
1. Project profile is calculated based on approximately eight weight/gram of
regular sanitary napkin and also based on China make machine.
2.Land & building cost is considered in the project. However, in many cases, if
project is implemented in existing infrastructure, the same may not be applicable.
3. Capital subsidy schemes are not considered while calculating the profit.
4. Conversion cost is Rs 0.19 per piece.
Index
16

Conclusion
• At present the production of about 900 mn pieces are manufactured in India and
rest are imported.
• Total women in the age group of 15-54 years in India are about 300 mn. Total
menstrual periods/year is 13 that last for 4-8 days and an average of 3
pieces/day is used. Then consumption would be 58,500 mn pieces/year. Present
consumption is 2659 mn pcs, ie, 4.5% penetration while in Europe and USA it is
well above 73 to 92%. Hence a growth rate well above 18 to 20% is expected in
India. The Indian market is quite huge and as per reports available only 35% of
India’s requirement is manufactured in India, as of now. A huge market, great
potential and excellent profit margin is envisaged in manufacturing of sanitary
napkins in India.
Index
17

MACRO ENVIRONMENT
1. The femine hygiene market can be segregated into
• Sanitary Napkins / Towels
• Panty Liners
• Wipers
• Diper
• Taplons
2. Out of this sanitary napkins accounts for approximately 65%
of the femine hygiene market.
3. The femine hygiene market is valued at $180 million in India.
4. With safe and effective procedures, advancement in
Technology, Increase in awareness, The femine hygiene
market is growing very rapidly. Index
19

MACRO ENVIRONMENT
5. The femine hygiene market is still at primary stage in India.
6. Many women still prefer to use traditional way / products.
7. However since last couple of years this category has shown
a remarkable growth.
8. With changing lifestyles, increase in disposable incomes,
greater product choice and availability and influence of
satellite television, the category has on rise.
9. Since the presentation level is relatively low, growth is
expected around 25% over next 5 years.
Index
20

MACRO ENVIRONMENT
10. Femine hygiene most women use cloth during their
menstruation days. This is because price is the biggest entry
barrier. A pack of 10 Sanitary Napkins would cost Rs.30-40.
Therefore average spending during the menstruation days
would be around Rs.48, which is expensive by Indian
standard.
11. While the awareness in the urban areas would be reasonable
given the substantial advertising, the penetration rate is
absymally low at 10%. The product is vertually absent in rural
market.
Index
21

MACRO ENVIRONMENT
12. Given the low base and increasing awareness of hygiene
products, the market is growing at a robust 20-25%. Entry of
cheaper brands, at Rs.20 for a pack of 10 has spumed market
growth.
13. Currently the market is mainly urban.
Index
22

TARGET GROUP
OF SANITARY NAPKINS
Index

TARGET
• Age Category:
– Age – 16 to 24 yrs: Teenagers / Students / Young Professionals
– Age – 25 to 34 yrs: Young professionals / Young Housewives
– Age – 35 to 50 yrs: Working ladies / Housewives
• Socio-economic Status:
– Middle Class, Upper Middle Class & Upper Class
– SEC B+, A & A+
• Geographic Location:
– Metros, Tier-II & Tier-III cities, small towns
Index
24

Age – 16 to 24 yrs
• Confident
• Smart
• Hard Working
• Ambitious
• Charming
• Passionate
• Carefree
• Lively
• Energetic
• Wants to impress others by her
looks
• Takes good care of personal
hygiene
• Front runner in studies
• Always into some extra curricular
activity
• Mom is the best friend
• Friends matter a lot
• Loves to hang out with friends
• Likes to study with friends
• Conscious about career
• Progressive lifestyle – has a
mobile phone, owns a bike, likes
deodorants, perfumes & watches,
stylish clothing & accessories
Index
25

• The females in this age group are very conscious about their looks
and therefore about skin too
• Because of this they are very particular in choosing skin care
products.
• Always want to get noticed by others
• They will not compromise on quality and effectiveness of the skincare
products they are using
• The females in this age group are generally either influenced by their
friends or peer groups, by their mother or even by their elder sister
using the same product
Index
26

• Ambitious
• Confident
• Hardworking
• Believes in hygiene
• Wants to look good
• Meticulous
• Passionate
• Influential
• Organized
• Perfectionist
• Aware about likely harm to skin with
negligence
• Multiple roles in life – office, home
maker, mother and wife
• Likes shopping
• Likes to party
• Visits beauty parlour at least once a
month
• Likes to hang out with friends
• Likes to eat out and go for movies
• A social person
• Celebrates every festival and
occasion with full passion
• Likes some kind of sport /
adventure / dancing for recreation
• Extremely conscious about figure,
clothing style & appearance
Index
27

• The females in this age group are young professional who are unmarried or married,
live independently or with parents
• As a working woman she is confident, hardworking, and straight forward and wants
to achieve great heights in her career
• She needs to be presentable every time, as she has to daily interacts with clients,
meet people or high dignitaries at her work place, hence she is very conscious about
her skin care and the way she looks or carries herself
• Exposed everyday to sun heat, dust and pollution, also gets less time to take proper
care for her skin. She needs an instant solution to look clean, fresh & energetic at her
work place on several occasions like meetings, presentations, get-togethers etc
• Price does not matter to her when buying a skin care product for herself since she
believes she has to look perfect
• As a homemaker she manages the house, family and maintains balance between
home and work. She is also traditional at the same time and follows all customs and
traditions
• She takes care of everyone at the same time; she is particular with her health and skin
care and gives time for it Index
28

• Hard working
• Dedicated
• Organized
• Mature
• Rational decision maker
• Focused & composed
• Intelligent
• Influential
• Conscious about her health
• Attends kitty parties
• Attends social gatherings
• Likes shopping
• Visits beauty parlour
• Health club / gym / yoga
• As a working woman she cares a
lot about her appearance & looks
• As a housewife she is calculative
about where she spends
Index
29

• The females in this category are mid-aged married with/without
kids, working or housewives, looking after family
• She plays a role of wife, a mother, a homemaker or even a good
manager at office
• She is also a strong influencer, if the decision is concerned to her
kids
• Her teenaged daughter’s best friend
• In this age group, generally a female thinks she is growing old with
the time, which she really doesn’t want to. Therefore she generally
prefers skin products that brings glow to their ageing skin and stop
premature ageing of skin
Index
30

BASIS OF SEGMENTATION
Demographic
Age
Sex
Geographic
Education
Occupation
Income
Family Size
Social Status
Religion
Psychographic
Lifestyle
Personality
Behaviouristic
User Status
User Rate
Brand related attitude
Brand Perception
Brand Preferences
Index
32

COMPETITION
OVERVIEW OF SANITARY
NAPKIN BRANDS
Index

OVERVIEW OF SANITARY NAPKIN BRANDS
Index
BRANDS COMPANY
Stayfree Johnson & Johnson
Whisper Proctor & Gamble
Kotex Kimberly Clark Lever
Shapers Gufic Bioscience
Dryfit Venkatesh Surgical
Actfit Actifit India
Primecare Nidhi Surgical
Lozee C. Vinta
Swastick Shanti Surgical
She Comfort She Comfort Ultra Thin
34

Brand Whisper Stayfree Kotex Shapers
Rank 2 1 4 3
Price* Rs. 30 - Rs. 60 Rs. 22 – Rs. 50 Rs. 20 Rs. 20 – Rs. 55
Varieties 6 6 2 2
Absorbency Regular to extra Heavy Regular to heavy Regular to
heavy
Regular to heavy
Material AGM (absorbent gel
material)
AGM (absorbent
gel material)
Funnel System Liqui Seal System
Hypoallergenic Yes Yes No No
Adhesive Marks No No** Yes Yes
Odour Control No Guarantee Yes*** No Guarantee No Guarantee
Score 80 88 40 43
* For a pack of eight. Combo packs work out cheaper.
** Silky Dry and Carefree, do leave adhesive marks.
*** Only two products available with odour control factor.
Index
35

The four brands that presently rule the sanitary napkin
market in India are :
Brands :
• Whisper
• Stayfree
• Kotex
• Shapers
Index
36

Whisper from Procter and Gamble
and Stayfree from Johnson &
Johnson have six different
products each on offer, whereas,
Kotex and Shapers have two each.
Index
37

Offering wise Comparison :
Index
38

Index
What is the market size of Sanitary Napkins?
Is Ahmedabad a growing Market?
Volume
Tons
Value
Mn Rs
Growth Vol
YA
Growth Val
YA
All India (U+R)
West (U+R)
Gujarat (U+R)
Ahmedabad
216500
37%
11%
2%
31612
34%
10%
2%
-10
-6
-3
15
-2
1
2
16
39

Index
Where is the Value growth coming from ?
Urban Rural Salience
40

Index
Is it the Metros or other Town Classes which are growing?
41

Index
Market Share – Who are the players in the market?
42

DIPSTICK STUDY
• Tool for data collection: Questionnaire with combination of closed
and open ended question sets
• Sample Size: 70 respondents
• Sample Plan:
– Age group 18-24 years, 25-34 years and 35 above years
– College students 20%, young professionals 70%, 10%
housewives
• Geographical location: Ahmedabad, Vadodara , Surat
Index
44

USE OF SANITARY NAPKINS
The figures are in percentage. Total no. of respondents 70
Index
45

USE OF SANITARY NAPKINS
The figures are in percentage. Total no. of respondents 70
Index
46

SUMMARY
• Out of total respondents, the brand name of Sanitary Napkin is very important to
about 67% and important to about 29%
• Out of the above 86% respondents, the two most recalled Sanitary Napkin brands
were Stay Free and whisper
• Out of total respondents, about 59% respondents would want to go for Sanitary
Napkin product which they had used before
• To 89% respondents, price they pay is a primary factor to quality and effectiveness
of product
Index
48

SUMMARY
5%
13%
2%
16%
16%
11%
9%
28%
Self- Confidence
Attitude
Ambitious
Opinion Leader
Compromising
Hard-Working
Creative
Industrious
THEY ASSOCIATE THEM WITH
Index
49

SUMMARY
• The family members, especially sister & mother influence the most. Apart from
them friends and peers play a second major role in influencing
• About 61% respondents buy their products from supermarkets & hypermarkets,
17% from medical stores and rest from local kirana stores near their residence
• About 22% respondents recalled seen ads of Stayfree, 28% Whisper, 11% Kotex,
6% She and 9% Shapers
Index
50

PROPOSED BRAND NAMES
1. Pleasure – It’s a Pleasure having.
2. Gossip – Girls associate with this word easily.
3. Happiness – Suggest Happy Feelings.
4. Happy - Suggest Happy Feelings.
5. Confidential – Menstruation is always considered taboo.
6. Private - Menstruation is always considered taboo.
7. XX – Female Generic Sign.
8. Perfect Fit – Shows product USP.
9. Zero – Free from all nativity.
10. Slim – Every women wants to be associate with product feature too.
11. Softline – Suggest Softness.
12. Velvet – Suggest Smoothness. Index
52

13. First Choice – Associate with Recall.
14. Joy – Suggest pleasure.
15. Green – Suggest happiness & Peace.
16. Quiet – Suggest Trouble Free Feature.
17. Kool – Suggest The All Round Comfort.
18. Cool - Suggest The All Round Comfort.
19. Second skin – Suggest the Smoothness.
20. Hygro-free - Means get free from moisture
21. Freebie - Something that is free from trouble
22. Fly on - One who got highest freedom means freedom to fly
23. Comfy - Means providing relief from trouble
24. Freedom – Woman can be free (feel ease) even during menses.
Index
53

25. Welcome Days - Accepting period with warmth rather than
consider it as a problem.
26. No Problem – Feel secured.
27. Femi 9 – femi + Nine
28. Comfortex – Comfort + Tex (Ko + Tex)
29. Period Pals – Pal means friend and your friend during periods.
30. Freedays – Woman can be free (feel ease) even during menses.
31. Be Free – Woman can get rid off from the period worries, leakages and etc.
32. Wonder Wings – Extraordinary wings for protection
33. Those Days – This is very famous phrase used in Carefree ad during early
nineties, and one can easily correlate this name with period.
34. Ensure – Assurance of protection.
35. Absofit – Absorbency + Comfortable Fittings.
Index
54

36. Her Ease – “Her” represents feminine product and “Ease” is
comfortable. It is only simple word that is not used by any other
sanitary napkins marketers. Otherwise, Stayfree, carefree, secure
etc simple words have already been exploited.
37. Herz – Feminine Product
38. Absoease – Absorbency + Easy, comfortable etc.
39. Period Peace – Sense of security and assurance of protection during
period.
40. F – “feel free”
41. Relax – Feel free.
Index
55

MARKET STRATEGY
Intervention Design
Index
The intervention design will be in 3 phases as below:
• Phase 1 - Market Map (AS - IS Scenario) - Weeks 01- 08
• Phase 2 - Market Approach Strategy - Weeks 09 - 12
• Phase 3 - Active Responsibility Roll Out - Weeks 13 - 52
71

MARKET STRATEGY
Derivatives of the Consulting Intervention
Index
The Consulting derivatives of the phases 1 and 2 will
broadly be as below. These are detailed ahead.
• MARKET MAPPING
( AS - IS SCENARIO)
• Current markets, profiles.
• Current Customer segments.
• Current Value Chains.
• Current Buyer Behavior.
• Current Channel Behavior.
• Current Competition Map .
• Barriers to Brand.
• Development! market
• MARKET APPROACH STRATEGY
• Positioning Strategy and brand
architecture
• Communication Strategy and Media
choice
• Distribution strategy and Channel roles
• Pricing strategy and prices along value
chain
72

MARKET STRATEGY
Derivatives of the Consulting intervention
Phase 1 – Market Mapping
Index
73

Derivatives of the consulting intervention
Phase 1 - Current markets, profiles
• Current markets and geographic distribution
• Market segments - geographic and otherwise
• Segmented product and brand shares
• Categorization of markets and marketing implication in different types of markets
• Product trends/ movements of markets post liberalization
• Organized / unorganized markets - regional players?
Index
MARKET STRATEGY
74

Phase 1 - Current Customer segments Segmentation cuts - institutional/retail
• Segmentation cuts - urban / rural
• Segmentation cuts -SEC Profiles
• Segmentation cuts - users / non users
• Profile of individual buyers
• Nature of buying currently
• Differentiation in segments - typical criterions
Index
MARKET STRATEGY
75

Phase 1 - Current Value Chains & Their Behavior
• Domain elements in value chain
• Nature of influencers in value chain ( mothers, children, WOM, others)
• Nature of perception shaping of the domain elements in the value chain.
• Media Choice, Influencer behavior drivers, behavior change modeling,
involvement creation
Index
MARKET STRATEGY
76

Phase 1- Current Buyer Behavior (Segmented)
• Purchase patterns and changing perspectives
• Barriers to purchase ( in rural / non user segment)
• Purchase attributes and their hierarchies
• Attribute preferences at aggregate level
• TOM recall overall, for all brands, benchmarks
• Behavior Change Possibility analysis
• Price and role in market development
Index
MARKET STRATEGY
77

Phase 1 - Current Channel Behavior
• Distribution Channels and flow of money along same
• Typical distribution structures of main competitors
• Multi brand retailing versus sole brand
• Role and influence of Retailer
• Point of Purchase assessment - % buying by brand name
• Brand Strength of competition as assessed by channel
• Sales Promoter satisfiers / drivers
Index
MARKET STRATEGY
78

Phase 1 - Current Competition Map
• Competition Profiles
• Share of different companies - frameworks for estimation
• Retail prices of various categories of products
• Brand Image and premium mapping
• Organizational structure for Marketing of organized players
Index
MARKET STRATEGY
79

Phase 1 - Barriers to Brand Development
• Price related barriers
• Behavior related barriers
• Competition severity related barriers
• Other Non tariff barriers
Index
MARKET STRATEGY
80

MARKET STRATEGY
Phase 2 – Market Approach Strategy
Index
81

Phase 2 - Positioning Strategy & Brand Architecture
• Alternate positioning platforms and analysis of strategic advantage of each
• Organizational Capability requirements with respect to chosen positioning platform
• Organization need and structure
• Brand Value configuration
• Brand development hierarchy laddered down to organizational capabilities
Index
MARKET STRATEGY
82

Phase 2 - Communication Strategy & Media
• Communication platforms
• Communication targets
• Message ( not scripts)
• Media choice and costs
• Cost Benefit Analysis of alternate media
• Promo support ?
• Hierarchy of media spends
• Spend allocation and break down
Index
MARKET STRATEGY
83

Phase 2 - Distribution Strategy & Channel
• Distribution needs
• Alternate distribution structures and relative benefit analysis
• Value of each domain element
• Role and share of revenue
• Processes of business (delivery - stock - sale)
• Competence and capability requirements in proposed channel partners
Index
MARKET STRATEGY
84

Phase 2 - Pricing Strategy
• Positioning and promotion led pricing
• Pricing along the entire value chain
• Credit management
• Commercial Organization structure
Index
MARKET STRATEGY
85

MARKET STRATEGY
Phase 3 – Assistance in Market Roll Out /
Implementation of Strategic Plans
Index
86

Phase 3 - Roll Out of Strategic marketing Plan
• Will cover all organizational competencies
• Coordination with advertising agencies / promotion agencies
• Coordination with placement consultants for organization staffing
• Coordination with Management consultants for operations manuals
• Other undefined Roll-On Marketing activity
Index
MARKET STRATEGY
87

MARKET STRATEGY
Intervention Methodology
Index
88

MIC INTERVENTION PROCESS
Step 1 ( Kick Off Meeting)
Questions Listing
Drivers
Boundaries
Desires
Alignments
Own Assumptions
Previous work done
Readiness to de- learn
Index
MARKET STRATEGY
89

Step 2 ( Market Understanding)
Research design
Research
Index
MARKET STRATEGY
90

Step 3 ( Company Value Analysis)
Strengths
Weaknesses
Opportunity
Threats
Alignments
Strategic Directions
Aggregate ability gaps
Index
MARKET STRATEGY
91

Step 4 ( Market/ customer segmentation)
Research design
Research
Index
MARKET STRATEGY
92

Step 5 ( Strategic Choices)
Market - customer - product choice
Market Build Up modes
Implication Analysis
Gear up Analysis
Creating Alignments
Commitments of resources
Index
MARKET STRATEGY
93

Step 6 ( Strategy Ladder)
Aggregate Market Approach Strategy
Brand Proposition
Positioning, Pricing, Packaging, Place etc
Ladder into Tactics
Index
MARKET STRATEGY
94

Step 7 ( Marketing Plan)
Who does what by when ?
Agencies required
Cost Benefit Analysis of Media
Briefing Notes
Reports
Index
MARKET STRATEGY
95

Step 8 ( Implementation)
Process mapping
Training of core team
Briefing of agencies
Roll Out
Index
MARKET STRATEGY
95

MARKET STRATEGY
Samples
Index
97

Samples – respondents will be spread across profiles
Index
MARKET STRATEGY
Region Number of Cities Number of
FGDs
Number of
Consumers
Research
Number of
Channel Research
North 3 (Banaraskantha,
Sabarkantha, Mehsana)
@2FGDs
Per city
@50 respondents
per city
@15 channel
per city
Central 3 (Ahmedabad,
Baroda, Anand)
@2FGDs
Per city
@50 respondents
per city
@15 channel
per city
South 3 (Surat, Navsari, Valsad) @2FGDs
Per city
@50 respondents
per city
@15 channel
per city
East 3 ( Jamnagar, Rajkot,
Junagadh)
@2FGDs
Per city
@50 respondents
per city
@15 channel
per city
98

APPENDIX -1
Design and development of low cost sanitary napkins
using cotton knitwear waste
Introduction
• The attainment of puberty in women is signified by menarche, the age of onset of
menstruation. During menstruation, use of some kind of a protection in the form of a
pad or napkin is mandatory. The kind of sanitary protection practised during
menstruation can determine the hygiene status of a woman, which can affect her
reproductive health levels.
• Many feminine hygiene products are available in the Indian market, their cost ranging
between Rs. 2.40 - 7.5 / napkin. With this cost profile, these products are being utilized
mostly by the upper middle and high-income group women. Also, the high product
cost is a major deterrent in its utilization by the people of the low-income category. A
need was thus felt to develop a low cost technology for the manufacture of products
for sanitary protection, utilizing textile waste materials with similar properties.
Index
99

APPENDIX -1
• A sanitary napkin basically comprises of three layers; top layer, absorbent layer and
barrier sheet. The absorbent layer is the key component of the napkin and the extent
to which this layer is able to absorb and retain the fluid determines the efficiency of
the napkin. This bulk layer of a napkin is a non woven web, made of hydrophilic
cellulosic staple fibers like wood pulp, cotton linters, viscose etc (IS: 5405 1981). Most
of the wood pulp used for the purpose is imported, and therefore expensive,
increasing the overall cost of a sanitary napkin. Cotton is seen as a major fiber poised
to replace wood pulp especially in the feminine hygiene products where less bulky is
preferred and thinner is better. The high cost of cotton is the reason why it has not
been able to replace pulp (Egelsbach, 2002). Hence, the possibility of using cotton of
the low cost knitwear waste is most appropriate to achieve value at less cost. The
waste of the knitwear sector is typically from fully-fashioned garments or the
traditional cutnsew techniques. The cost of this cutting and sewing edge waste varies
from Rs.2 to 10 / Kg.
Index
100

APPENDIX -1
• In the present study, an attempt has been made to develop low cost sanitary
napkins by utilizing cotton fiber from knitwear waste. The process has been
optimized and evaluation of the final product was done with respect to
performance, comfort and hygiene parameters. The quality of the developed
product was compared using specified parameters with four major brands of
sanitary napkins in the Indian markets
Methodology
Step I: Evaluation of the Branded Sanitary Napkins Available In the Markets
• 16 varieties of sanitary napkins of 4 major brands i.e., Stayfree, Whisper, Kotex and
Shapers were evaluated in terms of physical and microbiological parameters.
• The cost profile of each brand and special features advertised on their package cover
were also compared. The Physical Parameters tested were:
Index
101

APPENDIX -1
1. Qualitative Fibre Analysis
• The fibre analysis of the selected sanitary napkin was done layer wise, using the
standard AATCC test methods. Preliminary identification was done using a light
Microscope; the longitudinal view of the fibres was viewed under the microscope.
Chemical analysis of each layer was done to confirm the nature of fibers. Solubility
tests were conducted to identify the cellulosic fibers and type of synthetic fibers.
Melting Point process was used to identify the type of Polyolefin fiber, viz.
Polypropylene and Polyethylene.
• Scanning Electron Micrographs (SEM) of the pulp fibers of regular type napkins was
prepared to ascertain the nature of cellulose fiber used.
2. Determination of pH
• The pH of sanitary napkins was tested using the aqueous extracts of the samples by
the cold method. The IS: 5405-1981 specification for sanitary napkins, specifies the
test method for testing pH of a sanitary napkin. Index
102

APPENDIX -1
3. Determination of Absorbency and ability to withstand Pressure after Absorption
• This test was conducted as per the IS: 5405-1981. The time taken for the fluid to get
completely absorbed by the napkin and the area of the spread of the fluid was
noted. The sides and back of the napkin were observed for any fluid leaking through
after placing a one Kg weight on it.
4. Flexibility of the Sanitary Napkins
• Flexibility of the sanitary napkins was tested by the Modified Circular Bend
Procedure. It is a test modeled after the standard ASTM circular bend procedure.
The test apparatus used was an Instron inverted compression load cell, and the
maximum force reading is the peak bending stiffness for that specimen.
Index
103

APPENDIX -1
5. Water Retention
• The measurement of water retention was done by the standard ASTM Centrifuge
method. Each prepared specimen was immersed in distilled water at room
temperature for 5 minutes to completely wet it out. For ultra thin napkins the
immersion time was for 2.5 minutes. The centrifuged specimen was weighed, dried
and reweighed. Water retention was calculated and reported as a percentage of the
dry mass.
6. Disposability
• The disposability of the napkins was tested as per IS: 5405-1981. The napkin with the
top and back covering removed was immersed in 15 liters of water and time taken
to completely disperse in water was noted
• The Microbiological testing of sanitary napkins was done to indicate the level of
micro-organisms and common skin and uterine pathogens in the product
Index
104

APPENDIX -1
1. Bacterial and Fungal Bio-burden
• The testing was carried out by the Aerobic Plate Count method and the Yeast and
Mould Count method for determining the bacterial and fungal Bioburden
respectively using the standard method BAM, 2001. All Colony Forming Units (CFU)
were counted including pinpoint size.
2. Presence of Staphylococcus aureus
• Sanitary napkins were also tested for the presence of Staphylococcus aureus using
the standard test method IS: 5887 (part II) 2005. The saline extracts of the samples
were inoculated on Baird parker medium and the Baird parker agar plates were
incubated for 30 hours at 37˚C. From the incubated plates the suspected colonies of
the organism were looked out for.
• The quality of the branded sanitary napkins was ascertained on the basis of physical
and microbiological properties.
Index
105

APPENDIX -1
Step II: Preparation of Cotton Knitwear Waste
1. Conversion to fiber form
• The knitwear waste was in the form of uneven fabric pieces. It was converted into
fiber form (suitable for making the absorbent core of a sanitary napkin), by the
garneting process. The assessment of the mean length and uniformity of length of
the fibers was done using the standard IS method. The average length of the fibers
as well as the percentage of short fibers in it was noted.
2. Preparation of Web for Absorbent Layer of the Napkin
• Washing of the fibers was done to improve their absorbency, softness and hygiene.
Three different methods were used for washing; detergent, rewetting agent and
alkali. The evaluation of suitability of a method was done on the basis of the
enhancement of absorbency of the fibers and the pH with each method.
Index
106

APPENDIX -1
Step III: Development of Prototypes and Evaluation
• Sanitary napkin prototypes were prepared in regular sizes using the optimized low
cost fiber as the absorbent web. The designs were varied in terms of belt less and
belted type varieties. Sterilization of the developed prototype was done in an
autoclave as per the standard IS method.
• Evaluation of the developed prototypes was done on the same test parameters as
done for branded sanitary napkins. In addition, the developed prototypes were also
tested microbiologically for presence of Candida albicans, a common pathogen of
the uterus. The saline extracts of the samples was inoculated on Potato Dextrose
agar and the agar plates were incubated for 48 hours at 25˚C. From the incubated
plates the suspected colonies of the organism were looked out for. (Coneman, E.W.,
1997)
• Results and Discussion
• Analysis of Garneted Knitwear Waste Fibers Index
107

APPENDIX -1
• Evaluation of the fiber length after garneting was done using a comb sotter. The
results showed that the mean length was 16 mm, with 28% short fibers. Best
washing results were achieved with detergent, recording a pH of 7.4 and absorbency
(time of sinking in water) of 1.14 seconds.
Comparison of the Branded and Developed Prototype (Low Cost Sanitary Napkins)
Cost and Special Features
• On an average, the cost profile of the branded napkins ranged from Rs. 2.40 to
7.50 / napkin. The Ultra-thin varieties were priced at almost 2-3 times more than the
Regular types. The data shows that each brand offers a variety of sanitary napkins
with regard to shape and thickness, such as with and without wings or with extra-
large wings, Regular and Ultra-thin. Special features like stain-lock, odour-control
systems, central absorbency zones etc. were advertised on certain packs and were
promoted as the brands USP. The prototype prepared with cotton knitwear waste
cost less than the cheapest variety available in the market.
Index
108

APPENDIX -1
Physical Parameters
• Qualitative fiber analysis of the branded napkins revealed that the middle layer in
all the napkins was mainly cellulosic fiber. The SEM showed fibers, some with
convolutions and most fibers showed the presence of lignin and ray markings as
seen in softwood fibers. The top and the barrier sheets were found to be
polyethylene in nature for most brands. In some brands, the fiber nature of the
cover sheet was found to be polypropylene.
• All the branded napkins as well as the napkin developed from knitwear waste
conformed to absorbency standards of BIS. 30 ml of test fluid flowed @15
ml/minute onto the samples was fully absorbed by all the napkins. The time taken
for the fluid to get completely absorbed ranged from 5 seconds to 30 seconds
among the various brands. Positioning of the napkin was found to be a critical factor
in observing leak - through property. With a slight shift in position of the flow point,
from the centre towards the sides, some napkins tended to leak through the sides
and the fluid showed up at the back. Further, pH of all the samples was found to be
within the Index
109

APPENDIX -1
range (6 to 8.5) suitable to the human skin. The napkin made from knitwear waste
too conformed to the prescribed standard showing a pH of 7.7.
• Water retention was measured by the centrifuge method to note the amount of
water remaining in and on the napkin after a specified mechanical treatment. Water
retention was found to vary from 174% to 630% for Regular branded napkins. The
knitwear waste prototype exhibited 369% water retention. The water retention
capacity of ultra thin napkins was found to much higher, ranging from 887% to
1341%. The water retention ratio of the centrifuged samples ranged from 5 times to
20 times the weight of the sample for branded Regular to Ultra thin napkins
respectively. The knitwear waste prototype showed a water retaining ratio of 7
times the weight of the sample.
• Flexibility was measured as force in grams, where, higher value indicated stiffer
material. Branded Regular type napkins varied from 1369 to 3601 gm. and Ultra-thin
ones ranged between 310 to 705 gm. The developed prototype was found to be
much more flexible than most regular branded napkins; exhibiting a flexibility of
1869 gm. Flexibility was an indication of the softness of a napkin. Index
110

APPENDIX -1
• Disposability in water was seen in less than 5 minutes for almost all Regular type
napkins, with fluff pulp as the middle layer. The middle layer of knitwear waste
napkin also dispersed in water within 5 minutes. The brands which had an additional
synthetic layer of material lining the absorbent core did not disintegrate at all. All
the Ultra-thin napkins were found to be non-dispersible in water.
Microbiological parameters
• Hygiene quality of the napkins was assessed on the basis of their susceptibility to
micro-organisms and common skin pathogens. Most napkins were found to have a
bacterial bioburden of less than 1000 cfu / ml (internal standard of Johnson &
Johnson Ltd.), even though the range within brands was vast, between 10 to 955
cfu/ml. However, one brand exhibited a much higher bacterial count of 1660 cfu/ml.
Fungal bioburden for all the napkins was within the acceptable range; 0 to 730
cfu/ml. The knitwear waste prototype was assessed for bacterial and fungal counts
before and after sterilization. The counts of bacteria and fungi at both stages were
found to be low. No typical colonies of pathogen Staphylococcus aureus were
Index
111

APPENDIX -1
observed in any of the tested samples. The developed prototype was also tested for
presence of Candida albicans, a common pathogen of the uterus known to cause
urinary tract infections. No typical colonies of this pathogen were observed.
Conclusion
• From the results of the present study, it may be concluded that low cost sanitary
napkins of comparable quality as that of branded napkins can be developed using
cotton from knitwear waste as the absorbent layer. This will enable the women from
the lower economic strata to use the feminine hygiene products to improve their
reproductive health.
This will make disposable sanitary napkins affordable for the women of the lower
economic strata and thus help to improve their status of menstrual hygiene
management.
Index
112

APPENDIX -1
References:
1. Bacterial Analytical Manual, Aerobic Plate Count, January, 2001,Chapter 3 &18
2. Coneman, E.W., Allen, S.D., Janda, W.M., Color Atlas and Standard Book of
Diagnostic Microbiology, E.D publications, Lipincott, 1997
3. Egelsbach, AquaJet Spunlace System Technology for Cotton Fibers, Fleissner GmbH,
Germany, May, 2002.
4. Indian Standards, Specifications for Sanitary Napkins, (First revision), IS: 5405-1981,
Indian Standards Institution, New Delhi.
5. Osborn, T.W., Thin, Flexible Sanitary Napkin, US 4950264- Patent P & G, August,
1990, Cincinnati, Ohio.
Index
113

APPENDIX -1
About the author
Bhawana Chanana is a Reader with the Department of Fabric & Apparel Science at
Lady Irwin College, Delhi University. This research work is a part of her Doctoral
research work that she is currently pursuing in the area of Design & development of
Low cost Sanitary napkins. Work on the use of other types of fibers from wastes of
agro products is currently underway. A need assessment survey has also been
conducted amongst women belonging to lower income category to assess the level
of acceptance for low cost disposable sanitary napkins.
Index
114

APPENDIX -2
• AHMEDABAD: Ahmedabad-based Consumer Education and Research Centre recently
tested 19 brands of sanitary napkins available in the market and found that not all of
them conformed to the absorbency tests. Besides, holes, dirt and even ants were
found on the samples which were tested.
• Out of the 14 brands nine were from the cotton-based category and five from the
gel category. None of the brands had volunteered for the ISI mark as IS certification
is not mandatory for this product.
• The brands tested included Carefree (Regular), Kotex Dri-Guard (Extra-large), New
Kotex (Regular), New Stayfree SilkyDry (Regular), Shapers Acti-slim (Ultra), Shapers
Natural Feel, She Comfort, She Teens, Stayfree Secure (Regular), Stayfree Germi-
Shield (Regular), Stayfree Ultra Thins, Whisper Heavy Flow & Overnights (Regular),
Whisper Maxi and Whisper Ultra. The brands were tested as per the Indian
Standards IS : 5405 - 1980.
CERC finds dirt, ants in sanitary napkins
Index
115

APPENDIX -2
• Leakage is the main worry of women. All the brands conformed to the absorbency
test as per the BIS except Whisper Ultra and She Teens. After the absorbency test
weight of 1 kg was applied on the napkin for one minute and then the brands were
checked for any leakage.
• She Comfort, She Teens and Whisper Ultra showed leakage and hence, they did not
conform to absorbency and ability to withstand pressure as per the BIS.
• Because of the usage of this product in a sensitive area, it is important that the
product must be clean and free from foreign matter. New Kotex Regular, Whisper
Heavy Flow & Overnights (Regular), Kotex Dri-Guard (Extra Large) and She Teens
showed wrinkles.
• Four samples of Kotex Dri Guard (Extra Large) revealed dirt on the pad. One sample
had an ant. Hole was observed in one sample of Shapers Acti-Slim Ultra.
Index
116

APPENDIX -2
• Shapers Acti-slim (Ultra) did not indicate the method of use. Disposal instructions
were not given by Whisper Heavy Flow & Overnights (Regular). Shapers Natural Feel,
Shapers Acti-slim (Ultra), She Comfort and She Teens did not mention size of the pad
on the packaging material.
• Apart from the laboratory test, a panel test was also felt necessary to find what
women feel about the brands vis-a-vis their comfort level. Among the gel based
brands, Stayfree Ultra Thins, was liked the most by CERC's panelists. Among the
cotton filler-based brands, Whisper Heavy Flow and Overnights was liked the most.
• For rating and ranking the product, CERC decided to give 80 per cent weightage to
the lab test and 20 to the panel test. Since leakage is the most important parameter,
CERC gave it a weightage of 80 per cent.
• It also considered the dimensions (length and width of the filler) as an important
parameter and hence included it in the rating and ranking, giving it a weightage of
20 per cent.
Index
117

APPENDIX -2
• Though Whisper Heavy Flow & Overnights was the best scorer with 95 points, it was
higher priced at Rs. 8.20 per napkin. So the 'Best Buy' in this category was Stayfree
Secure with a score of 91 points, but a price of just Rs. 2.20 per napkin.
• Among the gel-based napkins, Stayfree Ultra Thins was the Best Buy' with the
highest score (96). It is also the least expensive at Rs. 5.63 a napkin.
Index
118

APPENDIX -3
• Known as sanitary pads, sanitary towels or maxi pads, sanitary napkins form an
important part of the gynecological hygiene of every woman. A sanitary napkin is a
form of a porous item that has the capability of soaking the flow of blood. Hence,
menstruating women wear them during their periods. Some women also prefer
using them while recovering from vaginal surgeries, childbirth or abortion. Today,
there are different varieties of disposable sanitary pads available in the market,
ranging from ultra-thin panty liners to oversized maternity pads. From reusable
‘rags’ to disposable ‘napkins’, menstrual pads have indeed come a long way. Read in
further to get some interesting background information on them.
The Origin
• If we trail back to history, we will see that women have used a variety of menstrual
protection, over the years. The ‘Museum of Menstruation’, located on the suburbs
of Washington DC, offers some interesting insights. Some of the most common
History Of Sanitary Napkins
Index
119

APPENDIX -3
forms of protection were grass, rabbit skins, sponges, rags, menstrual aprons,
homemade knitted pads or other kinds of absorbents. However, disposable sanitary
pads started to be available in the markets only around the year 1895.
The Idea
• Disposable pads owe their origin to nurses, who first came up with the idea of
holding the flow of menstrual blood with the help of available wood pulp bandages
in the hospital. The manufacturers of bandages borrowed the idea and produced
pads made from handy products that were inexpensive enough to be disposed.
Slowly, other manufactures joined the line. However, their prices were sky-high,
which made them exclusive toiletries of rich women.
Index
120

APPENDIX -3
The Form
• The first sanitary pads were in the form of a cotton wool or similar stringy
rectangular structure, sheathed with an absorbent liner. The pad was shaped in
such a way, so that it could be easily attached to a special girdle or belt. However,
due to its inconvenience, the girdle gave way to an adhesive strip on the bottom of
the pad for proper attachment to the undergarment. Soon, belted sanitary napkins
became outmoded and stick-on pads became popular.
The Modern Era
• Today, sanitary napkins are available in a wide variety of patterns, designed taking
into consideration both comfort and style. Some major innovations include quilting
of the lining, introduction of ‘wings’, fragrant pads, introduction of panty liners and
reduction of pad thickness. Nowadays, most women even have their own standard
sanitary brands. Besides, most brands come in very nominal prices, which have
made sanitary napkins a commonplace household item.
Index
121

APPENDIX -4
Index
All Competitor Television Ad
122

BRANDS ON TELEVISION
Category Company Brand Description Dur Lan
Sanitary Napkins P&G Whisper Choice New with wings at Rs.28/- /Napkin in form of
sandals is walking through water.
15 Hin
Sanitary Napkins J&J Stayfree Secure At Rs.20/- /Aab wakt hai badalne ka/A guy
comes to see a girl/She convince her mother to
go out with the guy & enjoys with him.
35 Hin
Sanitary Napkins Mankind Pharma ltd Don't Worry A 6 pads for Rs.23/- ultra thin/A girl complaints
friend about wetness & thus cannot play the
hockey match.
20 Hin
Sanitary Napkins P&G Whisper Ultra Clean/Sanitary Napkin as umbrella. 15 Hin
Sanitary Napkins J&J Stayfree Secure Rs. 20 for Cotton soft & Rs. 24 for Secure Dry/
A lady giving information in a store
25 Hin
Sanitary Napkins J&J Stayfree Secure Error/ Rs. 20 for Cotton soft & Rs. 24 for
Secure Dry/ A lady giving information in a store
25 Hin
Sanitary Napkins P&G Whisper Now at Rs.30 /- / Choice / New Ultra / With
1000 gel crystals / Have a happy period
15 Hin
Index
APPENDIX -4
123

Category Company Brand Description Dur Lan
Sanitary Napkins P&G Whisper Now at Rs.30 /- / New Ultra Whisper Choice /
Have a happy period/Pad opens like an envelope
10 Hin
Sanitary Napkins P&G Whisper Now at Rs.30 /- / New Ultra Whisper Choice /
With 1000 gel crystals / Have a happy period/
15 Hin
Sanitary Napkins J&J Stayfree
Secure Dry
Secure Dry / At Rs.29 / Ab vakt hai badalne ka / A
girl plays musical chair with family in backyard.
30 Hin
Sanitary Napkins P&G Whisper Now at Rs.30 /- / Choice / New Ultra / With 1000
gel crystals / Have a happy period / Bath tub
15 Hin
Sanitary Napkins J&J Stayfree
Secure
Girl travels sitting on top of the bus with her
friends / clicking photographs / Rs 29/- only
30 Hin
Sanitary Napkins KCL Kotex XL / Rs. 29 / Different girls talks about Kotex 40 Tel
Sanitary Napkins P&G Whisper Maxi Nights/ Have a happy period/ Sanitary
Napkin form like a swing in a sky
15 Hin
Index
BRANDS ON TELEVISION
APPENDIX -4
124

THE WOMAN CONSUMER IN INDIA
• Popular theory has it that changes in household consumption behaviour are
happening rapidly because more women are now working outside the home.
Hence, they are becoming more exposed and financially independent. They are
also getting more assertive and they are all set to bring about a consumption
revolution and explosion. The truth, like everything else about Consumer India,
is not so simple and straightforward. Yes, it is true that women are changing
and this change will create new and different opportunities. But to assume
that they are changing only because of a huge surge in the number of women
in the workforce might be a mistake.
Working Women Facts
• To this day, only 23 per cent of housewives in urban India have a job outside
the home. In comparison, this number is 42 per cent of housewives in rural
India, where working in the fields
Index
APPENDIX -5
125

Index
0
5
10
15
20
25
30
35
40
A1
(2MN)
A2
(4MN)
B1
(5MN)
B2
(5MN)
C
(13MN)
D
(14MN)
E1
(7MN)
E2
(11MN)
URBAN
%ofworkinghousewives
SECs
APPENDIX -5
126

Index
0
10
20
30
40
50
60
R1 (6MN) R2 (16MN) R3 (57MN) R4 (68MN)
RURAL
%ofworkinghousewives
SECs
APPENDIX -5
127

Is common for women. ( The term ‘ housewives ‘ pretty much covers most
adult women, since the age of marriage is still very low ). What is more, as
households get richer, the proportion of women in the workforce falls
The conservative working woman :
• Contrary to popular belief, more women working outside the home does not
have the expected impact on consumption, since the ‘ this as well as that ‘
working woman continues to play the traditional role at home, and in many
ways is the last to change practices inside the home, even as she blazes new
trails outside the home. Her personal spending and saving patterns on
personal products will change quite dramatically, but not her household
behaviour; at any rate, not in the same measure.
Index
APPENDIX -5
128

The home entrepreneur :
There is, however, a new category of working women just emerging, called
micro-entrepreneurs, who run what they call a ‘ home businesses ‘. They stay
mostly at home, refer to themselves as housewives and not as working women,
but run some sort of business, typically tailoring, cooking, catering, giving
tuition to children, beauty parlours, etc.. A 2006 study conducted for TIE ( a not-
for-profit organization to promote entrepreneurship ) in six cities among 1200
women in the social classes B,C and D showed that 25 per cent were already
doing some work from home and another 30 per cent intended to start a home
business. The desire to be productive and to improve their self-worth by
turning talent into money is huge, and this trend will only accelerate.
Index
APPENDIX -5
129

The changing housewife :
• Rena Bartos, an American demographer, pointed out in one of her books that
the cookie cutter gender stereotypes of working and non-working women that
marketers adopt is actually flawed. She pointed out way back in the 1980s that
all working women are not the same – there are those for whom it is ‘ just a job
‘ and there are those who are actually pursuing careers. Similarly, ‘ stay at
home ‘ women are of two types – those that want to work and see themselves
as working women even though they do not work outside the home and those
that are happy to be at home.
• In India, the increasing number of working women is not driving change as
much as the increasing number of housewives who have acquired the ‘ working
woman ‘ mindset.
Index
APPENDIX -5
130

• Working from home or not, all women say they see themselves as chief
executives of the household and primary coaches of children, ensuring their
success in this ultra competitive world. Further, since around 60 per cent of
families, both urban and rural, are nuclear, with no elders living with them, the
housewife sees herself as having a very important role to play. This has resulted
in the rise of what I call ‘ womanism ‘, which is driving major change across
households in Consumer India.
Index
APPENDIX -5
131

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