Core Insights - India is experiencing a gradual shift towards menstrual cups (m-cups), driven by cost savings and ease of use, which also contributes to reducing waste generated from disposable menstrual products [1][2][3] Industry Overview - Approximately 12.3 billion disposable menstrual pads are used annually in India, with a significant portion being non-biodegradable, leading to a projected waste burden of 130,000 tonnes by 2030 [2] - The market for menstrual hygiene products is evolving, with commercial product penetration increasing from 17% in 2017 to around 40% today, while sanitary pads still dominate 92% of the market [8] Adoption Rates - A study found that over 90% of Indian women are willing to switch to m-cups when informed about their benefits, with acceptance rates varying across states: 85% in Maharashtra, 80% in Telangana and Jharkhand, and 75% in Karnataka [3][5][6] - The HLL survey indicated that 91.5% of women were open to using m-cups after attending an awareness session [5] Market Dynamics - The m-cup market is projected to grow from $38 million in 2024 to over $56 million by 2030, indicating a significant opportunity for companies in this sector [9] - Monthly sales of m-cups have surged from 2,000 pieces pre-COVID to over 50,000 today, reflecting a growing consumer preference for sustainable products [9] Economic Considerations - The cost of disposable sanitary pads can accumulate to thousands of rupees over the years, while a single m-cup, priced between ₹250 and ₹1,800, can last 5-10 years, representing a substantial long-term saving [11][12] Social Impact - Initiatives like the Karnataka Government's 'Maitri' scheme and Reliance Foundation's "Simply Periods" are promoting the distribution of m-cups and raising awareness among women [14] - The growing acceptance of m-cups highlights the importance of accurate information in driving sustainable choices among women [15] Challenges and Concerns - Medical experts emphasize the importance of proper usage of m-cups to avoid health issues, while concerns about the quality of low-cost m-cups in the market have been raised [16][17]

Business Strategy - A Japanese auto parts maker is exploring a new growth area: menstrual cups [1]