India is the second fastest growing economy in the world with a large portion of the total GDP coming from personal consumption (Luce, 2016). This segment of India’s market is ever-growing with increasing levels of disposable income and rising aspirations. Delivering products to this large market segment would be extremely beneficial for the growth of Lunapads in the Indian market.
Finally, almost half of the upper BOP population in India is between 10 and 30 years old (Luce, 2016). This presents a huge opportunity for Lunapads not only for the sustainable consumption forecasted by this age group but also the relevance to the product; the average age of menstruation in India is between 12 and 45 years of age (Luce, 2016). This presents another great opportunity in this market for Lunapads as the majority of this segment is at the age in which they need these products and about half of this segment is female (Boom or Bomb: India’s Demographics and Market Impact, 2016).
Competition
The Indian market for feminine hygiene products, although not as large as Canadian market, does present some competition from both international and local companies. Proctor and Gamble (P&G) is the market leader with 48% of retail value sales with their popular brand, Whisper (Sanitary Protection in India, 2015). P&G offers a wide range of products to suit every level of need for Indian consumers in this market and present the largest competition for Lunapads. Procter & Gamble Hygiene & Health Care Ltd, Johnson & Johnson (India) Ltd, Kimberly-Clark Lever Ltd and Unicharm India Pvt Ltd have continued to dominate the market with a cumulative retail value sales of 78% in total (Sanitary Protection in India, 2015). These international companies have a first mover advantage in the market and strong resources to continue to develop their existing distribution networks across the region.
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