India is experiencing a quiet but powerful transformation in women's hygiene, as menstrual cups steadily gain acceptance across the nation. This shift, driven by economic savings and growing environmental consciousness, is beginning to make a dent in the colossal waste generated by disposable sanitary pads.
The Driving Forces: Economy and Environment
With over 355 million menstruating individuals, India faces a massive challenge in managing menstrual waste. Approximately 12.3 billion disposable pads are used annually, most of which are non-biodegradable. This burden is projected to reach a staggering 130,000 tonnes by 2030. In this context, the reusable menstrual cup presents a compelling alternative.
A pivotal study by HLL Lifecare Ltd, a public sector unit under the health ministry, underscores the potential. Published in November 2025 in the Elsevier – Dialogues in Health journal, the research found that a single cup can replace about 810 disposable pads over five years. The study, conducted under HLL’s Project Thinkal in Kerala’s Alappuzha district, revealed that 91.5% of the 4,345 women surveyed were willing to use menstrual cups after an awareness session.
Dismantling Taboos and a Fragmented Market Blooms
The high acceptance rate challenges the persistent myth that Indian women are culturally averse to insertion-based products. Project Thinkal data, covering over 500,000 women nationwide, shows robust acceptance elsewhere: 85% in Maharashtra, 80% in Telangana and Jharkhand, and 75% in Karnataka. Medical counseling has been key in dispelling fears related to pain or the "virginity myth."
The private market reflects this public sector success. From a commercial period product penetration of just 17% in 2017, it now hovers around 40%. While pads still dominate 92% of the market, the non-pad category, including cups, has carved out an 8% share. The market is vibrant with brands like Pee Safe, Sirona Hygiene, Carmesi, and Asan.
Vikas Bagaria, founder of Pee Safe, noted monthly sales surging from 2,000 pieces pre-pandemic to over 50,000 today. He attributes this to the product's value: a sustainable option usable for five years, offering 12-hour freedom. The Indian menstrual cups market is projected to grow from $38 million in 2024 to over $56 million by 2030, according to IMARC Group.
Economic Empowerment and Health Perspectives
The economic argument is powerful. While a monthly supply of disposable pads can cost between ₹50 to ₹150, a menstrual cup is a one-time investment of ₹250 to ₹600 for budget options, lasting 5-10 years. For daily wage earners, this significantly reduces monthly expense and stress.
Medical experts view this as a natural evolution. Dr. Sangita Reddy, Joint Managing Director of Apollo Hospitals, stated that the move from cloth to pads was the first step, and cups are the next. She emphasized the need for public incentives and education.
However, experts also stress correct usage. Dr. Archana Dhawan Bajaj, a gynaecologist in New Delhi, cautioned that users must empty cups timely to avoid infections. Sujata Pawar of Avni Wellness warned against cheap, poor-quality copies flooding the market, which can cause harm and lead to doctors de-recommending cups.
Initiatives like the Karnataka government’s 'Maitri' scheme, which distributed free cups to 10,000 girls, and Reliance Foundation’s "Simply Periods" for athletes, are bolstering adoption. As Poonam Muttreja of the Population Foundation of India noted, given accurate information, women are choosing the more sustainable option, helping India achieve both its sanitation and environmental goals.
