India has a population of 1.32 billion, of which 650 million are women. In such a large group of women, the usage rate of sanitary napkins, an essential consumer product for women, is only 20%. The huge gap between the rich and the poor, the low education penetration rate and the traditional concept have hindered the promotion of feminine hygiene products in India.

In India, the traditional concept of menstruation, dysmenorrhea, these words are still a taboo topic in people's minds, originally a natural physiological phenomenon, but has long carried the "shame", "dirty" stigma, even with menstruation-related products are not allowed to be mentioned. Recently, the men's cricket team signed a sponsorship deal with a sanitary napkin brand, which may improve people's perceptions, destigmatize women's periods and remove the taboo of menstruation in the country.

The Rajasthan Royals of the Indian Cricket Premier League signed a sponsorship deal with the country's sanitary napkin brand Niine, whose logo will appear on the jerseys of the men's cricket team. Media comments say this will go a long way in challenging the deeply rooted taboo of menstruation in Indian society's mindset.

The Rajasthan Royals reportedly said they hope the Niine brand sponsorship will help educate men. Menstruating women in India still face deep-rooted social taboos. In some rural areas, menstruating women must arrange separate sleeping quarters and are forbidden to enter temples. In his Independence Day speech on the 15th, Indian Prime Minister Narendra Modi emphasized his support for the elimination of menstrual taboos, according to BusinessWireIndia.

Both Rajasthan Royals and Niine said they hoped the sponsorship would help change society's perception of menstruation, and both released posters that read "Let's talk about menstruation. A statement from the Rajasthan Royals said, "There is no doubt that cricket is the most popular sport in India and this provides an ideal platform to discuss health issues and promote social change." The statement added: "Rajasthan Royals will be a communication intermediary to help educate men in the 2020 season of the Indian Cricket Premier League, not only to increase awareness on a large scale, but also to promote understanding."

The Niine brand was born two years ago with a range of hygiene and personal care products including sanitary napkins and hand sanitizer. In addition, Niine has developed a menstrual recording app that is available in nine Indian languages.

Cricket is one of the most popular sports in India, and the Indian Cricket Premier League has a huge presence in India and beyond. Due to the new crown epidemic, this year's Indian Cricket Super League will be held in the UAE from September 19 to November 10. The Rajasthan Royals will be playing in a jersey with the Niine logo on the back.

India, as a young market, has a huge potential consumer base, but before enjoying this attractive "cake", it needs to overcome many challenges and open up the market. Compared with the domestic sanitary napkin market competition is hot, the Indian market is the "meat and potatoes".

India's demand for sanitary equipment has increased, Chinese companies with professional production and manufacturing technology can invest in the Indian market and take a larger market share first. In recent years, India has imported from China such as feminine hygiene products production equipment, nonwoven production lines, bottom film production lines, SAP production lines, hot melt adhesive production lines, etc., which has brought new vitality to the Indian market.

Although the Indian feminine hygiene products market is still in its infancy and consumers tend to choose lower priced products, the trend is still for high quality products. Chinese companies can provide India with affordable and high quality raw materials to produce affordable and high quality products to meet the growing Indian market demand.