U.P.-based company says it will gradually expand its footprint pan India

Inspired by the Hindi movie Padman, a U.P.-based businessman, who is into textiles and mouth fresheners, is building a venture to manufacture high quality sanitary napkins at ‘appropriate’ prices to customers, mostly in North India where awareness and reach are low.

His company Shudh Plus Hygiene Products, which had already set up a manufacturing unit at Gorakhpur in U.P., had been supplying ‘Niine’ brand sanitary napkins to U.P., Bihar, Jharkhand, Bengal and national capital region since May 2018.

The company is set to expand capacity to supply sanitary napkins all over India, competing with the likes of Procter & Gamble and Johnson & Johnson who are segment leaders enjoying a combined market share of 85%.

“We are investing ₹80 crore in this business which has huge potential for growth,” said Amar Tulsiyan, director, Shudh Plus Hygiene Products Pvt. Ltd.

“This business has also got a social impact as only 18% of the 35 crore women in India have access to sanitary napkins. My objective is that every one must have it and it is their right,” he added.

In the first phase, the company had invested ₹30 crore to start production and another ₹30 crore is being invested in the second phase.

The first production line became operational in May 2018 and the second production line is expected to go online shortly. By end of 2019, the entire ₹80 crore is expected be invested in capacity addition.

Scope for growth

“We have plenty of land available at our facility in Gorakhpur to expand and we will do that in phases. In five years, my aim is to build a billion dollar business as there is vast scope for growth,” he said.

Currently, the firm’s monthly turnover stands at ₹9 crore with the unit operating at full capacity. Once demand goes up in the South, the company would set up manufacturing units there also, he said.

“We are confident with our idea to create awareness through the ‘Niine Movement’ and we are focusing on rural and urban markets for growth,” Mr. Tulsiyan said. The company has hired people from reputed companies in this business to achieve its objectives, he added.