Presented by
Index
Index
2
ABOUT SANITARY NAPKINS
• Today, the global market for absorbent hygiene products is over US$ 50 bn
(including wipes). The evolution of hygiene products in Europe and the North
America has taken 4 to 5 generations. Feminine care was introduced over 100
years ago. Baby diapers were invented 60 years ago. Adult incontinence products
appeared 30 years ago.
• There are 3 major types of products, viz, (a) Thick sanitary napkins. (b) Ultra thin
sanitary napkins. (c) Panty liners being used in the market. The size of each and
their content vary from market to market.
Index
3
ABOUT SANITARY NAPKINS
Some of the established and potential manufacturers of sanitary napkins are listed in Table 3.
Table 3. Some of the manufacturers of sanitary napkins
If we see the above projections of women in the category of 15-54 years in India
and the details of sales of absorbent hygiene products in India, then the total sales
were US$ 213 million in 2007, out of which adult incontinence share was 9%, baby
diapers share was 18% whereas feminine care contributed 73%. Thus, in India, the
evolution is expected to go quicker.
Index
7
ABOUT SANITARY NAPKINS
• Product shape can be either flat or curved with/without wings to secure the pad in
place and add additional leak protection. It is available in various pattern designs with
perfume (deodorant) added to cover or absorb odour. Packaging is done either folded
and single wrapped or packed flat and unwrapped.
Index
9
ABOUT SANITARY NAPKINS
Raw material
• Materials used in absorbent hygiene products:
* Nonwoven
* Pulp
* Super absorbent
* Plastic film
* Elastic materials
* Fastening devices
* Packaging
• The raw material content can slightly vary for different products and for different
market.
Index
10
ABOUT SANITARY NAPKINS
Manufacturing method
• The absorbent pad is the most important component of napkin. Absorbant pad is
made of wood pulp mixed with SAP. Absorbent pad is prepared first. The absorbent
pad is first created by using shredded wood pulp and vacuum laid to required shape
and size, the weight is automatically controlled. By pressing it is formed to required
thickness. Before forming the pad the pulp is mixed with super absorbent polymers
(SAP) for enhancing fluid holding capacity.
• The super absorbent polymer is basically acrylic based polymer that forms gel after
absorbing liquid. By this it can hold water up to 30 times its weight. Sodium acrylate,
potassium acrylate, alkyl acrylate. This absorbent pad is attached to permeable top
sheet made of nonwoven, mainly spunlace fabric. Then the same is attached to non-
permeable bottom sheet made of polyethylene. The three layers/components are
glued and sealed to prevent leakage by using heat or ultrasonic vibrations. The
content of absorbing pad composite will vary for different types napkins.
Index
12
ABOUT SANITARY NAPKINS
• The application of accessories like tapes, sealing, etc for comfort of fit to the
undergarments is required in some cases. This multi-step manufacturing and folding
and packaging is carried out automatically. Precise control on SAP mixing with pulp,
pulp weight, size and thickness, quality of seal to ensure leakage prevention,
wastage control, etc is an important step in the manufacturing. However, the
counting and packaging can be made non-automatic to reduce machine cost. But it
may increase recurring cost and wastage.
Index
13
ABOUT SANITARY NAPKINS
Project cost
Product: Lady Napkin
Machine & Infrastructure Details
Index
14
ABOUT SANITARY NAPKINS
Index
15
ABOUT SANITARY NAPKINS
Index
16
ABOUT SANITARY NAPKINS
Capacity
Speed of coating machine 350 pieces/min (Average speed considering for single
side: 360 mts/hour, for two passes.
Working capacity 300 pieces/minutes @ 85% efficiency.
Production for 300 working days for 24 12.96 crore pieces/annum.
hrs/day at 100% capacity utilisation
Production for 300 working days for 12 10.37 crores/annum.
hrs/day at 80% capacity utilisation
Note:
1. Project profile is calculated based on approximately eight weight/gram of
regular sanitary napkin and also based on China make machine.
2.Land & building cost is considered in the project. However, in many cases, if
project is implemented in existing infrastructure, the same may not be applicable.
3. Capital subsidy schemes are not considered while calculating the profit.
4. Conversion cost is Rs 0.19 per piece.
Index
17
ABOUT SANITARY NAPKINS
Conclusion
• At present the production of about 900 mn pieces are manufactured in India and
rest are imported.
• Total women in the age group of 15-54 years in India are about 300 mn. Total
menstrual periods/year is 13 that last for 4-8 days and an average of 3
pieces/day is used. Then consumption would be 58,500 mn pieces/year. Present
consumption is 2659 mn pcs, ie, 4.5% penetration while in Europe and USA it is
well above 73 to 92%. Hence a growth rate well above 18 to 20% is expected in
India. The Indian market is quite huge and as per reports available only 35% of
India’s requirement is manufactured in India, as of now. A huge market, great
potential and excellent profit margin is envisaged in manufacturing of sanitary
napkins in India.
Index
MACRO ENVIRONMENT
Index
19
MACRO ENVIRONMENT
Index
21
MACRO ENVIRONMENT
Index
TARGET GROUP
OF SANITARY NAPKINS
Index
24
TARGET
• Age Category:
– Age – 16 to 24 yrs: Teenagers / Students / Young Professionals
– Age – 25 to 34 yrs: Young professionals / Young Housewives
– Age – 35 to 50 yrs: Working ladies / Housewives
• Socio-economic Status:
– Middle Class, Upper Middle Class & Upper Class
– SEC B+, A & A+
• Geographic Location:
– Metros, Tier-II & Tier-III cities, small towns
Index
25
Age – 16 to 24 yrs
• The females in this age group are very conscious about their looks
and therefore about skin too
• Because of this they are very particular in choosing skin care
products.
• Always want to get noticed by others
• They will not compromise on quality and effectiveness of the skincare
products they are using
• The females in this age group are generally either influenced by their
friends or peer groups, by their mother or even by their elder sister
using the same product
Index
27
Age – 25 to 34 yrs
• The females in this age group are young professional who are unmarried or married,
live independently or with parents
• As a working woman she is confident, hardworking, and straight forward and wants
to achieve great heights in her career
• She needs to be presentable every time, as she has to daily interacts with clients,
meet people or high dignitaries at her work place, hence she is very conscious about
her skin care and the way she looks or carries herself
• Exposed everyday to sun heat, dust and pollution, also gets less time to take proper
care for her skin. She needs an instant solution to look clean, fresh & energetic at her
work place on several occasions like meetings, presentations, get-togethers etc
• Price does not matter to her when buying a skin care product for herself since she
believes she has to look perfect
• As a homemaker she manages the house, family and maintains balance between
home and work. She is also traditional at the same time and follows all customs and
traditions
• She takes care of everyone at the same time; she is particular with her health and skin
care and gives time for it Index
29
Age – 35 to 50 yrs
Index
30
Age – 35 to 50 yrs
Index
MARKET SEGMENTATION
Index
32
BASIS OF SEGMENTATION
Index
COMPETITION
OVERVIEW OF SANITARY
NAPKIN BRANDS
Index
34
OVERVIEW OF SANITARY NAPKIN BRANDS
BRANDS COMPANY
Stayfree Johnson & Johnson
Whisper Proctor & Gamble
Kotex Kimberly Clark Lever
Shapers Gufic Bioscience
Brands :
• Whisper
• Stayfree
• Kotex
• Shapers
Index
37
OVERVIEW OF SANITARY NAPKIN BRANDS
Index
38
OVERVIEW OF SANITARY NAPKIN BRANDS
Index
39
OVERVIEW OF SANITARY NAPKIN BRANDS
Index
40
OVERVIEW OF SANITARY NAPKIN BRANDS
Index
41
OVERVIEW OF SANITARY NAPKIN BRANDS
Index
42
OVERVIEW OF SANITARY NAPKIN BRANDS
Index
DIPSTICK STUDY
Index
44
DIPSTICK STUDY
Index
45
USE OF SANITARY NAPKINS
Index
48
SUMMARY
• Out of total respondents, the brand name of Sanitary Napkin is very important to
about 67% and important to about 29%
• Out of the above 86% respondents, the two most recalled Sanitary Napkin brands
were Stay Free and whisper
• Out of total respondents, about 59% respondents would want to go for Sanitary
Napkin product which they had used before
• To 89% respondents, price they pay is a primary factor to quality and effectiveness
of product
Index
49
SUMMARY
Self- Confidence
9%
11% 28% Attitude
13% Ambitious
2% 16%
Opinion Leader
5%
16% Compromising
Hard-Working
Creative
Industrious
Index
50
SUMMARY
• The family members, especially sister & mother influence the most. Apart from
them friends and peers play a second major role in influencing
• About 61% respondents buy their products from supermarkets & hypermarkets,
17% from medical stores and rest from local kirana stores near their residence
• About 22% respondents recalled seen ads of Stayfree, 28% Whisper, 11% Kotex,
6% She and 9% Shapers
Index
PROPOSED BRAND NAMES
Index
52
PROPOSED BRAND NAMES
Index
55
PROPOSED BRAND NAMES
Index
PROPOSED PACKAGING
Index
58
PROPOSED PACKAGING
Index
58
PROPOSED PACKAGING
Index
59
PROPOSED PACKAGING
Index
60
PROPOSED PACKAGING
Index
61
PROPOSED PACKAGING
Index
62
PROPOSED PACKAGING
Index
63
PROPOSED PACKAGING
Index
64
PROPOSED PACKAGING
Index
65
PROPOSED PACKAGING
Index
66
PROPOSED PACKAGING
Index
PROPOSED STRATEGY
Index
68
MARKET STRATEGY
69
MARKET STRATEGY
70
MARKET STRATEGY
71
MARKET STRATEGY
Intervention Design
Index
72
MARKET STRATEGY
Index
74
MARKET STRATEGY
Index
75
MARKET STRATEGY
Index
76
MARKET STRATEGY
Index
77
MARKET STRATEGY
Index
78
MARKET STRATEGY
Index
79
MARKET STRATEGY
Index
80
MARKET STRATEGY
Index
81
MARKET STRATEGY
Index
82
MARKET STRATEGY
Index
83
MARKET STRATEGY
Index
84
MARKET STRATEGY
Index
85
MARKET STRATEGY
Index
86
MARKET STRATEGY
Index
87
MARKET STRATEGY
Index
88
MARKET STRATEGY
Intervention Methodology
Index
89
MARKET STRATEGY
Index
90
MARKET STRATEGY
Research design
Research
Index
91
MARKET STRATEGY
Strengths
Weaknesses
Opportunity
Threats
Alignments
Strategic Directions
Aggregate ability gaps
Index
92
MARKET STRATEGY
Research design
Research
Index
93
MARKET STRATEGY
Index
94
MARKET STRATEGY
Index
95
MARKET STRATEGY
Index
95
MARKET STRATEGY
Step 8 ( Implementation)
Process mapping
Training of core team
Briefing of agencies
Roll Out
Index
97
MARKET STRATEGY
Samples
Index
98
MARKET STRATEGY
Index
99
APPENDIX -1
• A sanitary napkin basically comprises of three layers; top layer, absorbent layer and
barrier sheet. The absorbent layer is the key component of the napkin and the extent
to which this layer is able to absorb and retain the fluid determines the efficiency of
the napkin. This bulk layer of a napkin is a non woven web, made of hydrophilic
cellulosic staple fibers like wood pulp, cotton linters, viscose etc (IS: 5405 1981). Most
of the wood pulp used for the purpose is imported, and therefore expensive,
increasing the overall cost of a sanitary napkin. Cotton is seen as a major fiber poised
to replace wood pulp especially in the feminine hygiene products where less bulky is
preferred and thinner is better. The high cost of cotton is the reason why it has not
been able to replace pulp (Egelsbach, 2002). Hence, the possibility of using cotton of
the low cost knitwear waste is most appropriate to achieve value at less cost. The
waste of the knitwear sector is typically from fully-fashioned garments or the
traditional cutnsew techniques. The cost of this cutting and sewing edge waste varies
from Rs.2 to 10 / Kg.
Index
101
APPENDIX -1
• In the present study, an attempt has been made to develop low cost sanitary
napkins by utilizing cotton fiber from knitwear waste. The process has been
optimized and evaluation of the final product was done with respect to
performance, comfort and hygiene parameters. The quality of the developed
product was compared using specified parameters with four major brands of
sanitary napkins in the Indian markets
Methodology
Step I: Evaluation of the Branded Sanitary Napkins Available In the Markets
• 16 varieties of sanitary napkins of 4 major brands i.e., Stayfree, Whisper, Kotex and
Shapers were evaluated in terms of physical and microbiological parameters.
• The cost profile of each brand and special features advertised on their package cover
were also compared. The Physical Parameters tested were:
Index
102
APPENDIX -1
Index
104
APPENDIX -1
5. Water Retention
• The measurement of water retention was done by the standard ASTM Centrifuge
method. Each prepared specimen was immersed in distilled water at room
temperature for 5 minutes to completely wet it out. For ultra thin napkins the
immersion time was for 2.5 minutes. The centrifuged specimen was weighed, dried
and reweighed. Water retention was calculated and reported as a percentage of the
dry mass.
6. Disposability
• The disposability of the napkins was tested as per IS: 5405-1981. The napkin with the
top and back covering removed was immersed in 15 liters of water and time taken
to completely disperse in water was noted
• The Microbiological testing of sanitary napkins was done to indicate the level of
micro-organisms and common skin and uterine pathogens in the product
Index
105
APPENDIX -1
Index
107
APPENDIX -1
• Evaluation of the fiber length after garneting was done using a comb sotter. The
results showed that the mean length was 16 mm, with 28% short fibers. Best
washing results were achieved with detergent, recording a pH of 7.4 and absorbency
(time of sinking in water) of 1.14 seconds.
Comparison of the Branded and Developed Prototype (Low Cost Sanitary Napkins)
Cost and Special Features
• On an average, the cost profile of the branded napkins ranged from Rs. 2.40 to
7.50 / napkin. The Ultra-thin varieties were priced at almost 2-3 times more than the
Regular types. The data shows that each brand offers a variety of sanitary napkins
with regard to shape and thickness, such as with and without wings or with extra-
large wings, Regular and Ultra-thin. Special features like stain-lock, odour-control
systems, central absorbency zones etc. were advertised on certain packs and were
promoted as the brands USP. The prototype prepared with cotton knitwear waste
cost less than the cheapest variety available in the market.
Index
109
APPENDIX -1
Physical Parameters
• Qualitative fiber analysis of the branded napkins revealed that the middle layer in
all the napkins was mainly cellulosic fiber. The SEM showed fibers, some with
convolutions and most fibers showed the presence of lignin and ray markings as
seen in softwood fibers. The top and the barrier sheets were found to be
polyethylene in nature for most brands. In some brands, the fiber nature of the
cover sheet was found to be polypropylene.
• All the branded napkins as well as the napkin developed from knitwear waste
conformed to absorbency standards of BIS. 30 ml of test fluid flowed @15
ml/minute onto the samples was fully absorbed by all the napkins. The time taken
for the fluid to get completely absorbed ranged from 5 seconds to 30 seconds
among the various brands. Positioning of the napkin was found to be a critical factor
in observing leak - through property. With a slight shift in position of the flow point,
from the centre towards the sides, some napkins tended to leak through the sides
and the fluid showed up at the back. Further, pH of all the samples was found to be
within the Index
110
APPENDIX -1
range (6 to 8.5) suitable to the human skin. The napkin made from knitwear waste
too conformed to the prescribed standard showing a pH of 7.7.
• Water retention was measured by the centrifuge method to note the amount of
water remaining in and on the napkin after a specified mechanical treatment. Water
retention was found to vary from 174% to 630% for Regular branded napkins. The
knitwear waste prototype exhibited 369% water retention. The water retention
capacity of ultra thin napkins was found to much higher, ranging from 887% to
1341%. The water retention ratio of the centrifuged samples ranged from 5 times to
20 times the weight of the sample for branded Regular to Ultra thin napkins
respectively. The knitwear waste prototype showed a water retaining ratio of 7
times the weight of the sample.
• Flexibility was measured as force in grams, where, higher value indicated stiffer
material. Branded Regular type napkins varied from 1369 to 3601 gm. and Ultra-thin
ones ranged between 310 to 705 gm. The developed prototype was found to be
much more flexible than most regular branded napkins; exhibiting a flexibility of
1869 gm. Flexibility was an indication of the softness of a napkin. Index
111
APPENDIX -1
• Disposability in water was seen in less than 5 minutes for almost all Regular type
napkins, with fluff pulp as the middle layer. The middle layer of knitwear waste
napkin also dispersed in water within 5 minutes. The brands which had an additional
synthetic layer of material lining the absorbent core did not disintegrate at all. All
the Ultra-thin napkins were found to be non-dispersible in water.
Microbiological parameters
• Hygiene quality of the napkins was assessed on the basis of their susceptibility to
micro-organisms and common skin pathogens. Most napkins were found to have a
bacterial bioburden of less than 1000 cfu / ml (internal standard of Johnson &
Johnson Ltd.), even though the range within brands was vast, between 10 to 955
cfu/ml. However, one brand exhibited a much higher bacterial count of 1660 cfu/ml.
Fungal bioburden for all the napkins was within the acceptable range; 0 to 730
cfu/ml. The knitwear waste prototype was assessed for bacterial and fungal counts
before and after sterilization. The counts of bacteria and fungi at both stages were
found to be low. No typical colonies of pathogen Staphylococcus aureus were
Index
112
APPENDIX -1
observed in any of the tested samples. The developed prototype was also tested for
presence of Candida albicans, a common pathogen of the uterus known to cause
urinary tract infections. No typical colonies of this pathogen were observed.
Conclusion
• From the results of the present study, it may be concluded that low cost sanitary
napkins of comparable quality as that of branded napkins can be developed using
cotton from knitwear waste as the absorbent layer. This will enable the women from
the lower economic strata to use the feminine hygiene products to improve their
reproductive health.
This will make disposable sanitary napkins affordable for the women of the lower
economic strata and thus help to improve their status of menstrual hygiene
management.
Index
113
APPENDIX -1
References:
1. Bacterial Analytical Manual, Aerobic Plate Count, January, 2001,Chapter 3 &18
2. Coneman, E.W., Allen, S.D., Janda, W.M., Color Atlas and Standard Book of
Diagnostic Microbiology, E.D publications, Lipincott, 1997
3. Egelsbach, AquaJet Spunlace System Technology for Cotton Fibers, Fleissner GmbH,
Germany, May, 2002.
4. Indian Standards, Specifications for Sanitary Napkins, (First revision), IS: 5405-1981,
Indian Standards Institution, New Delhi.
5. Osborn, T.W., Thin, Flexible Sanitary Napkin, US 4950264- Patent P & G, August,
1990, Cincinnati, Ohio.
Index
114
APPENDIX -1
Index
115
APPENDIX -2
APPENDIX -2
• Leakage is the main worry of women. All the brands conformed to the absorbency
test as per the BIS except Whisper Ultra and She Teens. After the absorbency test
weight of 1 kg was applied on the napkin for one minute and then the brands were
checked for any leakage.
• She Comfort, She Teens and Whisper Ultra showed leakage and hence, they did not
conform to absorbency and ability to withstand pressure as per the BIS.
• Because of the usage of this product in a sensitive area, it is important that the
product must be clean and free from foreign matter. New Kotex Regular, Whisper
Heavy Flow & Overnights (Regular), Kotex Dri-Guard (Extra Large) and She Teens
showed wrinkles.
• Four samples of Kotex Dri Guard (Extra Large) revealed dirt on the pad. One sample
had an ant. Hole was observed in one sample of Shapers Acti-Slim Ultra.
Index
117
APPENDIX -2
• Shapers Acti-slim (Ultra) did not indicate the method of use. Disposal instructions
were not given by Whisper Heavy Flow & Overnights (Regular). Shapers Natural Feel,
Shapers Acti-slim (Ultra), She Comfort and She Teens did not mention size of the pad
on the packaging material.
• Apart from the laboratory test, a panel test was also felt necessary to find what
women feel about the brands vis-a-vis their comfort level. Among the gel based
brands, Stayfree Ultra Thins, was liked the most by CERC's panelists. Among the
cotton filler-based brands, Whisper Heavy Flow and Overnights was liked the most.
• For rating and ranking the product, CERC decided to give 80 per cent weightage to
the lab test and 20 to the panel test. Since leakage is the most important parameter,
CERC gave it a weightage of 80 per cent.
• It also considered the dimensions (length and width of the filler) as an important
parameter and hence included it in the rating and ranking, giving it a weightage of
20 per cent.
Index
118
APPENDIX -2
• Though Whisper Heavy Flow & Overnights was the best scorer with 95 points, it was
higher priced at Rs. 8.20 per napkin. So the 'Best Buy' in this category was Stayfree
Secure with a score of 91 points, but a price of just Rs. 2.20 per napkin.
• Among the gel-based napkins, Stayfree Ultra Thins was the Best Buy' with the
highest score (96). It is also the least expensive at Rs. 5.63 a napkin.
Index
119
APPENDIX -3
forms of protection were grass, rabbit skins, sponges, rags, menstrual aprons,
homemade knitted pads or other kinds of absorbents. However, disposable sanitary
pads started to be available in the markets only around the year 1895.
The Idea
• Disposable pads owe their origin to nurses, who first came up with the idea of
holding the flow of menstrual blood with the help of available wood pulp bandages
in the hospital. The manufacturers of bandages borrowed the idea and produced
pads made from handy products that were inexpensive enough to be disposed.
Slowly, other manufactures joined the line. However, their prices were sky-high,
which made them exclusive toiletries of rich women.
Index
121
APPENDIX -3
The Form
• The first sanitary pads were in the form of a cotton wool or similar stringy
rectangular structure, sheathed with an absorbent liner. The pad was shaped in
such a way, so that it could be easily attached to a special girdle or belt. However,
due to its inconvenience, the girdle gave way to an adhesive strip on the bottom of
the pad for proper attachment to the undergarment. Soon, belted sanitary napkins
became outmoded and stick-on pads became popular.
The Modern Era
• Today, sanitary napkins are available in a wide variety of patterns, designed taking
into consideration both comfort and style. Some major innovations include quilting
of the lining, introduction of ‘wings’, fragrant pads, introduction of panty liners and
reduction of pad thickness. Nowadays, most women even have their own standard
sanitary brands. Besides, most brands come in very nominal prices, which have
made sanitary napkins a commonplace household item.
Index
122
APPENDIX -4
Index
123
APPENDIX -4
BRANDS ON TELEVISION
Category Company Brand Description Dur Lan
Sanitary Napkins P&G Whisper Choice New with wings at Rs.28/- /Napkin in form of 15 Hin
sandals is walking through water.
Sanitary Napkins J&J Stayfree Secure At Rs.20/- /Aab wakt hai badalne ka/A guy 35 Hin
comes to see a girl/She convince her mother to
go out with the guy & enjoys with him.
Sanitary Napkins Mankind Pharma ltd Don't Worry A 6 pads for Rs.23/- ultra thin/A girl complaints 20 Hin
friend about wetness & thus cannot play the
hockey match.
Sanitary Napkins J&J Stayfree Secure Error/ Rs. 20 for Cotton soft & Rs. 24 for 25 Hin
Secure Dry/ A lady giving information in a store
Sanitary Napkins P&G Whisper Now at Rs.30 /- / Choice / New Ultra / With 15 Hin
1000 gel crystals / Have a happy period
Index
124
APPENDIX -4
BRANDS ON TELEVISION
Category Company Brand Description Dur Lan
Sanitary Napkins P&G Whisper Now at Rs.30 /- / New Ultra Whisper Choice / 10 Hin
Have a happy period/Pad opens like an envelope
Sanitary Napkins P&G Whisper Now at Rs.30 /- / New Ultra Whisper Choice / 15 Hin
With 1000 gel crystals / Have a happy period/
Sanitary Napkins J&J Stayfree Secure Dry / At Rs.29 / Ab vakt hai badalne ka / A 30 Hin
Secure Dry girl plays musical chair with family in backyard.
Sanitary Napkins P&G Whisper Now at Rs.30 /- / Choice / New Ultra / With 1000 15 Hin
gel crystals / Have a happy period / Bath tub
Sanitary Napkins J&J Stayfree Girl travels sitting on top of the bus with her 30 Hin
Secure friends / clicking photographs / Rs 29/- only
Sanitary Napkins KCL Kotex XL / Rs. 29 / Different girls talks about Kotex 40 Tel
Sanitary Napkins P&G Whisper Maxi Nights/ Have a happy period/ Sanitary 15 Hin
Napkin form like a swing in a sky
Index
125
APPENDIX -5
URBAN
40
% of working housewives
35
30
25
20
15
10
5
0
A1 A2 B1 B2 C D E1 E2
(2MN) (4MN) (5MN) (5MN) (13MN) (14MN) (7MN) (11MN)
SECs Index
127
APPENDIX -5
RURAL
60
% of working housewives
50
40
30
20
10
0
R1 (6MN) R2 (16MN) R3 (57MN) R4 (68MN)
SECs Index
128
APPENDIX -5
Is common for women. ( The term ‘ housewives ‘ pretty much covers most
adult women, since the age of marriage is still very low ). What is more, as
households get richer, the proportion of women in the workforce falls
Index
129
APPENDIX -5
Index
130
APPENDIX -5
Index
131
APPENDIX -5
• Working from home or not, all women say they see themselves as chief
executives of the household and primary coaches of children, ensuring their
success in this ultra competitive world. Further, since around 60 per cent of
families, both urban and rural, are nuclear, with no elders living with them, the
housewife sees herself as having a very important role to play. This has resulted
in the rise of what I call ‘ womanism ‘, which is driving major change across
households in Consumer India.
Index
Thanks
Index