Dabur India, a major consumer goods manufacturer, is extending its Fem brand into the Indian sanitary napkins category throught Flipkart, an e-commerce platform.

Dabur India Ltd Business Head-Ecommerce and Modern Trade, Smerth Khanna says, “As a women-centric brand, Fem understands the specific needs of women and has been constantly innovating and expanding our product range to meet the emerging and unmet needs of our consumers. Fem Ultra Care Sanitary Napkins address an unmet consumer need for a superior feminine hygiene product at a pocket-friendly price.”

Fem Ultra Care Sanitary Napkins will be available in two variants—FEM Ultracare XL which comes in a packs of 20 and 40, and FEM Ultracare XL+, which will be available in packs of 30 and 50.

“We were assisted by the team of Flipkart with important dipstick surveys and data points to decode the current market and demand proposition,” Khanna adds.

The company has also launched a new social initiative called ‘Swasthya Aur Suraksha’ to support women’s health and empower adolescent girls from underprivileged sections of the society. Against each pack of Fem Ultra Care Sanitary Napkin sold, Dabur has committed to give one sanitary napkin free to underprivileged girl, it added.

Dabur acquired a 72% stake in Fem Care Pharma Ltd., a major player in the women’s skincare products market in 2008.