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Why feminine hygiene start-ups find traditional brick-and-mortar distribution unviable The Rs 5,000-odd crore feminine hygiene market (dominated by P&G and Johnson & Johnson with over 90 per cent market share), has witnessed the entry of a host of new-age brands in the past few years Ajita Shashidhar | March 6, 2021 | Updated 10:01 IST Stigma around menstruation in India has made shopping for sanitary products an unpleasant experience, especially in traditional stores Every time a woman buys a pack of sanitary napkins at her neighbourhood grocery store, it is the man behind the counter who is more uncomfortable than the woman herself. The usually friendly salesman tries his best not to have an eye contact with the woman across the counter, hurriedly wraps the packet in an opaque black cover and hands it over to her. ....