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H.R. Hygiene Products 

• H.R. Hygiene Products is coming out with an initial public offering (IPO) of 61,31,200 shares in a price band of Rs 83-88 per equity share.
• The issue will open on July 29, 2026 and will close on July 31, 2026.
• The shares will be listed on SME Platform of BSE.
• The face value of the share is Rs 10 and is priced 8.30 times of its face value on the lower side and 8.80 times on the higher side.
• Book running lead manager to the issue is Marwadi Chandarana Intermediaries Brokers.
• Compliance officer for the issue is Sagar Parmar.

Profile of the company

H.R. Hygiene Products is a manufacturer of hygiene products with a growing presence in the Indian market. Under its brand framework, it has developed Femiss, Womanica, ElderFit and Bloom Baby, each designed to address consumer needs across the hygiene care spectrum, from babies to young women and the elderly. While its core focus has been on sanitary napkins, it has progressively diversified its portfolio to include a broader range of female care and wellness products, with Femiss catering to the economic segment through affordable and reliable sanitary napkins, Womanica offering premium high-absorbency solutions, ElderFit extending specialized hygiene care to the elderly, and Bloom Baby focusing on safe and comfortable baby care. It also manufactures its product sanitary napkin on white label for few customers. Its products are distributed pan-India through a dual-channel strategy comprising an extensive offline retail presence with network of dealers and e-commerce platforms including Meesho, Amazon, Glowroad, Flipkart, Snapdeal and JioMart, catering to both B2B and B2C customers.

It had a diversified customer base of more than 227 customers in 28 states and 8 union territories in India for period ended March 31, 2026 and in the last three Fiscals, which enables it to de-risk and reduce its dependency on any customer or group of customers. It focuses on marketing and distributing its products to match the needs and preferences of consumers across its various brands. Its brands presence is particularly strong in western India, with Gujarat as the dominant market followed by its presence in Maharashtra and Rajasthan. 

It operates a manufacturing facility equipped with automated systems covering the entire process from raw material handling to finished products at Rajkot spread across 32,780.88 sq ft with an installed capacity of 6.41 lakh sanitary napkins/ pieces per day. The facility incorporates technologies majorly sourced from China. Its manufacturing processes are supported by quality assurance systems designed to ensure compliance with applicable health and hygiene standards. Over the years, it invested in expanding and upgrading its Manufacturing Facility. Its facility holds certifications including ISO 9001:2015 and WHO-GMP certified and also holds a BIS certification. It has implemented quality control and assurance systems to ensure compliance with applicable health and hygiene standards.

Proceed is being used for:

• Setting up a new manufacturing facility at Rajkot, Gujarat (Proposed facility Unit 2)
• Prepayment / repayment of Loan
• General corporate purposes

Industry overview

In 2024, Baby Diapers dominated the India Hygiene Product Market with a share of 48.86%. This is driven by increasing parental awareness, rising disposable incomes, and a shift toward convenient hygiene solutions, particularly in urban and semi-urban areas. Additionally, expanding product availability through modern retail and e-commerce channels, along with innovations such as rashfree, biodegradable, and ultra-absorbent diapers, have enhanced consumer preference. The continued rise of nuclear families and working mothers has further strengthened diaper usage across the country. Moreover, Sanitary napkins accounted for 32.53% of the market, reflecting their growing adoption across both rural and urban areas. The segment has benefitted from strong awareness campaigns, government programs, and NGO efforts to promote menstrual hygiene. Sanitary napkins remain the most accessible and familiar product for menstruation management, though competition from sustainable alternatives like menstrual cups and reusable pads is slowly gaining traction. 

In 2018, the India Hygiene Product Market was valued at $1,609.04 million, which grew to $2,258.30 million in 2024, reflecting a CAGR of 7.43% during this period. The market's expansion was driven by rising consumer awareness of personal hygiene, increasing disposable incomes, and supportive government initiatives focused on sanitation and menstrual health. A shift in consumer behavior, especially post-pandemic, reinforced the demand for modern hygiene products such as diapers, sanitary pads, wipes, and tampons and menstrual cups, etc. Looking ahead, the market is projected to expand further, reaching $3,463.86 million by 2030. Key growth factors include improved access in rural regions, expanding e-commerce penetration, and rising demand for sustainable and eco-conscious hygiene alternatives. Increasing participation of women in the workforce, evolving lifestyles, and a growing elderly population are also boosting demand across various product categories. 

The Indian government has played a crucial role in transforming the hygiene product market through a series of targeted initiatives and policies designed to improve public health and promote hygiene awareness across the country. One of the most notable programs is the Menstrual Hygiene Scheme (MHS), launched with the objective of providing affordable and accessible sanitary napkins to adolescent girls in schools, particularly in rural and underserved regions. This scheme not only addresses the direct need for menstrual products but also works to improve menstrual health education, thereby reducing stigma and encouraging school attendance among girls. By subsidizing the cost of sanitary pads, the government has made menstrual hygiene more attainable for millions of young women who might otherwise forgo these essential products due to financial constraints.

Pros and strengths

Modern manufacturing facility: Its manufacturing operations are anchored by a state-of-the-art production facility spread across 32,780.88 sq. ft., equipped with fully automated systems that span from raw material handling to finished product packaging. It integrates advanced technologies sourced from China creating a synergistic platform that enables it to produce high-quality hygiene products tailored for both Indian and global markets. Its plant is fully automated with minimal human intervention, ensuring hygienic production. It enables real-time monitoring, reduces human error, improves production speed, and ensures consistency in every unit produced. This ensures optimal product performance, skin compatibility, and comfort, offering a superior fit and freedom of movement with high absorbency. The facility operates under rigorous hygiene standards and is supported by robust quality assurance systems and compliance. Further, its facility holds certifications including ISO 9001:2015 and WHO-GMP certified and also holds a BIS certification.

Distribution of personal health & hygiene products through dual channel strategy: It operates under an integrated business model primarily focused on the manufacturing and distribution of essential personal hygiene products across three core segments: female healthcare, adult care, and baby care. Its flagship products include sanitary napkins marketed under the brands ‘Femiss’ and ‘Womanica’, which are distributed through both General Trade (GT) networks and major e-commerce platforms. It sells its products through 25 CSA’s who had network of 202 distributors.

Wide geographic presence in India: Its manufacturing facilities and arrangement with consignment sales agent are strategically located to ensure its wide geographic presence in key markets. It had a diversified customer base of more than 227 customers in 28 states and 8 union territories in India for the last three Fiscals, During the Fiscal 2026, it engaged with 25 consignment sales agents for storage and distribution of its goods who sell its products. through a network of around 202 distributors, supported by a sales force of over 99 personnel. This wide-reaching distribution model allows it to effectively penetrate both urban and rural markets.

Risks and concerns

Changing consumer preferences and market dynamics: The hygiene and personal care industry are characterized by rapidly evolving consumer preferences, product innovations, and changing lifestyle and health awareness trends. Consumers increasingly demand products that are safe, effective, convenient, and environmentally sustainable. For instance, a shift in consumer behaviour, especially post-pandemic, reinforced the demand for modern hygiene products such as diapers, sanitary pads, wipes, and tampons and menstrual cups, etc. To address these trends, it has developed and marketed product portfolios under its brands such as Femiss, Womanica, ElderFit, and Bloom Baby, each designed to cater to specific consumer segments and needs. It continuously invests in product innovation, and marketing initiatives to align its offerings with emerging consumer expectations and market trends. However, there can be no assurance that these efforts will be sufficient or timely to match the pace of changing consumer preferences. Failure to successfully anticipate or respond to these changes could result in reduced demand for its products, loss of market share, or diminished brand loyalty. Any such outcome may materially and adversely affect its business, results of operations, financial condition, and cash flows.

Dependence on limited numbers of suppliers: Its business depends on a limited number of suppliers for key raw materials, absorbent polymers, non-woven fabrics, packaging material, chemicals and adhesives, of its hygiene products. For the year ended March 31, 2026, March 31, 2025 and March 31, 2024 its top 10 suppliers contributed around 84.57%, 86.86% and 90.50% respectively of its purchases, reflecting a significant concentration in its supply chain. The availability, quality, and timely delivery of these materials are critical to its production processes, and any disruption could adversely impact its ability to meet customer demand.

Geographic concentration of revenue and operations in Gujarat: Its revenue from operations is concentrated in the region of Gujarat contributing a substantial portion. For the Fiscals 2026, 2025 and 2024 it derived Rs 10,067.70 lakh (77.02%), Rs 8,630.26 lakh (75.29%) and Rs 5,289.86 lakh (62.72%) of revenue from operation, respectively. Any adverse developments affecting its operations in these states, particularly Gujarat such as changes in state specific regulations, introduction of new levies, disruptions in logistics networks, political or social unrest, natural calamities, or weakening of economic conditions - could materially disrupt its business activities and supply chains in those regions. Although it is gradually expanding its operations and customer base across multiple states to diversify its geographical concentration, there can be no assurance that such initiatives will sufficiently reduce its dependence on a few key states. Any material adverse impact on its operations in these states could result in reduced sales, profitability, and market share, and may materially and adversely affect its business, results of operations, financial condition and cash flows.

Outlook

H.R. Hygiene Products is engaged in manufacturing, processing, trading, importing, exporting or otherwise dealing of Sanitary Napkins and Medical Hygienic related products. It is committed to maintaining the highest standards of quality and sustainability in its operations. Its manufacturing facility meets globally recognized quality and hygiene standards, being ISO 9001:2015 certified for its Quality Management System, independently assessed and approved by QRO. On the concern side, its business is dependent on its operating facility in Rajkot, Gujarat. The loss or shutdown of its facilities could have a material adverse effect on its business, financial condition and results of operations.

The company is coming out with a maiden IPO of 61,31,200 equity shares of face value of Rs 10 each. The issue has been offered in a price band of Rs 83-88 per equity share. The aggregate size of the offer is around Rs 50.89 crore to Rs 53.95 crore based on lower and upper price band respectively. On performance front, the revenue from operations of the company for FY25-26 was Rs 13,072.09 lakh as against Rs 11,462.56 lakh for FY24-25, an increase of 14.04%. Profit after tax for the FY25-26 was at Rs 1,140.66 lakh against profit after tax of Rs 908.10 lakh in FY24-25, a surge of 25.61%.

Meanwhile, it focuses on operational efficiency and supply chain optimization as core components of its manufacturing and distribution strategy. Through the adoption of lean manufacturing practices, it aims to control production costs by implementing process automation, optimizing labour deployment, procuring raw materials in bulk, and incorporating energy-efficient technologies across its facilities. These practices contribute to consistent product quality and resource efficiency. Going forward, it intends to focus on expanding its geographical footprint in rural and semi-urban markets through the development of a robust and decentralized distribution network. This strategy includes partnering with regional distributors and leveraging rural retail channels.