‘Menstrual hygiene no longer personal but a public health issue’: PAN Health CEO Chirag Pan

Menstrual hygiene is no longer seen purely as a personal matter, but it is now increasingly seen from a public health approach, according to PAN Health CEO Chirag Pan.

In an interview with Firstpost’s Madhur Sharma, Pan said that observed increasing awareness and acceptance of menstrual hygiene products beyond metropolitan markets and he credited the phenomenon to conversations around menstrual health becoming more open, supported by greater access to information, government initiatives, school-level awareness programs, and the efforts of various organisations working in this space.

“When young girls and women have access to accurate information and safe hygiene products, the benefits extend to families, communities, and society at large. Encouraging open conversations and normalising menstrual health is an important step towards building a healthier and more inclusive society,” Pan further said.

Edited excerpts from Sharma’s conversation with Pan.

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As you run one of the largest personal hygiene manufacturing operations in India, are you seeing a definitive, quantifiable uptick in the purchase of sanitary pads in Tier 2, Tier 3 cities, and rural areas? What does your data say?

Over the past few years, we have observed increasing awareness and acceptance of menstrual hygiene products beyond metropolitan markets. Conversations around menstrual health are becoming more open, supported by greater access to information, government initiatives, school-level awareness programs, and the efforts of various organisations working in this space.

Consumers in Tier 2, Tier 3, and rural markets are increasingly prioritising hygiene and preventive healthcare. Menstrual hygiene is no longer being viewed purely as a personal matter but as an important aspect of overall health, wellbeing, and confidence. This shift is helping drive greater adoption of menstrual hygiene products across geographies.

Is this growth being driven purely by low-cost products, or is it actually a structural shift in awareness?

Affordability plays an important role in improving access, and from day 0, our vision has been to give world-class quality hygiene products at affordable pricing to our customers. However, I believe an equally significant shift is behavioural change. Today, more women and young girls are seeking information, asking questions, and making informed choices about menstrual hygiene.

Educational initiatives, government awareness programs, community outreach programs, and increasing public conversations around menstruation have helped create greater awareness about the importance of using safe and hygienic menstrual care products. As awareness grows, adoption becomes more sustainable. In that sense, the progress we are witnessing is increasingly driven by a structural shift in awareness rather than being solely price-led.

From a manufacturer's perspective, what are the primary supply chain or retail bottlenecks you face when trying to penetrate deeper into rural areas? What are the challenges you face in expanding beyond Tier-1 areas?

India is a highly diverse market, and reaching consumers across urban, semi-urban, and rural geographies requires a strong distribution and supply chain network. While last-mile availability remains an industry-wide challenge, PAN Health has invested significantly in building a robust distribution ecosystem over the years.

Today, our products are available through an extensive retail shops network reaching approximately 6 lakh-plus retail outlets, supported by Carrying and Forwarding Agents and distribution partners across key markets in India. This network enables us to ensure consistent product availability across geographies.

Beyond distribution, one of the key opportunities lies in continuing to build awareness and encouraging adoption of hygiene products, particularly in emerging markets. We believe that accessibility, affordability, and awareness must work together to drive category growth.

With India witnessing increasing focus on hygiene, preventive healthcare, and quality products, we see significant headroom for growth beyond Tier-1 cities and remain optimistic about the long-term opportunity.

How 'personal' is personal hygiene in India, considering there continues to be stigma around it? Do you believe personal and menstrual hygiene requires a public health approach?

Personal hygiene may be an individual practice, but its impact extends far beyond the individual. Menstrual hygiene, in particular, influences health outcomes, confidence, education, workplace participation, and overall quality of life.

While significant progress has been made in recent years, certain social stigmas and misconceptions still persist. This is why menstrual hygiene should not be viewed solely through a consumer or product lens. It deserves a broader public health approach that combines awareness, education, accessibility, and community engagement.

When young girls and women have access to accurate information and safe hygiene products, the benefits extend to families, communities, and society at large. Encouraging open conversations and normalising menstrual health is an important step towards building a healthier and more inclusive society.

You recently noted from a consumer survey that 92 per cent of women demand sanitary pads in public washrooms. Why must the state, corporate India, and the FMCG sector stop looking at pads as just another 'discretionary consumer good' and instead frame them as a non-negotiable public health and human dignity right?

The findings of our recent survey clearly indicate that women increasingly view menstrual hygiene access as a necessity rather than a convenience. Menstruation is a natural biological process, and access to safe menstrual hygiene products should be viewed through the lens of health, dignity, and inclusion.

No woman should have to compromise on her education, work, travel, or daily activities because she does not have access to a sanitary pad when she needs one. The absence of menstrual hygiene support in public spaces can create discomfort, anxiety, and barriers to participation in everyday life.

This is why governments, institutions, businesses, and civil society all have an important role to play in improving awareness and accessibility. Just as handwashing facilities are considered essential for public hygiene, menstrual hygiene support deserves greater attention within the broader conversation around public health infrastructure and women's wellbeing.

When a young woman lacks reliable access to safe products, the impact goes far beyond physical health. It directly shrinks her world, hitting her mobility and her economic or academic attendance. From your data, insights, and analysis, how do you look at the changing trends on menstrual health?

Do you see an equal expansion in usage of products like sanitary pads or do you continue to see a rural-urban divide? What drives this divide: money, awareness, or stigma?

The gap between urban and rural markets has certainly narrowed over the years, but it has not disappeared completely. We are witnessing growing awareness and adoption of menstrual hygiene products across India. However, differences in awareness levels, accessibility, and social attitudes continue to influence usage patterns.

In my view, awareness remains the most important factor. When women and young girls understand the importance of menstrual hygiene, they are more likely to seek safer and more reliable solutions. Accessibility and availability are equally important, particularly in smaller towns and rural areas where consistent access can still be a challenge.

Stigma, although gradually reducing, also continues to play a role in certain communities. Encouraging open conversations, strengthening menstrual education, and improving access to hygiene products can collectively help bridge the remaining gaps. The encouraging trend is that conversations around menstrual health today are far more open than they were a decade ago, which is a positive sign for the future.