What Niine does

Niine Private Limited, founded in 2018 and headquartered in Gurugram, India, is a branded consumer goods company operating in the personal care category with a primary focus on menstrual hygiene. Its core product line comprises sanitary napkins under sub-brands Niine Ultra Thin XL+ (with resealable packaging), Niine Dry Comfort, Niine Naturally Soft, and Niine Bio (biodegradable pads with disposable bags). The company has extended its product surface into adjacent verticals through Niine Baby Care (diaper pants) and a hand sanitizer gel line, and runs a not-for-profit arm, Niine Foundation, that handles awareness and distribution programs.

Underlying product technology centers on biodegradable napkin materials, chemical-free pad construction with odour-lock functionality, resealable packs, and certified extra-long absorbency. Sales are executed through a multi-channel model including the proprietary D2C storefront buyniine.com, third-party marketplaces (Bigbasket), physical retail across metros and Tier 2/3 cities, WhatsApp direct ordering, and the GEM government e-marketplace for institutional procurement. The go-to-market is digital-first, leveraging Menstrual Hygiene Day campaigns, social media short films, content blogs, and high-visibility partnerships such as the Rajasthan Royals IPL '#LetsTalkPeriods' alliance.

The company is privately held under Indian promoter control (incorporated under the Companies Act 2013) with no disclosed venture capital or external funding in the source materials, and operates with a 251–500 employee base. Target customer segments span urban and semi-urban women, Tier 2/3 city women with affordability-and-access needs, and parents of infants/toddlers. Pricing is not publicly disclosed; the positioning emphasizes affordable, chemical-free, and biodegradable alternatives to incumbents, and the brand was recognized as India's Most Admirable Brand in 2020.

Name

Niine

Legal name

Niine Private Limited

Website

https://niine.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

251–500 employees

Short description

Niine is an Indian consumer goods company selling biodegradable, chemical-free sanitary napkins under multiple sub-brands, plus baby diaper pants and hand sanitizer. It serves women and parents across urban, semi-urban, and Tier 2/3 cities via D2C, marketplaces, retail, WhatsApp, and government channels.

Ownership category

akta.pro rank

Product category

Personal Care Products

NAICS

Toilet Preparation Manufacturing (32562), Toilet Preparation Manufacturing (325620), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Menstrual Pads (Disposable) (CRABAIAA)

akta.pro secondary industries

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Hand Sanitizers & Antibacterial Personal Care (CRADANAI), Incontinence Products (Adult & Baby Diapers/Training Pants) (IMAMAGAE), Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC)

Keywords

• Sanitary napkins
• Menstrual hygiene products
• Baby diaper pants
• Biodegradable pads
• Feminine care

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Sanitary Napkin Sales: Sale of sanitary napkins including Dry Comfort, Naturally Soft, and Ultra Thin XL+ product lines. Products are sold through e-commerce, retail, and online marketplaces.
2. Baby Care Products: Sale of baby diaper pants and related baby care products under the Niine Baby Care range.

Distribution channels5 records

Marketing channels7 records

Core offering

Niine manufactures and sells feminine hygiene products, primarily sanitary napkins (Dry Comfort, Naturally Soft, Ultra Thin XL+, and biodegradable variants) along with baby diaper pants and hand sanitizer gel. The products are positioned as affordable, chemical-free, biodegradable menstrual care solutions with resealable packaging, sold directly to consumers via e-commerce, retail stores, and online marketplaces across India.

Product overview

Niine is a menstrual hygiene brand offering a range of sanitary napkin products across two main categories: Femcare Hygiene and Baby Care. The Femcare line includes Niine Ultra Thin XL+ Napkins with resealable packs, Dry Comfort, Naturally Soft, and Naturally Soft XXL variants, all featuring 100% leakage protection with extra-long, chemical-free pads. The company also offers Niine Bio, a degradable sanitary napkin line with biodegradable disposal bags. The Baby Care range features Niine Diaper Pants. An add-on product line includes hand sanitizer gel. All products emphasize affordability, accessibility, and quality certified by recognized bodies.

Differentiator

Problem solved

Functional benefit

Brands

• Niine Foundation: Not-for-profit organization dedicated to menstrual hygiene education, awareness and distribution of sanitary products to underprivileged women and girls
• Niine Sanitary Napkins
• Niine Baby Care

Products and services

• Niine Ultra Thin XL+ Napkins with Resealable Packs Extra-long, chemical-free sanitary napkins with resealable packaging providing 100% leakage protection, preventing rashes and keeping users dry all day and night. Targeted at women seeking reliable menstrual protection.
• Niine Dry Comfort Sanitary napkin range providing leakage protection with dry comfort and resealable packaging for convenient opening and storing.
• Niine Naturally Soft Gentle, chemical-free sanitary napkins with soft texture that leaves no irritation, suitable for regular and heavy flow days.
• Niine Naturally Soft XXL Extra-long naturally soft sanitary pads for heavy flow days, providing super comfortable protection.
• Niine Bio - Degradable Sanitary Napkins Biodegradable sanitary napkins working towards a litter-free and greener environment. Affordable and eco-friendly solution with biodegradable disposal bags that are resealable.
• Niine Baby Diaper Pants Cottony-soft diaper pants wrapping babies in comfort, ensuring peaceful dry nights and carefree days. Targeted at parents of infants and toddlers.
• Niine Hand Sanitizer Gel Non-sticky hand sanitizer gel in travel-friendly pocket sachets that makes hands soft and gentle. An add-on personal care product.

Quantifiable outcome

• Distributed pads to underprivileged women through direct distribution and partner NGOs since 2018

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Rajasthan Royals (IPL Cricket Team)coreGTM or Marketing Partner · 1 July 2020Strategic partnership during IPL 2020 to break menstrual hygiene stereotypes through the '#LetsTalkPeriods' campaign. The cricket team partnered with Niine to spread awareness about menstruation and provide sanitary products.
• PDKF (Parcham Dreams Foundation)coreStrategic or Co-development Partner · 1 January 2020Partnership to distribute sanitary napkins to girls for three months. Joint initiative for menstrual hygiene awareness and product distribution.
• Kings George Medical UniversityminorStrategic or Co-development PartnerEducational institution partnership for menstrual hygiene awareness and education programs.
• Indian Institute of Technology Delhi (IIT Delhi)minorStrategic or Co-development PartnerAcademic partnership for menstrual hygiene awareness initiatives and education programs.
• Sharda UniversityminorStrategic or Co-development PartnerUniversity collaboration for menstrual hygiene awareness campaigns and student education.
• MKM College of ManagementminorStrategic or Co-development PartnerManagement institute partnership for awareness programs and campus initiatives.
• RV College of NursingminorStrategic or Co-development PartnerNursing college partnership for menstrual hygiene education and healthcare-focused initiatives.
• Apollo University & Nursing SchoolminorStrategic or Co-development PartnerHealthcare education institution partnership for menstrual hygiene awareness programs.
• Galgotias UniversityminorStrategic or Co-development PartnerUniversity collaboration for awareness campaigns and campus education programs.
• IIM LucknowminorStrategic or Co-development PartnerPartnership through Hallabol street play competition (Manfest-Varchasva 2018) for menstrual hygiene awareness.
• Partner NGOscoreChannel Partner/ Reseller/ DistributorNiine Foundation distributes pads to underprivileged women both directly and through partner NGOs, enabling wide reach for menstrual hygiene products.
• Shudh Plus (Parent Company)coreOthersNiine's parent company Shudh Plus previously tied up with Gujarat Lions for front title sponsorship, demonstrating sports marketing heritage before Niine brand launch.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Carmesi: Indian premium feminine hygiene brand focused on natural and biodegradable products. Direct competitor in the eco-friendly/biodegradable positioning where Niine also differentiates.
• Plush: Indian domestic sanitary napkin brand with multi-tier product lines. Direct peer competing on affordability and distribution in non-metro India, similar to Niine's positioning.
• Paree: Indian domestic sanitary napkin brand with similar affordability-led positioning. Closest like-for-like peer in target segment, competing head-to-head with Niine in mass-market and Tier 2/3 channels.
• Sirona Hygiene: Indian D2C feminine hygiene brand offering pads, menstrual cups, and intimate care. Direct competitor with similar digital-first GTM and product innovation approach targeting urban Indian women.

Broad incumbents

• Whisper (Procter & Gamble): Market-leading sanitary napkin brand in India operated by P&G. Most direct large-scale competitor with deeper distribution, larger marketing budget, and dominant share in urban India, making it the primary share-contest benchmark for Niine.
• Stayfree (Johnson & Johnson): Legacy sanitary napkin brand in India operated by J&J. Competes with Niine across price tiers and distribution channels, with established hospital/pharmacy presence that Niine also targets via its doctor testimonials.
• MamyPoko (Unicharm): Unicharm's baby diaper pants brand, directly comparable to Niine's Baby Diaper Pants product line. Relevant peer for Niine's adjacent category expansion with established distribution and brand recognition.
• Heyday (Tata CLiQ Palette / Tata): Tata-affiliated femcare brand offering biodegradable and chemical-free pads. Established corporate parent brings distribution and trust advantages; competes directly in the eco-friendly segment Niine targets.
• Sofy (Unicharm): Japanese multinational's feminine hygiene brand active in India. Competes with Niine particularly in Tier 2/3 markets with affordable product lines and aggressive sampling/distribution push.

Emerging players

• Pee Safe: Indian personal hygiene brand with menstrual care, intimate wash, and toilet seat sanitizer offerings. Adjacent competitor expanding into the same femcare category with cross-product portfolio synergy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=IAZasWJ9Iqk
• Xx.com/NiineIndia

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Niine