Stayfree® has strengthened its growth strategy in India’s expanding feminine hygiene industry with the launch of the upgraded Stayfree® Secure XL, highlighting the increasing role of innovation and premium products in shaping consumer demand.
The upgraded product introduces the ‘Pad Change Alert’ feature through the brand’s patented Double Leak Lock Technology, offering Double Protection for up to 12 hours. According to Stayfree®, consumer testing conducted by MMR in India in 2026 found that 100 per cent of women liked the upgraded product, reflecting strong consumer acceptance of technology-led menstrual hygiene solutions.
Supriya Srinivasa, Marketing Director, Stayfree® India, said the innovation reduces women’s concerns over leakage and uncertainty about pad replacement. Dr. Dilip Tripathi, Head of Baby & Women’s Health Research & Development at Kenvue, said the product was developed through extensive research and consumer insights to combine protection with enhanced comfort.
To support the launch, Stayfree® has rolled out its integrated “Zero Tension. Double Protection” campaign featuring Kiara Advani, directed by Shoojit Sircar and produced by Omnicom (Magnon India). The campaign includes television, digital media, influencer partnerships, sampling initiatives and on-ground activations.
Innovations such as Stayfree®’s ‘Pad Change Alert’ will accelerate premiumisation in India’s feminine hygiene market, boosting consumer spending on value-added products while expanding organised retail sales through supermarkets, kirana stores, e-commerce and quick commerce platforms.
