Niine, an Indian hygiene brand founded in 2018, has set a target of generating more than ₹1,000 crore in revenue by FY30. The company’s five-year growth plan focuses on expanding manufacturing capacity, strengthening distribution, building brand awareness and entering additional hygiene categories.
Niine began with sanitary napkins in May 2018 and has since expanded into baby care. The company aims to develop a wider portfolio that addresses hygiene requirements across different stages of life, including menstrual care, childcare and, in the future, adult hygiene.
The company recorded revenue of ₹32.46 crore in FY19, its first full year of sales, and increased it to approximately ₹325 crore by FY26. It also became EBITDA-positive in FY26 and is targeting an EBITDA margin of 15% by FY30.Manufacturing is central to the expansion strategy. Niine has invested more than ₹100 crore in its manufacturing facility in Gorakhpur, Uttar Pradesh, under the state’s super mega industrial category. The facility has created more than 1,000 direct jobs and supports the company’s domestic production plans.
Niine sells its products through general trade, modern retail and e-commerce channels. Its distribution network covers more than 20 states across India, and the brand also serves consumers in Nepal. Product development has been a key part of its approach. The company introduced resealable sanitary pad packs for convenient storage and biodegradable disposal bags for discreet disposal. It has also supported access to menstrual hygiene products through sanitary napkin vending machine initiatives in educational institutions and public facilities.
Niine has conducted awareness campaigns, including #LetsTalkPeriods, and partnered with Rajasthan Royals to encourage conversations about menstruation among families and communities. Initiatives such as The Niine Movement and Run4Niine have also sought to increase participation in menstrual hygiene awareness. In May 2026, the company marked Menstrual Hygiene Day with a digital film series highlighting differences in menstrual experiences and the range of products available to consumers.
Amar Tulsiyan, Founder of Niine, said the company’s growth plans would focus on reaching more Indian households with products suited to changing hygiene requirements. He said the ₹1,000 crore revenue target reflects the opportunity to expand into categories where consumer needs remain insufficiently addressed.
The company plans to explore adjacent hygiene categories, including adult hygiene products. According to the UNFPA India Ageing Report 2023, India had around 149 million people aged 60 and above in 2022, accounting for 10.5% of the population. This number is projected to rise to approximately 347 million by 2050.
Niine said future product launches would be announced as they enter the market. Its expansion strategy combines domestic manufacturing, wider distribution and product development aimed at making hygiene products more accessible across different consumer groups.
