Niine has crossed international borders several times in its efforts to break menstrual taboos
Niine, one of the most trusted sanitary napkins brands among women in India has been awarded as India’s Most Admirable Brand 2020 for offering premium hygiene and personal care products to consumers
Niine Hygiene and Personal Care took an off the beaten track by launching the premium, yet affordable, Made-in-India sanitary napkins in 2018. This category which has been dominated by MNCs, was seen as a huge opportunity by Niine, an Indian player to venture into this segment and provide unparalleled solutions for the Indian consumers.
Ever since, there has been no stopping for this challenger brand. It has also come into the limelight with its bold moves in advertising and cricket partnerships to promote its high quality sanitary napkins while also addressing the stigma around periods.
Niine has crossed international borders several times in its efforts to break menstrual taboos. Placing sanitary pad mats on the cricket field during West Indies and New Zealand cricket tournaments earlier this year, and its recent undertaking as the “principal sponsor” of the Rajasthan Royals franchise in the Indian Premier League (IPL) - became a talking point among all. Social Media flooded with appreciation posts for this unique collaboration. The IPL association truly magnified their #LetsTalkPeriods campaign to get both men and women, to talk about periods.
However, Niine is not limited to only sanitary napkins. While its focus is on woman hygiene, it is committed to a larger goal of overall health and hygiene as the company recently launched its range of Hand Hygiene products. As sanitization and personal hygiene have become a part of our basic needs today, Niine has provided the Rajasthan Royals team with hand hygiene kits to continue playing without compromising on health and safety.  
Although, Niine has undertaken some bold marketing initiatives, what is most noteworthy about the brand is that they have cherry picked their marketing campaigns so as to remain sustainable and focused on delivering quality, premium products at an affordable price.