Stayfree® has introduced the upgraded Stayfree® Secure XL, reinforcing its focus on innovation as competition intensifies in India’s expanding feminine hygiene market. The launch is expected to strengthen the brand’s presence in the premium sanitary napkin segment through technology-led differentiation.
The upgraded product features Double Leak Lock Technology with a new ‘Pad Change Alert’, enabling users to identify when it is time to replace their pad. The product offers Double Protection for up to 12 hours. According to Stayfree®, consumer testing conducted by MMR in India in 2026 showed that 100 per cent of women liked the upgraded product.
Supriya Srinivasa, Marketing Director, Stayfree® India, said the innovation reduces women’s anxiety over leakage while enhancing confidence during periods. Dr. Dilip Tripathi, Head of Baby & Women’s Health Research & Development at Kenvue, said the product combines consumer insights with advanced research to improve comfort and protection.
To support the rollout, Stayfree® has launched its “Zero Tension. Double Protection” campaign starring Kiara Advani, directed by Shoojit Sircar and produced by Omnicom (Magnon India).
Innovations such as Stayfree®’s ‘Pad Change Alert’ are likely to accelerate premiumisation in India’s feminine hygiene market. Wider availability across supermarkets, kirana outlets, e-commerce and quick commerce channels is expected to improve organised retail penetration while intensifying competition among leading brands.
