Fems Fatale

Hemas Holdings cashed in on a Rs. 300 mn market and growing for female hygiene products last week, buying over sanitary napkin brand, Fems. Hemas Holdings cashed in on a Rs. 300 mn market and growing for female hygiene products last week, buying over sanitary napkin brand, Fems.

The Group picked up the brand from Maxims, who will continue to manufacture the product for Hemas at its factory in Ratmalana, on a long-term supply contract.

The mid to low end brand currently holds about 20 percent of the Rs. 300 mn a year market for female hygiene products in Sri Lanka.

“The transaction made strategic sense to both Hemas and Maxims,” Director, New Business Development at Hemas Marketing Neville Ruwanpathirana said.

Despite low penetration levels – only around 39 percent of all adult females use sanitary towels – the female hygiene market is poised for rapid growth, riding on the growing buying power of Sri Lankan women.

By 2002, women are breadwinners of an estimated 20 percent of Sri Lankan households, with demographic profiles also indicating the growing numbers of women.

In 1946 the sex ratio, or the number of males