Good for the consumers though. 
I think Sanitary Napkin will now become a volume play, rather than a margin game. So, this segment will become unattractive for newer & smaller players like Unicharm (Sofy) etc., because churning profits via high volume requires greater distribution reach what the older players like P&G, J&J and Kimberly-Clark have. Smaller budget players like Amrutanjan will stay. However, FMCG biggies like HUL may enter the segment.
But P&G Hygiene because of reduced margin in Sanitary Napkins might not retain its inflated PE going forward.
Disc. I was evaluating P&G Hygiene but will wait & watch for a while.