SMC Enterprise Ltd has introduced Joya Extra Heavy Flow and Joya All Night, two new premium variants of Joya Sanitary Napkin in the market in December 2018. Joya Extra Heavy Flow Sanitary Napkin has 50% extra absorption power than any similar brand available in the market. Joya All Night Sanitary Napkin is extra long (320 mm) to provide extra protection against front and back leakage. It ensures an anxiety-free and comfortable night for the user. Both these new variants of Joya are with antibacterial properties in attractive packaging design and available in Trifold packaging which is easy to carry. In a recent product pretest carried out in October 2018, 80% of the users of premium category sanitary napkin preferred Joya Extra Heavy Flow and Joya All Night over their current brand and showed interest to switch to Joya in future.