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Menstrual hygiene startups want to do more than what Whisper and Stayfree could

LivemintLivemint · 9m ago
Menstrual hygiene startups want to do more than what Whisper and Stayfree could
Medial

- New-age menstrual hygiene startups such as Peesafe, Sirona Hygiene, Carmesi, Nua, and Plush are offering a range of products beyond traditional sanitary napkins in the Indian market. - These startups aim to create an entire ecosystem of feminine hygiene products, including menstrual cups, biodegradable panty liners, cramp relief patches, and intimate washes. - Increasing female employment, disposable incomes, and extensive social media marketing have been key drivers of growth for these direct-to-consumer fem-tech startups. - While these startups are gaining popularity among younger consumers, larger consumer goods manufacturers like Procter and Gamble Health and Hygiene Care Ltd (PGHH) are taking note and seeing healthy competition as an opportunity to grow the category. - The low market penetration of menstrual hygiene products in India is attributed to factors such as lack of awareness, residual taboo, and cost barriers, especially in rural communities. - There is room for both established players like PGHH and new-age brands to coexist as the Indian feminine hygiene market is under-penetrated, allowing lesser-known products like menstrual cups and cramp relief patches to thrive.

Related News

Healthfab raises $1 Mn in pre-Series A round

EntrackrEntrackr · 4m ago
Healthfab raises $1 Mn in pre-Series A round
Medial

Healthfab, a reusable period panty brand, has raised $1 million in its pre-Series A funding round led by Mistry Ventures along with participation from BeyondSeed, Thrive Ventures, and distinguished investors such as Anupam Mittal, Aman Gupta, Vineeta Singh, and Peyush Bansal. Prior to this, the company had raised $336K in a seed round from BeyondSeed back in 2022. The proceeds will be utilized to expand its presence in metro and Tier 2 cities as well as invest in R&D, Healthfab said in a press release. Co-founded in 2019 by Kiriti Acharjee, Sourav Chakrabarty, and Satyajit Chakraborty, Healthfab aims to transform menstrual hygiene with convenient, comfortable, and eco-friendly solutions. The company weeds out the challenges faced by women in their families. The startup’s innovative GoPadFree Period Panty is a reusable, leak-proof solution that offers comfort, unrestricted movement, and eliminates plastic waste. It is designed for confidence and ease. According to market research, India’s feminine hygiene industry is projected to reach $2 billion by 2030 with a growing CAGR of 14.8% (2025-2030). Healthfab claims that it has become the first reusable period panty brand in India to receive BIS certification and patent protection for its innovative technology. It also states to have acquired more than 3 lakh customers along with an annual growth rate of 2.5-3x in revenue. It competes with other players in this space such as Thinx and Knix.

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