D2C Startup Nyumi Expands Product Range

By Vaishnavi Gupta , Sr Correspondent

04 Mar 2024 | 4 min read

Innovative wellness, Direct-to-Consumer startup Nyumi, conceptualized by entrepreneur Ananya Kejriwal Agarwal, entered the fast-growing Nutraceutical space, by launching critical products specifically formulated for the urban Indian woman. It is the first company to address the specific issues of nutrient deficiencies in Indian women through products that blend Indian herbs and Western ingredients in the form of vegan, gluten, and allergen-free gummy.

The initial product portfolio targets the most prevalent women-centric issues, like immunity, hair, skin, sleep, and urinary tract wellness.

With the second wave of the COVID-19 pandemic, issues of everyday immunity, wellness, and nutrition have become major concerns, driving explosive growth for the nutraceuticals industry, further aided by the boom in e-commerce with wellness being one of the largest and fastest-growing categories.

D2C Startup Nyumi Expands Product Range

Each product is a scientifically tested blend of the best of Indian and Western ingredients, where every ingredient is sourced with care. All ingredients are clinically researched, and multiple ingredients are even patented extracts. The new products are just the beginning of the overarching mission of the company to address some of the significant health issues affecting women, more so in the post-Covid-19 world.

Ananya Kejriwal Agarwal, Founder & CEO, Nyumi, said, "Nutrition should not be a compromise, and that is why I built Nyumi. We believe that science is not a linear process but an iterative journey. We have invested heavily in R&D for all of our products to ensure maximum efficacy and bio-availability while making delicious flavors. All of our ingredients have been tested not just for their nutritional benefits but also for the quality of their source, clinical reports, and compatibility with other ingredients. Our gummies blend time-tested Indian herbs such as Amla, Haldi, and Tulsi with Western nutrients like biotin and hyaluronic acid." 

These products are available on Nyumi's website, Amazon, and Nykaa.

Innovative wellness, Direct-to-Consumer startup Nyumi, conceptualized by entrepreneur Ananya Kejriwal Agarwal, entered the fast-growing Nutraceutical space, by launching critical products specifically formulated for the urban Indian woman. It is the first company to address the specific issues of nutrient deficiencies in Indian women through products that blend Indian herbs and Western ingredients in the form of vegan, gluten, and allergen-free gummy.

The initial product portfolio targets the most prevalent women-centric issues, like immunity, hair, skin, sleep, and urinary tract wellness.

Homegrown Brand Pilgrim Aims to Disrupt the D2C Beauty and Personal Care Industry

By Vaishnavi Gupta , Sr Correspondent

04 Mar 2024 | 5 min read

Homegrown D2C beauty and personal care brand, Pilgrim, strengthened its vision to make borderless beauty experiences accessible and affordable for 400 million Indian millennials. The innovative brand that curates global beauty traditions raised Rs 13 crore in Series A funding.

The round has been led by Fireside Ventures, Rukam Capital, and founding teams of Boat, NoBroker, and the founder-CEO of Bewakoof.com, with Dexter capital as the transaction advisor.

Within a year of launch (in May 2020), Pilgrim is witnessing an ARR of Rs 18 crore backed by innovation, R&D capabilities, and a disruptive supply chain. The funding will be primarily used for enhancing R&D capabilities, team expansion, and brand investments.

The R&D-focused brand has seen increased consumer inclination towards well-being and believes that the D2C personal care space holds tremendous growth potential. The company is aggressively investing in building a high-performance, high-trust culture rooted in innovation for young talent. The founders’ vision is to build a workplace that enables growth opportunities in a highly dynamic space and ignites a sense of pride and loyalty for employees. Pilgrim is planning to expand its team by 50 percent in the next 6 months.

Anurag Kedia & Gagandeep Makker, Co-Founders of Pilgrim, said, “Pilgrim embodies a way of life and not just a global array of products. It represents the journey and experiences of a modern millennial’s life and hence the tagline “Join The Journey”. At the core of Pilgrim exists a passionate team that is curating “native” global experiences and not merely importing global ingredients. We believe in “clean beauty” and hence offer a product range that is 100% vegan, free of harmful toxins, and not tested on animals. This funding strengthens our belief in the potential of the Indian D2C personal care and beauty industry. It takes us closer to our vision of empowering the modern millennials with global beauty rituals at the click of a button.”

Vinay Singh, Co-Founder & Partner, Fireside Ventures, stated, “The founding team of Pilgrim has a unique vision of bringing the best of global beauty rituals and ingredients to Indian consumers. They have the right attitude and skill-sets to be able to achieve this vision. In a short span of time, the brand has created a differentiated position in the market and the consumer feedback is very encouraging. We believe that Pilgrim will serve the millennial consumers globally and will become an international beauty brand in the future.”

Archana Jahagirdar, the Managing Partner of Rukam Capital, added, “Pilgrim is an innovative and unique beauty brand that is making the best of global traditions accessible to millions of people. We believe that this brand will be the major disruptor in the global beauty and personal care market in the near future.”

Pilgrim offers 2 ranges at the moment. The first range is a K-Beauty range and is called ‘Secrets of Jeju Island, Korea’. K beauty is a hot trend and is seeing increasing adoption across the globe. The second range is around the French Anti-Ageing beauty tradition of Vinotherapy and uses Vine (Vitis Vinifera) as a key ingredient. The company has partnerships across the globe to drive R&D and innovation. 

Homegrown D2C beauty and personal care brand, Pilgrim, strengthened its vision to make borderless beauty experiences accessible and affordable for 400 million Indian millennials. The innovative brand that curates global beauty traditions raised Rs 13 crore in Series A funding.

The round has been led by Fireside Ventures, Rukam Capital, and founding teams of Boat, NoBroker, and the founder-CEO of Bewakoof.com, with Dexter capital as the transaction advisor.

Keventers to Enter D2C Space by Launching its E-Commerce Platform

By Vaishnavi Gupta , Sr Correspondent

04 Mar 2024 | 4 min read

India’s iconic dairy brand, Keventers is planning to foray into the D2C space by starting its own e-commerce platform.

Agastya Dalmia, Founder & CEO, Keventers, said, “The pandemic was difficult for a lot of businesses, but we owed it to our consumers to keep the magic of Keventers alive. Today, we are focused on building direct-to-consumer formats through slow e-commerce, as well as relying on the expertise of the fast e-commerce channels like Swiggy and Zomato. To this end, over the last 2 months, we have already set up 80+ Keventers Ice Creamery dark stores across Delhi NCR, Mumbai, Pune, Kolkata, Jaipur, Chandigarh, Ludhiana, Lucknow, and Bhubaneswar, and have plans in place to steadily scale across the country in the next 6-9 months.”

Keventers is also set to expand its dessert footprint pan India with the launch of its new ‘Ice Creamery’ brand that will have 6 exciting and fun ice cream flavors, including Belgian Chocolate, Alphonso Mango, Triple Chocolate, Mocha Almond Fudge Brownie, Exotic Strawberry, and Blueberry Cheesecake. The brand has solidified its presence in the dessert space by launching a new product range to the portfolio.

The brand has always been a trend-setter in the F&B space when it comes to product and packaging design, with their iconic glass bottles and sundae jars. Its new ice cream packs are set to continue this trend with colorful illustrative artworks along with its recently launched brand mascot Mr. K. The mascot is a modern-day embodiment of the visionary who started it all, Mr. Edward Keventers. Keventers is also the only major player in the ice cream market that is using sustainable paper packaging.

Speaking on the new product launch, Dalmia added, “After successfully launching Keventers ice-cream packs 2 years ago and piloting them across Delhi NCR, we are very excited to announce this latest development from the brand. We have worked very hard to keep the legacy of Keventers going and ‘Keventers Ice Creamery’ reflects another step forward towards expanding our presence pan India and diversifying our dessert portfolio.”

The product retails for Rs 94 for a 100 ml cup and at Rs 313 for a 450 ml tub. While Keventers is currently working on launching its own e-commerce platform, thereby entering the D2C space, its Ice Creamery brand already has widespread coverage across the above-mentioned cities on the Zomato and Swiggy platforms.

India’s iconic dairy brand, Keventers is planning to foray into the D2C space by starting its own e-commerce platform.

Agastya Dalmia, Founder & CEO, Keventers, said, “The pandemic was difficult for a lot of businesses, but we owed it to our consumers to keep the magic of Keventers alive. Today, we are focused on building direct-to-consumer formats through slow e-commerce, as well as relying on the expertise of the fast e-commerce channels like Swiggy and Zomato. To this end, over the last 2 months, we have already set up 80+ Keventers Ice Creamery dark stores across Delhi NCR, Mumbai, Pune, Kolkata, Jaipur, Chandigarh, Ludhiana, Lucknow, and Bhubaneswar, and have plans in place to steadily scale across the country in the next 6-9 months.”

D2C Home Appliance Brand Candes Aims to Clock Revenue of Rs 200 cr in 2021

By Vaishnavi Gupta , Sr Correspondent

04 Mar 2024 | 4 min read

Candes, a leading Direct to Consumer (D2C) home appliance brand, has raised $3 million from various marquee family offices of Delhi. This round has been led by Anuraag and Ruchirans Jaipuria along with Lotus Group Joint MD, Nitin Passi, and Redcliffe's Dheeraj Jain. 

Founded by Sandeep Agarwal and Vipin Agarwal in 2015, Candes provides a wide range of quality home appliances at affordable prices. Its focus is driven by the lifestyle of today's dynamic consumers; all the products combine efficiency, technology, and quality with unrivaled ease of use. 

Candes is on a track to achieve Rs 200 crore revenue this year, already at Rs 10 crore monthly sales with 90 percent online business in the marketplaces works focusing on products like fans, geysers, TV, stabilizers, etc. It has its own manufacturing facilities and under the final stage of manufacturing a new product portfolio. 

Commenting on the recent funding, Vipin and Sandeep Agarwal, Co-Founders, Candes, said, "Candes is a true D2C brand for the Indian market. Being part of this industry for a long, we understand the sentiments and needs of families and thus we aim at crafting products that can meet their requirements. We believe every middle-class income family across India, will either purchase for the first time or replace their old fans, TV, geysers, and other kitchen appliances sooner and later. We witnessed this as a very large market and that is what led us towards this marketplace."

"Our focus and priority are to institute this funding on product R&D to deliver the best to our customers. We already have an IoT feature across all our product ranges which is linked to mobile apps and gives an ease of control of the devices via your mobile. Our new range of products is building depth in home and personal range," they added.

Commenting on the recent investment, Anuraag Jaipuria, Lead Investor, stated, "We think new brands will capture consumer mindshare when it comes to affordable range and digital purchase, one brand that leads on all fronts including product quality, servicing, IoT, value for money, is Candes. The team is excellent and ambitious to build Candes story to an IPO milestone in few years time."

Dheeraj Jain, Seed Investor, Candes, further added, "Candes leads the marketplace with very little marketing support but now going full speed on various marketing campaigns. I invested in Candes when they started and have known Vipin and Sandeep since long, they are much focused and have built a track record year after year, they are a few months away from institutional growth fund, planning to raise $20m."

Since its inception, Candes has constantly evolved its product line, which today has become one of the most comprehensive, respected, and likable range of products in the market, backed by responsive & dedicated after-sales service. 

Candes, a leading Direct to Consumer (D2C) home appliance brand, has raised $3 million from various marquee family offices of Delhi. This round has been led by Anuraag and Ruchirans Jaipuria along with Lotus Group Joint MD, Nitin Passi, and Redcliffe's Dheeraj Jain. 

Founded by Sandeep Agarwal and Vipin Agarwal in 2015, Candes provides a wide range of quality home appliances at affordable prices. Its focus is driven by the lifestyle of today's dynamic consumers; all the products combine efficiency, technology, and quality with unrivaled ease of use. 

Flipkart Launches 'Flipkart Boost' Initiative to Uplift D2C Brands in India

By Indian Retailer Bureau , Sub Editor

04 Mar 2024 | 5 min read

Flipkart, the e-commerce giant has launched the ‘Flipkart Boost’, a program for ‘Made in Inda’ D2C brands. The initiative will provide emerging D2C brands end-to-end support covering all the basic needs such as planning, advertising, cataloging, logistics, quality control, and mentoring in order to achieve new grounds.

The Flipkart Boost program will shortlist brands based on a clear set of pre-decided objective criteria, which covers their growth potential, sustainable revenue run rate, focus on quality, commitment to building a long-lasting brand, strong product mix, and customer orientation. The company’s initiative is to help budding brands under a meaningful and insight-led partnership.

According to a report by Avendus Capital, “The D2C sector in India is worth $44.6 billion (end of FY 2021) currently, and is expected to grow to $100 billion by 2025.” This rise in the adoption of digital-first models has been stimulated by the pandemic as over 800 brands have joined the D2C club across the nation.

Through a ‘pitch day’ facilitated by Flipkart, the selected brands will also have the opportunity to secure potential funding from a network of leading venture capital funds and active investors in the D2C space, including A91 Partners, DSG Consumer Partners, Fireside Ventures, Matrix Partners India, Sequoia Capital India, and Stellaris Venture Partners. 

As per the company statement, "The program was successfully piloted with several brands earlier this year, seeing significant growth in quarterly revenue since inclusion in the program. These brands cover a diverse range of segments, including F&B, baby care, lifestyle, beauty, and home improvement." 

“As India’s homegrown e-commerce marketplace, our primary goal is to expand our offerings in line with evolving customer preferences; while ensuring empowerment of Indian MSMEs and partnering in the ‘Make in India’ mission. The onset of the pandemic and the resulting rise of direct-to-consumer brands have boosted the MSME sector in India. The growing popularity of digital-first brands driven by a focus on specific customer needs demonstrates immense market potential. With the Flipkart Boost Programme, we aim to build and nurture these growing customer-focused businesses by providing them relevant mentoring that covers access to a network of investors, market intelligence, scalability programs, and marketing engagements,” said Ravi Iyer, Senior Vice President, and Head, Corporate Development, Flipkart.

Flipkart, the e-commerce giant has launched the ‘Flipkart Boost’, a program for ‘Made in Inda’ D2C brands. The initiative will provide emerging D2C brands end-to-end support covering all the basic needs such as planning, advertising, cataloging, logistics, quality control, and mentoring in order to achieve new grounds.

The Flipkart Boost program will shortlist brands based on a clear set of pre-decided objective criteria, which covers their growth potential, sustainable revenue run rate, focus on quality, commitment to building a long-lasting brand, strong product mix, and customer orientation. The company’s initiative is to help budding brands under a meaningful and insight-led partnership.

Pharma Co Brinton Launches D2C Consumer Brand Hohner Health?

By Indian Retailer Bureau , Sub Editor

04 Mar 2024 | 3 min read

Pharma company Brinton launched the wellness and personal care brand Höhner Health. 

Höhner Health offers a wide range of products in nutritional supplements, baby skincare, and personal care category. Brinton plans to make Höhner a global brand, where India's launch will be followed by the USA, UK, Europe, and south-east Asian Market along with Nepal, Sri Lanka, Bangladesh, and more. Höhner being a D2C brand, will give direct access to its range to the new age consumer all across.

Höhner, which means balance, aims to bring in the perfect balance of nature and science to its consumers. Made with care all products are of the finest quality natural extracts, vitamins, minerals and are manufactured in world-class production facilities certified with US FDA, UKMHRA, WHO-GMP, and others, thereby delivering pure and premium quality products that are natural and chemical-free. 

Rahul Darda, CMD, Brinton Pharmaceuticals shares, “The new age individual has lost the balance between work and recreation which has taken a huge toll on their health and immunity. We want to aid them to take care of their health while still being able to cope up with the demands of a hectic lifestyle. With Höhner, they will be able to bring back the lost balance of health and feel revitalized in all forms. We aspire to be their constant companion by providing a one-stop solution to maintain a healthy lifestyle. All Höhner products are carefully formulated with a perfect balance of nature and science, and goes through stringent quality processes and checks, guaranteeing safety, purity, and efficacy.”

The company also plans to keep high-quality products accessible and affordable to many. In all, Höhner aims to meet the needs of the modern lifestyle of its new-age consumers.
 

Pharma company Brinton launched the wellness and personal care brand Höhner Health. 

Höhner Health offers a wide range of products in nutritional supplements, baby skincare, and personal care category. Brinton plans to make Höhner a global brand, where India's launch will be followed by the USA, UK, Europe, and south-east Asian Market along with Nepal, Sri Lanka, Bangladesh, and more. Höhner being a D2C brand, will give direct access to its range to the new age consumer all across.

Tata Consumer Products Enters Premium D2C Coffee Market

By Vaishnavi Gupta , Sr Correspondent

04 Mar 2024 | 3 min read

Tata Consumer Products Ltd (TCPL) has introduced a premium roasted and ground coffee under the Sonnets brand targeting urban and increasingly discerning coffee drinkers in India. With this launch, the company is eyeing the Rs 100 crore artisanal coffee market.

The TCPL’s move marks its maiden foray into the Direct-to-Consumer (D2C) market. It will let the company tap a growing number of buyers shopping online, especially during the pandemic when most are cooped indoors and unable to visit cafes and coffee shops.

Puneet Das, President, Packaged Beverages, India & South Asia, Tata Consumer Products Limited, said, “The user can choose the roasting level, grounding and flavors of the coffee which gets delivered to the doorstep of the customer via our delivery channels. We are leveraging both premiumization and home delivery trends through this launch.”

Tata Consumer Enters Premium D2C Coffee Market

The coffee is produced in Tata Coffee-owned estates. The consumer can choose his preferred roast type from between a light, medium, and a dark roast option, and could also suit his brewing preference and opt for either a filter coffee or a French press grind.

Tata Consumer Products will be expanding the offering to gourmet stores in metro cities as it scales up in the segment.

“Our ambition is to be seen as a serious coffee player just like we have equity in the market with Tata Tea. We aim to have a sizable share in the market as we grow,” Das added.

As the coffee culture evolves, the company will also evaluate new coffee variants like green coffee in India.

Tata Consumer Products Ltd (TCPL) has introduced a premium roasted and ground coffee under the Sonnets brand targeting urban and increasingly discerning coffee drinkers in India. With this launch, the company is eyeing the Rs 100 crore artisanal coffee market.

The TCPL’s move marks its maiden foray into the Direct-to-Consumer (D2C) market. It will let the company tap a growing number of buyers shopping online, especially during the pandemic when most are cooped indoors and unable to visit cafes and coffee shops.

Mercedes-Benz India to Shift Retail Sales Structure to D2C model

By Vaishnavi Gupta , Sr Correspondent

04 Mar 2024 | 3 min read

Mercedes-Benz will be shifting its retail sales structure in India to a ‘Direct-to-Customer’ model, under which it will own the entire stock of new cars for sale. The move is aimed at bringing better financial health for its dealer partners while offering customers uniform transparent prices, a wider choice of vehicles, and a seamless purchasing experience.

Under the new structure termed as 'Retail of the Future' (ROTF), German luxury carmaker will bear the cost of inventory directly on themselves and offer one specific price for each model across the country. The invoicing of the cars will also happen directly at the company and not with the dealers, and customers will have access to a larger inventory pool managed and owned directly by the company.

The primary role of the dealer would now be establishing and maintaining customer contacts, developing the market, and facilitating the sale of cars. With the burden of inventory cost taken out of their books, Mercedes said it would be beneficial for dealer profitability as well.

Martin Schwenk, the Managing Director, and CEO, Mercedes-Benz India, said, "This long-term strategic move will strengthen our customer focus by introducing a fundamental transition in the retail business in the market. It also will deliver a win-win solution for both customers and Franchise Partners, underscoring our clear vision for a future that is sustainable, empowering, and digital."

"It empowers customers to have a hassle-free and completely transparent customer journey, experienced never before. We are also glad to have the collaboration of our Franchise Partners in this transition, further empowering them to have significantly fewer financial and operational risks, resulting in a profitable and sustainable business model.  Franchise Partners continue as brand representatives, maintaining their strong connection with customers and striving to offer the best customer experience in the market. It also allows Mercedes-Benz to stay obsessed with customers and remain a future-ready pioneering brand, ahead of the curve," he further added.

'Retail of the Future' (ROTF) will kick off in the fourth quarter this year.

Mercedes-Benz will be shifting its retail sales structure in India to a ‘Direct-to-Customer’ model, under which it will own the entire stock of new cars for sale. The move is aimed at bringing better financial health for its dealer partners while offering customers uniform transparent prices, a wider choice of vehicles, and a seamless purchasing experience.

Under the new structure termed as 'Retail of the Future' (ROTF), German luxury carmaker will bear the cost of inventory directly on themselves and offer one specific price for each model across the country. The invoicing of the cars will also happen directly at the company and not with the dealers, and customers will have access to a larger inventory pool managed and owned directly by the company.

D2C Brand Almo Aims to Become One Stop Destination for Men's Essential Wear

By Vaishnavi Gupta , Sr Correspondent

04 Mar 2024 | 3 min read

Direct to consumer (D2C) men’s essential wear brand Almo has secured its seed round of funding. This round was led by Angelist India and a group of industry angels, including Arjun Vaidya (ex-CEO, Dr. Vaidya’s), Piyush Shah (Co-Founder, Inmobi Group), Muralikrishnan (COO, Xiaomi India), Nitin Gupta (CEO, Uni Cards), Rohit Chanana (Ex-President, Strategy, Hero Corporate Services), Umang Kumar (Co-Founder, CarDekho Group), Darshan Deora (MD, Indvest Group) and Pranay Jain (VP Avendus Capital) amongst others.

Started by Abhishek Shah, and Muskaan Jain along with core team member Chhavi Bhardwaj in June 2020, Almo eyes to cater to urban evolved Indian men who do not look at their essential wear as merely a functional necessity but also demand comfort, function, and sustainability at the same time.

Abhishek Shah, Co-Founder and CEO, Almo, said, “Almo’s vision is to evolve into a one-stop destination for premium men’s essential needs for the evolved Indian men, to meet their aspirations of upgrading to international trends, styles, and quality.”

“We believe it is a shifting dynamic for an emerging brand like ours to tap into via a digital-first approach which works well for today’s millennial consumers, with our focus on our D2C channel which currently drives the majority of our business,” he added.

The Gurugram-based startup is also planning to introduce more sub-categories in the future including winter wear and athleisure ranges. Besides being available at AlmoMan.co, the brand is also available on all major marketplaces like Amazon, Myntra, Ajio, TataCliq, etc, with a pan India delivery footprint. 

Direct to consumer (D2C) men’s essential wear brand Almo has secured its seed round of funding. This round was led by Angelist India and a group of industry angels, including Arjun Vaidya (ex-CEO, Dr. Vaidya’s), Piyush Shah (Co-Founder, Inmobi Group), Muralikrishnan (COO, Xiaomi India), Nitin Gupta (CEO, Uni Cards), Rohit Chanana (Ex-President, Strategy, Hero Corporate Services), Umang Kumar (Co-Founder, CarDekho Group), Darshan Deora (MD, Indvest Group) and Pranay Jain (VP Avendus Capital) amongst others.

Started by Abhishek Shah, and Muskaan Jain along with core team member Chhavi Bhardwaj in June 2020, Almo eyes to cater to urban evolved Indian men who do not look at their essential wear as merely a functional necessity but also demand comfort, function, and sustainability at the same time.

D2C start-up Avni Launches Plant-based Menstrual Hygiene Products

By Indian Retailer Bureau , Sub Editor

04 Mar 2024 | 5 min read

Holistic menstrual care start-up, Avni has launched its all-new range of plant-based menstrual hygiene products including bio enzyme period wear liquid cleaner, menstrual cup wash, and antibacterial intimate wipes. The brand has been working towards breaking misconceptions associated with the use of cloth-based sanitary pads during menstruation.

Following are the details of the newly launched products:

Avni Period Wear Wash

Avni

The newly launched cleaner is India’s first 100 percent plant-based liquid wash designed specifically to fight period blood stains and odour of body fluids effectively. It has a blend of plant-based surfactants, bio enzymes, and green tea to protect precious period panties, cloth pads and panty liners. The acid, caustic, and bleach free wash releases no toxic effluents and comes packed in recycled packaging.

Avni Menstrual Cup Wash

cup wash

A 100 percent plant-based liquid wash, can be used for washing and cleaning menstrual cups. The wash is fragrance-free and safe for the silicone-based cup.  The wash will be accompanied by India’s first antimicrobial cloth wipe, for wiping the menstrual cups post-wash.

Avni Anti-bacterial Intimate Wipes

Wipes

The product is made of Natural biodegradable fibres, without any alcohol. These wipes are Gynecologist approved and are enriched with pH balanced at 3.5, aloe vera, vitamin-E, and tea tree extracts. These wipes prevent rashes, allergies, and infections.

The start-up is determined to reinvent the traditional Indian methods of menstrual care. The brand offers well-researched, innovative, tested products to facilitate women’s hygiene during periods that have been explored on the backbone of authentic Indian methods. 

“Over the years commercial companies have demonized the use of cloth-based pads and hygienic products. However, it is a sheer misconception that cloth-based pads are unhygienic or harmful. On the contrary, clean cloth-based pads are chemical-free, skin-friendly, and cause no harm to the women or the environment. We are trying to create awareness and provide a more viable solution to women. With the launch of these new products we expect the usage of cloth pads will rise and Avni will become travel buddy products for women” said Sujata Pawar, Founder, Avni.

The brand has been simultaneously working towards creating more awareness around menstrual care. In line with the same, it also launched India’s first-period care 24x7 helpline accessible via WhatsApp, call, and SMS. 

 

Holistic menstrual care start-up, Avni has launched its all-new range of plant-based menstrual hygiene products including bio enzyme period wear liquid cleaner, menstrual cup wash, and antibacterial intimate wipes. The brand has been working towards breaking misconceptions associated with the use of cloth-based sanitary pads during menstruation.

Following are the details of the newly launched products:

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