10 Startup Brands in Female Health, Hygiene and Wellness

The global feminine hygiene products market size is expected to reach USD 32.23 Billion in 2028. The rise in products will be driven by middle-class population in developing countries such as China, Brazil, and India, according to a most recent published report.

Adding to the growth of this segment of market, Direct to Consumer (D2C) has emerged as the growing trend for brands including some of the large FMCG traditional companies as a way to directly interact with their customers and reach them faster. Further, the rising demand for organic and biodegradable raw material-based feminine hygiene products is a key factor expected to drive market revenue growth during the forecast period.

Here we have compiled ten of the several startup brand that offers products for women health and wellness. Most of these brands offer sustainable and eco-friendly products.

1. Avni

PRODUCTS - Reusable Sanitary Pads - Skin-Friendly, Environment Friendly and Chemical Free


In the feminine care & hygiene industry most of the sanitary pads are manufactured using chemicals. Even the ones that claim to be chemical free may not actually be 100 percent organic. Avni provides safe menstrual hygiene products that are skin-friendly, environment friendly and chemical free. While adopting these products is healthy for women, it serves a greater purpose for those who have sensitive skin.

Founded by the husband-wife duo - Apurv Agrawal & Sujata Pawar, Avni currently has line-up including Avni Anti-microbial reusable cloth pads "Avni Lush & Avni Fluff", natural cotton sanitary pads, period wear wash, Menstrual Cup & Wash and Antibacterial soothing intimate care wipes. The products are apt for especially those women who have sensitive skin and are in immediate need of an organic and infection free products for smooth periods.

Avni is part of Cornell and Government of Maharashtra’s first accelerator programme and had raised INR 65 Lacs in a seed round in April 2021 from WeFounderCircle.

2. Azah

PRODUCTS - Bio-degradable Sanitary Pads

Azah offers high-quality organic pads and eco-friendly products for the new age women consumers which the startups says is an outcome of an extensive research conducted among thousands of Indian women who have shared their feedback with the company. 

Azah Product

Azah pads is made with the finest organic cotton for an ultra-soft surface, while the core consists of a biodegradable superabsorbent which can absorb more than 300 ml of flow, ensuring a dry surface even during heavy bleeding.

Based out of Gurgaon, Azah is backed by SnapDeal founders - Kunal Bahl & Rohit Bansal and AngelList India.

3. Carmesi

PRODUCTS - Bio-degradable Sanitary Pads, Tampons, Menstrual cup and Cramp-Relief Heat Patch

Carmesi Eco-conscious Sanitary Pads [Image credits - mycarmesi.com]

Carmesi is India’s first brand of premium, all-natural and bio-degradable hygiene products for women including sanitary pads, tampons, menstrual cup and cramp-relief heat patch made of finest natural ingredients, that are safe for a woman's body as well as the environment. 

Carmesi's premium sanitary pads are made from biodegradable bamboo fibre, an ultra-absorbent with anti-bacterial properties, and corn starch.

Founded in 2018, by Tanvi Johri and Rikshav Borah, Carmesi is a brand that is addressing female hygiene through an environmentally conscientious approach as each Carmesi pad comes in a resealable disposal bag solving the disposal problem of sanitary pads. These disposal bags are made of eco-friendly & recyclable "raw kraft paper" to offer a hygienic and environment-friendly way of disposal.


MildCares (GynoCup)

MildCares (GynoCup) aims to solve the problem of lack of access to reliable and affordable menstrual hygiene products in rural areas. Mild Cares' flagship product — "GynoCup" menstrual cup, which is made of medical-grade silicone and provides a cost-effective and sustainable alternative to traditional menstrual products

Last December, Mild Cares Pvt. Ltd. received undisclosed amount from Tim Draper family-led investment platform & reality show "Meet The Drapers".

4.  Janani

SERVICES - Digital Health Platform 

Janani is a digital platform for women fertility & menstrual health with AI and computer vision tool to help remove the subjectivity of embryologists while choosing the right embryo. This increases the success rate of IVF and eventually help lower the costs.

Founded in 2020, by Nilay Mehrotra, Janani is a holistic, digital healthcare platform that effectively combines technology with medical expertise to provide affordable, convenient, end-to-end solutions focused on sexual wellness and reproductive health.

5. Nua (Lagom Labs)

PRODUCTS - Sanitary pads, Self-Heating Patch

Nua -- as a brand -- creates products and services that revolved around women’s health and wellness. It currently makes sanitary pads, cramp comfort (India’s first unique self-heating patch), foaming intimate wash, 1mm Everyday Liners & Uplift (period nutrition drink mix) and sells them online.

Founded in 2017, by Projjol Banerjea, Ravishankar Ramachandran and Swathi Kulkarni, Nua is essentially a women’s wellness D2C brand. The brand counts celebrity-actor Deepika Padukone as its investor.

6. Pee Buddy (Sirona Hygiene)

PRODUCTS -  Stand-and-Pee Device, Sanitary Pads and Cups, Pregnancy-Test Kit and Other

Sirona Hygiene, is known for its device 'Pee Buddy' using which females can stand and pee. With the device, women can use dirty toilets without worrying for UTI. Ideal for conditions like pregnancy, diabetes, arthritis, while travelling or trekking

Sirona Hygiene
Sirona’s Menstrual Cup, Menstrual Cup Wash and Menstrual Cup Steriliser.

PeeBuddy also offers of India’s first sanitary disposal bags for clean & hygienic disposal of sanitary products as well as toilet-seat sanitizer sprays. An another product 'PregRX' is what the company claims to be the world’s First HCG Integrated FUD Funnel For Testing  Pregnancy at home. (Just Pee & See. No more container).

Founded by Deep Bajaj, who introduced Pee Buddy in 2015, Sirona is one of the first Indian companies to have adopted and introduced a more modern and sustainable approach towards menstrual hygiene in India.

7. Proactive For Her 

SERVICES - Digital Women's Health Clinic

Proactive for Her

Proactive For Her is a digital clinic for women’s outpatient healthcare, offering evidence-based primary and preventive healthcare services for women across life stages offers evidence-based primary and preventive healthcare services for women across life stages.

Founded by an IIT-Bombay alumnus Achitha Jacob, the platform offers women a one-on-one consultation with handpicked physicians and experts that offer a non-judgemental, confidential and patient-centric approach.

8. SanFe 

PRODUCTS - Organic Sanitary Pads

Sanfe is an IIT Delhi-incubated startup for designing and developing products for improving female health and hygiene. Under the brand name 'SanFe', it sells sanitary napkin/pad segment with the launch of first Reusable Sanitary Pads, made with composite banana fiber, which can last up to 2 years (around 120 washes).

Founded in 2017, by Archit Agarwal and Harry Sehrawat, Sanfe is a female hygiene brand that creates products such as stand-and-pee devices, intimate care products, panty liners, organic sanitary pads, pain relief roll-ons, and menstrual cups.

Sanfe is also a direct-to-customer (D2C) brand that sells products that it claims to be comfortable, rash-free, natural & organic, and safe for the body as well as the environment.

9. Silky Cup

PRODUCTS - Reusable Sanitary CupsSilky Cup

Silky Cup is a female wellness company that offers reusable menstrual cup for girls and women. These reusable cups are highly cost-effective product that is made keeping in mind the well-being of women, as well as providing an environmentally friendly alternative. 

The Huddle incubated startup is Indian market leader in the reusable menstrual cup market and largest menstrual cup manufacturer in India. The Silky Cup is tested within International standards. ISO 10993 is a Quality Standard governed by the International Organization of Standardization in Geneva, Switzerland, and is recognized and practiced in over 160 countries around the world. [ISO 10993 is the quality standard for medical devices]

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