Female hygiene market growth is being driven by increased awareness of feminine hygiene and the benefits of using hygienic personal care products. The feminine hygiene products market was worth Rs 32.66 billion in 2020 and is expected to grow at a compound annual growth rate (CAGR) of 16.87 percent between 2021 and 2025, reaching Rs 70.20 billion by 2025.
The future potential of this category is enormous, as demand for feminine hygiene products is increasing significantly, forcing the market to provide personalized options. Due to its cost-effectiveness, there is an increase in the demand for eco-friendly products in female hygiene. Capitalizing on this trend, Avni, a digital-first D2C brand, is planning to take a larger share in this market.
Avni was founded by Sujata Pawar in April 2021 along with her husband Apurv Agrawal, to provide toxin-free, functional menstrual care products for women as per their flow, body type, and comfort. The brand is on the mission to provide well-researched menstrual hygiene products that not only suit sensitive areas but are also eco-friendly, and safe for sanitation workers.
“Putting in the time and energy paid off for the brand, as we raised Rs 65 lakh in a seed round from WeFounderCircle in April 2021. In the last year, we have reached out to over 50,000 women and shipped products to over 20,000 pin codes across India. We are growing 40 percent month-on-month,” said Sujata Pawar, Co-Founder and CEO, Avni.
Why D2C Route?
D2C allows the brand to recognize each customer’s interest and create specific deals to drive purchasing decisions using a data-driven strategy. The direct-to-consumer subscription service model also provides shoppers with a more convenient, personalized, and cost-effective way to purchase what they require regularly. The D2C service not only empowers women but also makes the hygiene ritual more manageable and effective.
“In India, there has almost undoubtedly never been a better time to launch a D2C feminine hygiene care brand. Customers are exploring a wide range of new products on a regular basis, strengthening the development prospects of feminine health care, owing to the availability of low-cost smartphones, the proliferation of the Internet, and, most notably, menstrual hygiene awareness,” Pawar stated.
As a digital-first D2C brand, Avni has a presence on its website, and on major e-commerce platforms such as Amazon, Flipkart, OneGreen, Smytten, and Woovly.
Additionally, the brand has 26 retail outlets in southern India. Furthermore, it is actively collaborating with non-governmental organizations (NGOs) and menstrual educators across India to provide education, awareness, and product distribution in rural India.
As a female hygiene brand, its expansion plans focus not only to cater women’s menstrual hygiene needs but also to empower marginalized women in rural India.
“In rural areas, we are focusing our efforts on increasing menstrual hygiene management awareness while also creating job opportunities. We dedicate 8 percent of our profits to empowering women and girls through education and high-quality products,” she asserted.
To make the hygiene ritual more manageable and effective, the brand has a wide range of product offerings that are skin-friendly, environmentally friendly, and chemical-free at the same time. Some of Avni's popular products include Avni Anti-microbial reusable cloth pads and panty liners - Avni Lush & Avni Fluff, Avni Natural Cotton Sanitary Pads, Avni Period Wear Wash, Avni Menstrual Cup & Wash, and Avni Antibacterial Soothing Intimate Care.
The brand’s target audience ranges from a 10-year-old girl to a 50-year-old woman nearing menopause. It designs its products as per various age groups, keeping in mind their requirements.
“We have the vision to touch 10 million women through our products, ambassador network, and micro-entrepreneurship initiatives. We firmly believe that each period, like each woman, is unique, and our products are ideal for anyone looking for organic, infection-free smooth periods. We definitely aim to go deeper in the category of menstrual and intimate care with unique first-of-its-kind products for the Indian market,” Pawar noted.
India's First 24X7 Period Helpline Introduced
Avni understands that transitioning away from traditional period products is not easy. So, in order to see Avni emerge as a trustworthy women’s health brand, it provides dedicated doctors, medical experts, and a 24X7 AvniBuddy service helpline. Since each period is unique to a woman, its customer service representatives strive to identify each customer’s concerns and guide them toward better product application and usability.
The service not only raises awareness but also aims to dispel menstrual myths and make the hygiene ritual more manageable and effective. Most customers prefer to be well-versed in the product even before making a purchase. As a result, having real-time conversations with experts to answer their questions makes a significant difference for a brand as well as for its end customers.
Technological Innovation at its Core
The brand leverages technology in two ways. One is its products and the second is consumer experience with the brand.
Avni’s flagship and most popular product viz. antimicrobial cloth pads and panty liners, both have antimicrobial technology that prevents microbial infection for 100 washes. The brand tested this technology with third-party laboratories and it is one of the most important features of its product. This gives its consumers a sense of belief in the product and trust that any chances of infections will be taken care of by the cloth pads or panty liners.
Furthermore, the brand has leveraged technology in providing consumers an option to customize the products as per their personal requirements. They can select the product as per their flow requirements, body type, and time of the cycle. For consumer experience, it has leveraged technology to enable direct interaction with clients during every phase of the purchasing process, including after sales, which allows it to collect their email addresses, location, profiles on social media, and buying interests without compromising their privacy.
Understanding consumer purchasing habits enables Avni to improve existing products and, in some cases, develop new products.