Paree, from the house of Soothe Healthcare, is a brand of top quality, one of its kind sanitary napkin. Paree is the only brand in India to have US FDA registration (U.S food and drug administration. Paree is the first-ever brand to manufacture the three-second absorption technology in sanitary pads. HeavyFlo Champion is one of its kind sanitary pad. The brand uses sap and unique channel flow in all of its products as well as a unique core formation that helps in quick absorption. Apart from sanitary pads, Soothe also manufactures super slim Pantyliners and multi-purpose Wipes. In an exclusive conversation with the founder Sahil Dharia, a detailed discussion on post covid impact happened with indianretailer.com.
Walk through the journey of Paree. What is your current distribution in the online as well as offline space?
Paree is a national brand with over 10 L women buying product each month and is available in over 100,000 Pharma/GT stores & supermarket chains nationwide.
What’s unique about Paree is that entire value chain of the product there is an involvement by women - from decision making or R&D & even manufacturing. Paree is an output of a company where a large chunk of the workforce and the corporate staff are Women. This is the secret of making a good product and the reason behind our success. In an exclusive conversation with founder wih Sahil Dharia more aspects of the brand was shared.
Do you see any major impact of covid 19 on overall menstrual hygiene market worldwide?
The lockdown has temporarily disrupted supply chains and even our manufacturing operations. We are seeing consumers stocking up on essentials worldwide and including in India where FMCG: specifically foods, personal care & personal hygiene products are moving off the shelves quickly. The channels usually stock a month's worth of supply of these goods and with most factories shut I expect some disruption on shelves starting middle April. While the govt has notified Sanitary pads an essential product there remain issues with non availability & movement of trucks & lack of labor at factory floor which will be the primary cause of these disruptions. Expect normalcy to set in around June-July.
How do you see demand will rise for sanitary napkins due covid impact?
Yes, all of a sudden there is mass awareness of ‘hygiene’ and related products in which bucket the sanitary pad falls. While this applies highest to hand sanitizers and soaps/masks, there is a rub off on personal hygiene products as well. We will also see customers being brand agnostic as they look for the product that meets their needs as opposed to the usual familiar feeling in purchase. This will allow challenger brands to pick up the phase faster.