Azah, which is a women’s wellness brand, has lately been acquired by Powerhouse91. The brand has doubled its revenue post-acquisition while growing almost 50 percent month-on-month (MoM) in October alone. It said that its growth comes on the back of increasing awareness about premium wellness and hygiene, particularly in products like sanitary pads.
The feminine hygiene market was valued at Rs 32.66 billion in 2020 - and is expected to grow at a compound annual growth rate (CAGR) of 16.87 percent. Starting originally as a feminine hygiene brand with its range of organic sanitary pads, the company has further accelerated and expanded its product line multifold with recent product launches like menstrual cups, period panties, acne patches and jade roller. It further said that it is looking to expand to a broader set of demographics and geographies.
“Azah benefits greatly from operating within the broader umbrella of Powerhouse91’s family of brands. Our goal here is to establish Azah as a global brand that stands for functional, sustainable and accessible women’s wellness. The brand’s journey of finding its loyal following in a highly competitive space, and that too in a relatively short period is a testament to its strong focus on quality and customer experience,” Aqib Mohammed, Co-founder at Powerhouse91, said.