Sirona, one of India’s leading FemTech brands that offer innovative period and intimate hygiene products and services, saw a 60 percent growth in business on Amazon this festive season when compared to the festive period last year.
During the same period, business on Flipkart and Meesho has more than doubled and other marketplaces such as Myntra, Nykaa, and Purplle have also shown encouraging growth. Instant delivery platforms such as BlinkIt and Swiggy InstaMart have also shown promising growth in our category. Sirona Menstrual Cups continue to grow across all marketplaces along with period and intimate care products such as Disposable Period Panties, Intimate Wash, Panty Liners, and Sanitary Disposal Bags amongst others. Another category in which Sirona has seen tremendous growth is razors. Sirona face and body razors are driving sales across platforms. Overall Sirona has seen a 50 percent growth in the business (sales across all channels) in the first half of this financial year when compared to the same period last year.
The growing business on these platforms shows that our customers are now more aware and our brand awareness and category education efforts are working well toward driving growth across all e-commerce platforms including the brand’s own website. It is also encouraging to see that this growth is coming from both Tier l and Tier ll cities in India. Customers now have more information and are willing to explore and try new products that can solve their period and intimate hygiene problems.
Krishna Kumar Mishra, Head of Marketplace Business said, “We continue to lead the menstrual cup category and now find more takers for our innovative period care products like sanitary disposal bags, period pain relief patches, panty liners, etc. Our newly launched Rash-free Sanitary Pads have also been received well in the market. Along with period care and intimate hygiene which are our core categories, we have also seen an increasing interest in sexual wellness and personal safety (Empower) products that Sirona has to offer.”
Sirona has also recently expanded its retail presence. Sirona products are now available across modern trade outlets including supermarket chains such as Metro, Walmart, Spar, DMart, stand-alone modern trade stores, and pharmacies like Apollo Pharmacy, Guardian Pharmacy, and more.
Kishori Pattnaik, Head - Offline Sales said, "Across these stores, we ensure a good customer experience and make sure our interaction across touchpoints is consistent. As customers are shopping omnichannel now more than ever, providing a seamless, frictionless experience across channels gives us a competitive edge. We hope to create magic in the stores and communicate with customers through different marketing initiatives and eye-level visibility.”
Anika Wadhera, Head of Marketing, Sirona, said, "We are elated to see that more and more customers are acknowledging the importance of period care and intimate hygiene and accepting our products that offer solutions for their long ignored feminine hygiene woes. We are also glad we have been able to reach out to customers in Tier ll cities and helped empower them with better solutions for menstrual and intimate hygiene.”
Convergent Finance LLP and Samara Capital have jointly declared the finalization of definitive documents for acquiring a 51.8 percent stake in Agro Tech Foods Limited (ATFL) from a subsidiary of Conagra Brands, Inc. ATFL, a listed company on the Bombay Stock Exchange and the National Stock Exchange, will undergo a mandatory open offer for an additional 26.0 percent of outstanding shares due to this acquisition. The deal is pending customary regulatory approvals and is anticipated to be completed in due course.
Conagra has been a controlling shareholder of ATFL since 2011, and during its tenure, ATFL expanded its food portfolio, featuring renowned brands like ACT II popcorn and Sundrop edible oils. Both brands are leaders in their categories, catering to both in-home and out-of-home consumption. ATFL will retain the license for the ACT II brand from Conagra for use in India.
Harsha Raghavan, Managing Partner at Convergent Finance said, “Agro Tech Foods’ category-defining brands have been beloved household names for the past three decades, thanks to the company’s relentless focus on quality, innovation, and customer delight. As India’s rapidly-growing consumer class expands and discretionary income levels continue to rise, we will expand ATFL’s distribution reach and product range, thereby transforming it into the country’s leading packaged and snack food platform.”
Manish Mehta, Managing Director and Co-Chief Investment Officer at Samara Capital said, “We are delighted to lead the acquisition of a majority stake in ATFL in partnership with Convergent. The company’s brands have high recall value with India’s consumers, and we aim to complement this hard-earned recognition with our knowledge of India’s food and consumer sectors to increase ATFL’s presence in fast-growing, high-margin categories. We intend to create a large and unique branded food platform in the country with this acquisition.”
Convergent Finance LLP, known for its investment management and advisory role, follows a value investing approach, emphasizing fair valuations through negotiated transactions. Samara Capital, founded in 2007, is a mid-market private equity firm in India with a focus on creating long-term value in partnership with entrepreneurs. Consumer and Retail form a significant focus area for Samara.
Conagra Brands, Inc, headquartered in Chicago, is a leading North American branded food company with a portfolio of iconic brands, including ACT II, Birds Eye, Duncan Hines, Healthy Choice, and Marie Callender’s, among others. The company is driven by a commitment to innovation and evolving to meet changing food preferences.
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