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.”