Bringing disruption to Women’s Wellness
Traditionally, there is a big gap in the relationship that most feminine care brands have had with their customers. There are very few direct two-way conversations happening between them and fewer honest conversations around topics that matter.
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The rise of e-commerce and digitization in India has created immense opportunities for the Indian consumer, especially women, to choose feminine care brands that cater specifically to their needs. The Indian feminine hygiene market was at Rs. 32.6 million in 2020 with an expected growth of Rs 70.20 billion by 2025, according to a report by Global NewsWire.
Traditionally, there is a big gap in the relationship that most feminine care brands have had with their customers. There are very few direct two-way conversations happening between them and fewer honest conversations around topics that matter. Given the demand for products in the women's wellness space, there was a lack of an exclusive and focused category to address these issues and conversations. At Nua, we realized this and also understood that the time to act was now.
When it comes to women's wellness, there are so many important topics that are still considered taboo in our country. Consequently, the ability to understand real issues gets diminished and this, in turn, has led to a massive gap in the experience delivered to customers. But this is now changing as increasing awareness around women’s wellness – mental, physical, and sexual health - is helping brands evolve. Many new-age brands are now entering this space providing consumers with a more evolved, candid, and digital-friendly category.
In India, there has always been a stigma around menstruation with limited discussions that have led to a lack of attention to the menstrual hygiene space. So, when we thought about solving for the periods' category, we spoke to thousands of women to hear what bothers them when it comes to wellness. After a lot of listening, we realised that every woman has a different need. No period is the same. Women are used to buying sanitary pads off the shelf without realising whether that particular pack of pads caters to their needs or not. But why not create a customised solution that is solving a real problem? And so we offer women the choice to build their pack of sanitary that is customised as per their period flow.
However, when there is a brand involved in solving women’s problems - earning trust is the real transaction. And in a category like ours, trust is earned through authentic, honest, and real conversation that creates a 3-way discussion - that is, not just with us and the community and vice versa, but also the community with each other. Our approach has, and will always be, to keep the community at the heart of everything we do. We want women to feel safe, seen, and heard. Today, we have a strong community of around 4 lakh women across our social media channels.
However, the women’s wellness space in India is still nascent but the growth opportunities are massive - right from general wellness and intimate hygiene, to fertility, pre/postnatal solutions, fitness, and even mental wellness. There are so many previously unsolved and complex problems here that can now be solved by the clever use of technology, products, and content. Meanwhile, at Nua, we will continue to build holistic solutions in solving real problems and focus on being customer-first.
Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house
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