Feminine Hygiene Startup Plush Nets INR 40 Cr

Feminine hygiene D2C startup Plush has raised INR 40 Cr (around $4.6 Mn) in its Series B funding round led by Premji Invest’s former senior partner Rahul Garg. 

The round saw participation from Blume Founders Fund, OTP Ventures, Careernet, Patni Family Office, angel investors Sumit Jalan and Ajay Kumar Aggarwal among other investors. 

Plush plans to use the fresh capital to strengthen its market presence, scale offline footprint and boost brand visibility. 

“This capital will help us deepen our market presence, expand our offline footprint, and invest in the kind of brand-building that makes Plush the go-to personal care brand for everyday wellness,” said Plush cofounder Prince Kapoor.

Founded in 2019 by Kapoor and Ketan Munoth, Plush is a D2C brand with a product portfolio that includes period care, intimate wellness, hair removal and self-care essentials.

The startup claims to have secured INR 26 Cr before its current funding round. 

“With a sharp focus on capital efficiency and deep consumer love, Plush is now targeting INR 200 Cr ARR milestone in its next phase of growth,” the company said in a statement.

The startup claims to have reported an 84% year-on-year revenue growth to INR 28.87 Cr in the fiscal year ending March 2024 (FY24). It reported a loss of INR 4.4 Cr in the year under review. 

For the financial year 2025 (FY25), Plush is projecting INR 65 Cr in revenue.

In the feminine hygiene sector, Plush competes with the likes of Nua, Carmesi and Sparkle. Other players in the space include Sirona, Lola and Sanfe. 

Femtech Making Waves In The Startup Ecosystem

The development comes at a time when feminine hygiene is turning into a big market opportunity as emerging players in the femtech space are bringing new product categories focussed on women’s well being and comfort. 

Earlier this year, Plush’s industry peer Sirona’s cofounders Deep Bajaj and Mohit Bajaj bought back the feminine hygiene brand from The Good Glamm Group.

“We have officially bought back Sirona. We still have more to contribute to the feminine hygiene space. And this time, we return with the same passion, a bit more wisdom, and an even bigger vision to create a meaningful impact,” Deep said in a LinkedIn post.

Mumbai-based Good Glamm Group acquired Sirona in October 2024 for INR 450 Cr.

With the increased market interest in the space, investors are also loosening their purse string for these startups. 

In February, Femtech D2C brand Nua raised INR 35 Cr in a Pre-Series C funding round led by Mirabilis Investment Trust.

Besides, Menstrual hygiene D2C brand Naarica roped in badminton star Saina Nehwal as an investor and brand ambassador in March.