Saina Nehwal Backs D2C Femtech Brand Naarica

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

With this partnership, Naarica aims to scale its operations, expand its product offerings and cater to the underprivileged section. However, the startup didn’t disclose the size of the investment.

“Most of our funds are going to be deployed on marketing and operations so that we can ensure that we are actually reaching out to the women who need us most,” Naarica founder and CEO Shruti Chand told Inc42. 

The startup is also mulling entering the smart and functional intimate wear segment.

Founded in 2023 by Chand, Naarica sells reusable period underwear. It claims that its product is toxin free and anti-microbial, thereby helping prevent urinary tract infection (UTI). 

Naarica, which is registered under the ‘Startup India’ initiative, sells its product via its own website as well as ecommerce marketplaces like Amazon and Meesho. It claims to have served more than 20,000 customers to date.

Commenting on the partnership, Nehwal said, “Menstrual hygiene is a critical yet often overlooked issue in our country. Through this collaboration, I hope to create greater awareness and provide women with access to the high-quality, sustainable products they deserve.”

The development comes at a time when the femtech segment is gaining a lot of traction from investors. 

For instance, D2C femtech brand Nua raised INR 35 Cr (around $3.9 Mn) in its pre-Series C funding round last month to expand its product portfolio and. The startup is also backed by actress Deepika Padukone.

Similarly, Laiqa Wellness raised INR 15 Cr ($ 1.8 Mn) in its seed funding round from IvyCap Ventures last year. 

As per a report by Global Market Insights Inc, the global femtech market stood at $ 60.2 Bn in 2024 and is expected to grow at a CAGR of 16% within the next 10 years.