How Lemme Be Is Rewiring India’s Intimate Health Space With Sustainable Menstrual Products

Conversations about menstrual health in India have historically been constrained by stigma and misinformation, impacting women the most. This stigma has resulted in inadequate hygiene practices and compromised wellness, highlighting the pressing need to challenge societal taboos surrounding menstruation.

However, recent years have seen a significant increase in awareness campaigns and initiatives by both the government and private entities that aim to break menstrual health taboos and provide accessible menstrual care solutions. 

Some of these government initiatives include Rashtriya Kishor Swasthya Karyakram (RKSK), tax exemptions on sanitary products, the Menstrual Hygiene Scheme (MHS), and Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP) have bolstered this progress.

This growth is evidenced by the projected expansion of the Indian feminine hygiene market, estimated to grow from $900 Mn in 2024 to $1,790 Mn by 2029. Notably, many new-age brands like Nua, Sanfe, Pee Safe, and Sirona are striving to carve out a niche to cash in on this opportunity. 

Among them is Hyderabad-based Lemme Be, which aims to distinguish itself with its range of menstrual care products and a platform for open discussions about menstruation. The brand seeks to address the lack of awareness and encourage open conversations about menstruation and menstrual health management.

Founded in 2020 by Devidutta Dash, Lemme Be offers more than 48 period care and eco-friendly products, including sanitary pads, panty liners, menstrual cups and discs, GOTS-certified tampons, and reusable period panties. 

The D2C startup sells primarily through online channels, including major marketplaces like Amazon, Nykaa, Flipkart and Myntra, accounting for about 50% of its sales. 

It is also present at 40-50 upscale modern trade stores, including Le Marche Retail in Delhi and Ratnadeep in Hyderabad. As per the founder, the brand has a 77% repeat user percentage on Amazon. Additionally, the startup engages in CSR initiatives, using funds to educate on menstrual health management in schools. Currently, it has 2 Lakh plus total users. Dash said that the startup’s FY23 revenue stood at INR 6.3 Cr. 

The period care startup has raised INR 15 Cr since its inception and counts Multiply Ventures, Anicut Capital and AUM Ventures as its investors. It counts Sirona, Pee Safe, Nua, and Sanfe as its key competitors.

The Inspiration Behind Lemme Be

Dash, a Biotech engineer, began her journey in 1999 when she volunteered at her first Menstrual Health Management (MHM) camp in Odisha. Organised by her mother, the camp inspired her to advocate for the cause of menstrual and intimate health. Since then, Dash has volunteered intermittently with various organisations.

In 2014, she decided to make waves by starting a business in the period care segment that was crying for disruption back then. Despite staring directly at a real-world problem at the time, she had little knowledge about how to make any headway. Therefore, she decided to pursue an MBA in design thinking from Australia to develop products and fathom marketing strategies.

After returning to India in 2017, Dash decided to launch her first period care brand, Mirai Me — an organic period care brand focussed on exploring customer journeys and developing need-based products in 2018. 

Unfortunately, Mirai Me shut down during the Covid-19 pandemic. After shutting down her first-period care brand, the cofounder couldn’t shun her passion for the category. Drawing on insights from her previous venture, she dedicated five to six months to intensive research and brand development and finally launched Lemme Be in November 2020. 

This time she focussed on defining the brand’s visual and auditory identity, ensuring inclusivity, and identifying its target audience, archetype, and distribution channels.

Dash highlighted that entering the menstrual care market poses significant barriers. This is because shifting from established brands like Stayfree or Whisper is challenging and transitioning to more sustainable products requires substantial effort and understanding. “Convincing new users to switch and educating consumers has been a big challenge for us,” Dash said.

In 2022, Vinod Abrol, a seasoned CA and Jabong’s former CFO, joined Lemme Be as its cofounder and CFO.  

Now, unlike her previous startup that targeted women aged 35 and older, Dash shifted her focus to younger generations like Gen Z and Gen Alpha, who prioritise sustainable options such as menstrual cups. According to Dash, these groups value high-quality, eco-friendly products and view cups as transformative.

“Recognising the need to reach younger demographics like Gen Alpha, we began targeting their mothers as well. We also introduced leak-proof underwear to address incontinence, particularly for women after pregnancy. Expanding further, we started catering to older women in their menopausal journey with leak-proof underwear, addressing issues of unpredictable periods and wetness. We also launched products tailored for niche groups such as tampons for athletes,” she added.

Dash said that the startup achieved sales of approximately INR 2.34 Lakhs in the first year of operation. Sales increased to INR 2 Cr in the second year and to INR 6.5 Cr the following year.

What’s Next For Lemme Be?

To foster an inclusive, sustainable, and affordable ecosystem for menstrual health, sexual wellness, and intimate health, the startup aims to normalise open discussions about these topics and provide accessible solutions to enhance the well-being of women. 

According to Dash, Lemme Be will continue distinguishing itself with unique product designs. For instance, unlike regular bell-shaped cups commonly available in the market, Lemme Be’s menstrual cups feature a slightly angular design, are reusable and made from 100% medical-grade silicone.  

She said that another USP of the brand is their teen tampons range, which excludes super absorbent polymers, minimising chemical exposure. Additionally, these tampons are 100% biodegradable and quite small in size.

Currently, the brand is employing several key strategies to establish its market presence. Its short-term aim is to reduce costs and align prices with consumer budgets while maintaining profitability.

Focussed on Gen Z, the cofounders are investing heavily in performance marketing. Going forward, the brand aspires to become EBITDA positive and reach about INR 36 Cr in ARR in the ongoing financial year.

The cofounders are also planning to expand their sexual wellness category. Before a full-scale launch likely in September or October this year, they have floated some products to test the market and understand consumer preferences.