Sanfe is Challenging Social Stigma For Women With Their INR 30 Cr Hygiene Brand

Just like other brands in the femtech space, Sanfe saw the need to cater to Indian women with a taboo and stigma-free approach.

The Origin Story

The founders were compelled by the inability of women in India to share their experiences in relation to menstruation pain and unhygienic public washrooms. A lot of it has to do with the social stigma around periods and hygiene for women, but the modern Indian woman wants products that don’t make them taboos. Sanfe launched in the market with two products — a roll-on to tackle pain from period cramps and Stand And Pee, a device that lets women urinate without squatting.

The Growth

In 2021, Sanfe forayed into the beauty category under the name Sanfe Beauty. The brand has launched 25 new products in addition to sanitary and hygiene products. These skincare, haircare, topical skin application products are said to be dermatologically tested and are cruelty-free.

In FY21, Sanfe earned INR 9 Cr in revenue and over its lifetime it has catered to over 10 Mn customers with 28 Mn+ products sold. The startup claims an active community of over 5 Mn users, with over 25 percent month-on-month growth. In FY22, Aggarwal claims the company is on track to do more than INR 30 Cr in revenue.

The Differentiator

Sanfe claims that all its products are made for the Gen-Z and millennial population whose lifestyles are constantly evolving based on the latest research and science. Instead of adding to the gender bias in Indian society, Sanfe decided to address hygiene and skin issues openly. The company wants to raise awareness about several critcial issues for women today through its products.

The Journey

The brand provides products across reusable sanitary pads, menstrual cups, and tampons for period care. Besides this it has intimate deodorant, intimate hair oils, scrubs, body and face washes, medicated menstrual cup wash, stand and pee kits, toilet seat covers, face razors; hair removal cream, anti-stretch mark products; and breast care products.

The products are available online, on their website, and on ecommerce marketplaces.

What’s Next

With ecommerce in femtech moving towards more awareness and education, Sanfe has its work cut out for 2022. After the company’s funding round in December 2021, cofounder Sehrawat had said, “We are going to scale up the business, build up a strong portfolio of products with new categories, to focus on customer experience, and problem-solving.”

It plans to spend heavily to create brand awareness and increase visibility on marketplaces and other channels.