Is Soothe's Unique Playbook The Future Of Feminine Hygiene Brands?

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Soothe Healthcare's Strategy

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Market Position

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Revenue and Growth

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Online Transition

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Product Range and Expansion

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Future plans

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Inside Feminine Hygiene Brand Soothe’s Reverse D2C Playbook

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Is Soothe's Unique Playbook The Future Of Feminine Hygiene Brands?

Soothe Healthcare's Strategy

Delhi-based startup Soothe Healthcare, founded in 2013, focuses on women's hygiene products. It built a strong offline presence before transitioning to online sales.

Market Position

Soothe competes with Stayfree and Whisper, securing a market share of over 7% in the menstrual hygiene sector.

Revenue and Growth

Soothe's FY23 revenue was INR 172 Cr, a 25% increase from the previous year. FY24 revenue reached INR 180 Cr, focusing on profitability.

Online Transition

Soothe began its omnichannel journey in 2023, with online presence boosting revenue and set to add INR 70-80 Cr this fiscal year.

Product Range and Expansion

Soothe's core product is Paree sanitary pads, and they have expanded to include baby diapers and other personal care products.

Future plans

Soothe aims for INR 1,000 Cr revenue in the next three years, expanding into Nepal, Bangladesh, and Africa while increasing online sales.

Inside Feminine Hygiene Brand Soothe’s Reverse D2C Playbook