Saina Nehwal bats for women's personal care, invests in Paree sanitary pads

Saina Nehwal has also joined the celebrity league of investors in Indian startup ecosystem. While Bollywood is little ahead with almost a dozen celebrities investing in startups, sportspersons are catching up fast. You We Can ventures by Yuvraj Singh has emerged to be the most prominent one in recent times apart from the maestro Sachin Tendulkar. Saina Nehwal has been the brand ambassador for some leading brands in India while maintaining her proximity with the issues related to women. One such venture which represent both is Soothe Healthcare. The company today announced the World’s No 1 Badminton Champion’s strategic investment in its personal care business. Saina is also the brand ambassador for Soothe Healthcare’s Paree sanitary pads.

The company claims,

With this investment, Saina takes a center court position to play a meaningful role in Make In India, Girl Child and Swach Bharat’ initiatives being propelled by the government.

What you need to know about Soothe Healthcare?

Co-founded by an iconic wall street investor and professionals, Soothe Healthcare manufactures Paree™ sanitary pads in a fully automated, high capacity manufacturing unit in Greater Noida, which holds the highest quality certifications in India and abroad. Soothe Healthcare is amongst the top suppliers of sanitary pads to central and state governments under the National Health Mission (NHM).

Recently, the company secured an undisclosed amount in funding from Anil Gupta, Ex President Reliance, who was also previously involved with the company as it’s advisor before eventually seeing the opportunity & investing himself. The company will use the money to accelerate marketing and branding activities, for brand Paree.

Market and brand placement

As per estimates, the sanitary pads market is expected to grow 5 times to Rs 21,000 crores in India by 2025. Paree targets 165 million girls between the age group of 10-24 years in India. Paree sanitary pads are positioned at the middle of the market with a goal to become a household brand within the next 5 years. The Paree brand of sanitary napkins is sold through select retail & e-commerce touch points across India.

With more than 85 percent of Indian women still not using sanitary napkins, there's a lot of scope for innovation at grass-roots level. Arunachalam Muruganantham with his startup Jayashree Enterprises has been leading the low cost sanitary pad revolution in India since almost a decade. Another notable venture is Sathi Pad's which is manufacturing eco-friendly sanitary pads made up of banana fibre. CIIE incubated Aakar Innovation is a hybrid social enterprise that manufactures high-quality, compostable and hygienic sanitary pads, which are priced below other branded, competitive products. Aakar has raised funding from a group of IIT-IIM alumni.

Of investor and investee

Saina sees the investment as a step to strengthen her relationship with the company. She believes that a sanitary pad is a high social-impact product and Paree has the potential of reaching every household in India and this is what sets the brand apart.

Sahil Dharia, CEO, Soothe Healthcare elaborates on the deployment of funds,

Funding received will be directed for expansion of business and branding initiatives. Soothe Healthcare is committed to taking a leading position for affordable consumer healthcare products. Over & above earning potential, we also aim to create high social impact in society and our efforts were recognized by the ‘Spirit of Manufacturing’award that the company won last year.

The company believes that Saina’s association will further help them achieve these goals as she is a role model for young aspiring girls and women, and connects very well with them.

Website