Business models

A whole new approach to women's wellness

13th March 2019

Nua's founders Ravi Ramachandran & Swathi Kulkarni on co-creating a trusted wellness brand through great products, meaningful content and holistic care for women.

Nua built its business on a direct-to-consumer model that enables women to customise sanitary napkin packs based on their individual needs. They can opt for a subscription, choose the delivery frequency and have the packs delivered to their doorstep, without worrying about emergency store visits.

Today, Nua delivers its high-quality, easy-to-store and dispose sanitary napkins across the country, with Tier 2 and 3 cities accounting for 50% of sales. But it is so much more than a product. In the wellness space, Nua has built a highly engaged, online following by bringing the taboo subject of menstruation out into the open, and normalising periods (and everything associated with them) through authentic, informative content. And in doing so, become a platform where women feel significant and cared for. In this video, founders Ravi & Swathi explain their co-creative approach – how they listen to customers and create products tailored for their needs.

Our vision for Nua is to become the wellness brand that truly understands and addresses women's needs. Eventually, in addition to sanitary napkins, the brand intends to add other menstrual hygiene and wellness products to provide a holistic solution for its community.

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