D2C femtech brand Nua has been making headlines for all the right reasons—most recently for raising an impressive INR 35 Cr in a pre-Series C round led by Mirabilis Investment. This milestone comes on the heels of the company achieving profitability, but beyond the numbers, Nua is tackling an overlooked yet critical gap in women’s wellness: postpartum care. 

Despite being a life-altering phase, postpartum recovery remains shrouded in misinformation—even among highly educated women. With a content-first approach and a deep commitment to community-driven innovation, Nua is bringing much-needed awareness and product solutions to this space.

We spoke to Inshia Rana, who heads the maternity range at Nua, about why postpartum care needs urgent attention, the challenges women face, and how the brand is driving change.

1. How is Nua connecting with young women as they navigate the complexities of motherhood, balancing work, life, and relationships?

Motherhood is a beautiful journey but it comes with its fair share of challenges. Nua recognizes that this milestone is deeply intertwined with relationships, work, and personal identity. Through all our products and initiatives, all we aspire to do is become a companion that makes this journey a little less overwhelming.
 

2. Do you see an interesting shift in demographics? As women prioritize education and career advancement, family might take a backseat. What is Nua’s perspective on ‘new moms’ who might be older?

Our consumer insights tell us the average age of conception has shifted significantly in recent years, rising from 25-27 to around 30-32. Nua embraces this evolving reality. Medical advancements (egg freezing and fertility treatments) have empowered women to make motherhood a conscious choice rather than a societal expectation. Every woman’s journey is unique, and the brand’s role is to support her at every stage. We want to reduce information asymmetry around postpartum care for women of all ages.

3. Can you reveal some insights from consumer dipsticks that Nua undertook to reaffirm the demand for a whole new range of maternity products?

The truth remains that women remain largely unaware about the critical lifecycle and its many challenges. Postpartum bleeding simply isn’t spoken of enough. During a consumer dipstick, a woman told me she felt like someone had “opened a tap” while describing the heaviness of her flow. Postpartum flow can last for 4-6 weeks.

4. How does Nua’s community help surface these concerns? Were there specific insights that shaped the product line?

At Nua, we believe that open conversations lead to better-prepared and more confident women. Unlike bulky, wingless options, our pads balance superior absorbency with soft, cottony comfort without feeling stiff or bulky. They’re longer than standard pads, with an extended absorbent core to prevent back leaks. Though changing every 4 hours is ideal, our pads can handle heavy flow for up to 8 hours, staying dry to prevent rashes and leaks. We have also designed a discreet, hassle-free disposable cover, a simple yet thoughtful addition. Disposal of these pads can also be a challenge due to their size and absorption capacity. To make it easier, we designed a sealable cover for discreet, hassle-free disposal. This simple yet thoughtful addition makes the process much more dignified and convenient for new moms. 

5. Let’s talk about the gap in women’s wellness, especially for maternity care products. Why do you think legacy sanitary pad napkins haven’t filled this void?

Legacy brands have not made the conscious choice of re-inventing sanitary napkins to cater to the diverse needs of these women. From a purely business objective, it’s also too short a life span to address for the big players. Nua takes a different approach. While this phase may be brief, it is one of the most physically and emotionally transformative periods in a woman’s life.

6. What has been the initial response to these maternity products? Any surprising trends or feedback?

The response has truly exceeded our expectations. Within just four months of launch, we have already achieved our six-month target. What makes this even more remarkable is that we have not yet invested any marketing dollars or tapped into the full potential of various platforms. This organic traction reinforces the real need for thoughtfully designed postpartum care products and validates our approach of prioritizing awareness and education over aggressive promotion

7. Have you seen more engagement from existing Nua users (who transition into motherhood) or first-time customers?

Initially, we anticipated that our existing Nua users, those transitioning into motherhood, would be our primary audience in the first few months. However, what has been truly surprising is the strong adoption by first-time buyers, making up about 60%. This can largely be attributed to the content approach we took.

At Nua, we’ve witnessed a shift toward openness, especially within our community. Through our content initiatives and social media platforms, we actively work to break down the barriers and normalize discussions around both pregnancy and postpartum phase. While there’s more to do, we remain committed to creating space.