And hygiene products-focused digital-first brand NUA bagged a big win for the wellness space for women as it closed a pre-series C funding of ₹35 Cr. The money leader in that round was the Mirabilis Investment Trust with other notable participation from Samir Singh, EVP – Asia of Colgate Palmolive as well as DSP family office’s head and of the SRF Ltd. This kind of investment is a testament towards the growing interest of the brand in hygiene and women’s care.
PC: Indian Retailer
Diversification of Products
NUA was established on the principle of offering safe, high-quality wellness products for women. The company seeks to provide a holistic experience through its product offerings. In the last year, the brand has diversified its product line and introduced new products such as Extra Long Night Pads, Disposable Period Panties, Menstrual Cups, and Post-Partum Products. It is a strategic move to accommodate the growing need for comfortable, toxic-free menstrual products.
NUA sells most of its products through channels, like quick commerce and through its own website, and other e-commerce platforms, also including Zepto, Amazon, and Flipkart. The fund would be utilized for further retail growth and new product launches through channels like quick commerce and offline retail.
Successes and Milestones in Terms of Finance
Ravi Ramachandran, CEO and Co-founder of NUA, was ecstatic about the recent success of the brand. The last 12 months have been phenomenal for NUA. They not only became profitable but also scaled by over 2.5 times in revenue, he said. NUA reached a milestone when it became profitable in the second quarter and crossed ₹100 crore in net revenue annual run rate (ARR) in the third quarter. The company is now set to hit the target of achieving ₹150 crore in net revenue ARR in the following quarter.
Market Potential and Future Growth
The feminine hygiene products market will be about $66.7 billion by 2033 and expand from about $31.8 billion in 2023 at a compound annual growth rate of about 7.7%. In India, the sanitary napkin market is estimated to grow from $1.05 billion in 2025 to $2.59 billion by 2034 at a CAGR of 10.6% over the forecast period. This reflects growing awareness and demand for quality feminine hygiene products, thereby opening avenues for NUA’s expansion strategy.
Mirabilis Investment Trust’s Head of Investments, Srinivas Seshadri, said regarding NUA’s mission that they look forward to a great journey with NUA in reshaping the menstrual health landscape in the country. He appreciated the team for having a tremendous growth story and making a difference through conversations that make normalizing something, which used to be talked about in whispers, a big opportunity.
In summary, the recent funding for NUA positions the brand for great strides in the women’s wellness space. Quality, innovation, and accessibility make the brand well-positioned within a rapidly growing market. As NUA continues to grow its product lines and retail footprint, it aims to empower women with better choices in their wellness journey, further solidifying its status as an industry leader.
