The hygiene industry has presented significant opportunities in the past decade due to increased focus on hand hygiene, growing demand for disinfectants and personal protective equipment, technological advancements, sustainability initiatives, e-commerce expansion, and health and wellness trends. The global personal hygiene market reached a value of $508.5 billion in 2020 and is predicted to reach $720.7 billion by 2030, with a compound annual growth rate of 3.6 percent from 2021-30. However, challenges persist within the hygiene industry. Surabhi Hygiene, an organization dedicated to education, innovation, and empowerment, rises above these obstacles to address unmet needs in menstrual hygiene and intimate care, delivering unconventional solutions that uplift and empower women.

Surabhi Hygiene, a visionary company committed to addressing the basic menstruation and personal hygiene needs of women, embarked on a journey in 2020 to tackle common issues faced during menstrual cycles. Recognizing the limitations of traditional period care products, such as sanitary pads and tampons, the company conducted extensive research and analysis to develop a more innovative, sustainable, and comfortable alternative. This led to the creation of the Growomen Menstrual Cup, a revolutionary product that offers enhanced hygiene, comfort, and economic value. “Surabhi Hygiene goes beyond manufacturing and marketing we focus is on

creating awareness, promoting accessibility, and empowering women to prioritize their menstrual and personal hygiene”, mentions Lakshmi Sindhura B, Co-founder, Surabhi Hygiene.

A Shift towards Sustainable & Reusable Products
Through distribution efforts involving Asha and Anganwadi workers, Surabhi Hygiene engaged with women in the community to encourage open conversations about period care products. This feedback proved invaluable in understanding the limitations of traditional products and the growing preference for sustainable and reusable options. Menstrual cups, period panties, and cloth pads emerged as the frontrunners in meeting women's needs for better hygiene and comfort. However, it was the menstrual cup that stood out as the most convenient and hygienic solution, contributing to zero menstrual waste and offering remarkable durability, with one cup lasting up to five years.

Over the course of a year and a half, Surabhi Hygiene meticulously researched and developed the Growomen Menstrual Cup. Key factors such as material, size and shape, color, affordability, accessibility, and awareness were taken into account. The launch of this brand was marked by the presence of renowned Tollywood actress Indraja and a host of inspiring women influencers who joined the movement. In order to bridge this gap, Surabhi Hygiene introduced a personalized chat support system via the Growomen WhatsApp API chatbot and a dedicated helpline number. This empowering platform allows women to receive detailed information about the menstrual cup in the privacy of their own space, helping them make informed choices.

Surabhi Hygiene takes immense pride in being part of a movement that empowers women to take control of their bodies, health, and lives. The company firmly believes that every woman deserves the best possible care. By offering innovative menstrual care solutions like the Growomen Menstrual Cup, Surabhi Hygiene aims to provide women with a comfortable and sustainable option that not only enhances their overall well-being but also positively impacts the environment by reducing menstrual waste.

Future Roadmap
Surabhi Hygiene's Growomen menstrual cup is a game-changer in sustainable and innovative feminine hygiene products. By prioritizing awareness, accessibility, and quality, they empower women to prioritize their health and hygiene. Surabhi Hygiene is revolutionizing the menstrual health industry by providing education, personalized support, and breaking down barriers surrounding feminine hygiene discussions. “Our mission is to advance menstrual hygiene and intimate care, empower women worldwide, and contributes to a healthier and more sustainable future”, concludes Sindhura.