Menstruation is invariably a critical issue in Indian society. It is considered taboo, especially in rural areas. Such a notion has resulted in a lack of awareness of menstruation, which in turn has eliminated sanitary napkins as a basic convenience for women. To reduce period poverty while raising awareness in society, Upasana Todi Prakash and Shripriya Khaitan Dhelia founded Fabpad during the pandemic.
With this project, Dhelia and Prakash want to make their contribution to saving the environment and, secondly, take a step to combat period poverty in India.
âAfter researching all of the options available in the market, we realized the need to develop the fabric underlay that met all of the criteria – eco-friendly, affordable, healthy and reusable alternatives that offer the basic privilege of wellness, self-care and hygiene for women everywhere “Said Dhelia.
The brand claims to have added numerous sustainable products at a record pace, with growth of 10-15 percent month-on-month.
Concentration on focus areas
Environmental and social impact are two areas the brand focuses on. With its products, the brand wants to offer women a convenient and environmentally friendly alternative to choosing sustainable menstrual products. All products are manufactured in-house, with great emphasis on quality.
“From the choice of fabric, to the way our products are made, to the impact it has, FabPad differs from its competitors in a number of ways,” said Dhelia.
In addition, the brand makes it easier to empower women around them. It started a project called Padma or Pad Ma (which means mother of pads). The brand calls these women superwomen who are an integral part of their organization. This set of women helps him sew and complete his products, sell and distribute the product. They also help spread awareness of safe menstrual practices and reduce the taboo surrounding the topic.
Grow with the changing time
Over time, the brand evolves as a D2C brand. It mainly focuses on e-commerce platforms. In addition to selling products on the website of the same name, it is present on various other platforms such as Amazon, Flipkart, Nykaa, Meesho, Jio Mart and Big Basket.
His marketing team aims to strengthen his position and create a positive perception in the market. His marketing strategy includes multiple media channels, campaigns, and a variety of ways to achieve his goals. The strategy includes paid ads, native ads, social media marketing, video marketing, SEO and search marketing, among others.
Based on the company’s omnichannel strategy, it targets a sales and marketing approach that offers customers a fully integrated shopping experience. It combines user experiences from stationary to mobile surfing and everything in between.
âFabpad aims to create a new paradigm of excellence in menstrual hygiene and personal hygiene for women. It uses a strong offline sales channel to ensure that the company’s product range is available to its customers anywhere within a 2 km radius, âsaid Dhelia of the brand’s omnichannel strategy.
Offer sustainable solutions
Under the motto âWho can do it better?â The company is firmly convinced that it can get people to switch to sustainable alternatives for their everyday products. It has grown rapidly to this day. Some of the products are reusable cloth liners, reusable cloth panty liners, menstrual cups, period panties, reusable cloth diapers for babies and disposable pads made of organic cotton.
Their target group is particularly large, from economically disadvantaged women in rural areas to generation z.
âThe company plans to expand its range and continue to add sustainable products to its matrix. So she decides to march forward, which has far-reaching and lasting effects, âsaid Dhelia.
What the future brings?
The brand aims to become a well-positioned leader in feminine hygiene and personal care. It decides to add more products and do research and development in other segments before getting into these. In addition, the company claims to have improved health and hygiene for around 37,500 menstruators and plans to increase them ten-fold over the next two years.
âI’m very excited and waiting for the future to unfold. We are planning to add more products to our matrix and are already researching and developing sustainable nursing pads, reusable make-up removers, intimate washes, toilet seat disinfectants, tampons and finally cosmetic and beauty products, âDhelia introduced.
It’s just getting started and plans to hit various milestones in the course. With the eagerness to make a difference and change the market, the company will certainly grow in many ways.