NUA, a digital-first women’s wellness and hygiene brand, has raised Rs. 35 crore funding in a pre-Series C funding round. The round, led by Mirabilis Investment Trust, also included participation from notable investors such as Samir Singh and Shuchi Kothari. The fresh capital will primarily drive the company’s retail expansion and product innovation across marketplaces, quick commerce, and offline retail. NUA, founded in 2017, has seen rapid growth, surpassing Rs. 100 crore in annual revenue. The company’s products, including menstrual cups, period panties, and cramp-care solutions, continue to focus on comfort and toxin-free ingredients. NUA’s strong brand reputation and loyal customer base contribute to its momentum in the ever-growing women’s wellness sector.
Overview to NUA and Its Business Model
Founded in 2017 by Abhishek Ramanathan, NUA is a digital-first women’s wellness and hygiene brand. The company’s core mission is to offer holistic and personalized solutions to address the health challenges that women face daily. NUA initially started with toxin-free sanitary pads and expanded its product range to include menstrual cups, intimate hygiene products, and postpartum care. The company is headquartered in Mumbai, India, and operates primarily through e-commerce platforms, quick commerce, and retail. The company’s revenue model is primarily driven by direct-to-consumer sales via its website and popular e-commerce platforms like Amazon, Flipkart, and Zepto. NUA has also ventured into offline retail, capitalizing on the growing demand for women’s wellness products. With a growing market for period care and related products, NUA has established a competitive presence in this rapidly expanding industry.
A Significant Milestone: Rs. 35 Crore Pre-Series C Funding
Recently, NUA raised Rs. 35 crore in a pre-Series C funding round. The round was led by Mirabilis Investment Trust. It also saw participation from prominent investors such as Samir Singh, EVP at Colgate Palmolive, and Shuchi Kothari. NUA has raised a total of $21.5 million in funding to date. Investors like Lightbox VC, Kae Capital, Deepika Padukone, and Vindi Banga have also supported the brand. The funds from this round will be used to enhance the company’s retail footprint and accelerate product innovation. NUA aims to introduce new products to cater to emerging customer needs and expand its reach through additional distribution channels.
NUA’s Product Range and Focus on Wellness
NUA’s product range is diverse, with a strong focus on providing comfort and toxin-free options. The company initially offered sanitary pads and then diversified its offerings. Some of its popular products now include menstrual cups, period panties, extra-long night pads, and postpartum care products. NUA also offers cramp-care solutions and products designed for cyclical acne. The company’s commitment to high-quality, safe, and effective products has helped build a loyal customer base. NUA prioritizes customer experience and engages with its audience through personalized content and education around women’s wellness. The brand has garnered a reputation for focusing on comfort, safety, and sustainability, which makes it stand out in the highly competitive market.
The Growing Demand for Women’s Wellness Products
The global market for feminine hygiene products is projected to grow significantly. By 2033, it is expected to reach $66.7 billion, up from $31.8 billion in 2023. This growth will be driven by increased awareness of women’s health and wellness, a trend that NUA capitalizes on. In India, the sanitary napkin market is also expanding rapidly. According to projections, it will grow from $1.05 billion in 2025 to $2.59 billion by 2034, with a compound annual growth rate (CAGR) of 10.6%. This presents a significant opportunity for NUA, which is well-positioned to benefit from the growing demand for safe, toxin-free wellness products. The company’s strong growth trajectory and product diversification put it on track to meet its expansion goals in the coming years.
NUA’s Revenue Growth and Profitability
In recent months, NUA has experienced impressive financial growth. The company became profitable in Q2 FY24-25 and surpassed Rs. 100 crore in net revenue annual run rate (ARR) in Q3. NUA’s goal is to reach Rs. 150 crore in net revenue ARR by the next quarter. This growth is a testament to the brand’s ability to scale and generate consistent revenue in a competitive market. The company attributes much of its success to its loyal customer base and strong word-of-mouth marketing. Its digital-first approach has helped create a strong online presence, making it easier for customers to purchase products and engage with the brand.
Strategic Retail Expansion Plans
With the fresh funding, NUA is looking to expand its retail presence across multiple channels. The brand plans to increase its presence in quick commerce, marketplaces, and offline retail outlets. Expanding its retail footprint will enable NUA to reach more customers and strengthen its market position.The company expects its retail expansion strategy to play a key role in driving future growth. NUA has already made significant strides in the e-commerce space. Its products are available on popular platforms like Zepto, Amazon, and Flipkart. The expansion into offline retail will give the brand more visibility and allow it to cater to a broader customer base, especially in smaller towns and rural areas.
The Role of Funding in NUA’s Future
The Rs. 35 crore pre-Series C funding is expected to be pivotal in NUA’s growth journey. With this capital, the company plans to invest in new product development, enhance its retail footprint, and expand its market reach. This funding round also allows NUA to reinforce its position as a leading player in the women’s wellness industry. In the long term, NUA aims to become a household name in India and other emerging markets. By continuing to offer high-quality products and expanding into new retail channels, NUA is positioning itself to meet the increasing demand for wellness products for women.
NUA’s Competition and Industry Landscape
NUA competes with other notable players in the women’s wellness and hygiene space, such as Whisper, Stayfree, and Sofy. However, the company’s focus on toxin-free products, customer experience, and personalized solutions has set it apart. NUA has successfully carved a niche for itself by prioritizing comfort and safety in its product offerings. The growing demand for sustainable and natural wellness products gives NUA an edge in the market. As more consumers recognize the benefits of toxin-free products, competition in this space is expected to intensify. However, NUA’s strong brand equity and commitment to innovation will continue to help it maintain a competitive advantage.
Learning for Startups and Entrepreneurs
For startups looking to scale, there are valuable lessons from NUA’s journey. NUA’s focus on customer-centric products and personalized experiences has driven its success. By staying true to its mission and focusing on quality, NUA has built a loyal customer base. Startups should prioritize product innovation and customer satisfaction to create long-term value. Additionally, seeking strategic funding at the right time can accelerate growth. The Rs. 35 crore funding secured by NUA will enable the company to expand its reach and introduce new products. Startups should ensure that they have a clear vision for their growth and utilize funding effectively to achieve their business goals.
The Road Ahead for NUA
With its recent Rs. With the Rs. 35 crore funding, NUA is positioning itself for even greater success in the women’s wellness space. The company’s strong financial growth, commitment to product innovation, and strategic expansion plans make it a leader in the market.As NUA scales and diversifies its offerings, it positions itself to meet the growing demand for women’s wellness products.
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