Nua

Nua operates as a direct-to-consumer (D2C) women's wellness and hygiene brand in India, established in 2017 by co-founders Ravi Ramachandran, Swathi Kulkarni, Projjol Banerjea, and Abhishek Ramanathan. The company, officially Lagom Labs Private Limited, is headquartered in Mumbai. Ramachandran, the CEO, was inspired to start Nua after observing the women in his life prioritizing everything else over their own self-care, particularly menstrual wellness. His background includes engineering at NIT Trichy, an MBA from the University of Oxford, and roles at ITC and Booz & Company.

The business model centers on providing holistic, science-backed wellness solutions through a combination of commerce, content, and community. Nua generates revenue primarily through its D2C platform, nuawoman.com, and partnerships with e-commerce and quick-commerce marketplaces like Amazon, Flipkart, and Zepto. A key component of its strategy is a customizable auto-repeat subscription plan, allowing customers to tailor their orders and delivery frequency, which has resulted in high customer retention. This subscription model was designed to challenge the 'one-size-fits-all' approach and cater to individual needs.

Initially launched with a focus on customizable sanitary pads, Nua has since expanded its product portfolio based on feedback from its online community of over 400,000 women. The product line now includes a variety of menstrual wellness items such as panty liners, tampons, menstrual cups, disposable period panties, and cramp relief solutions like 'Cramp Comfort', a self-heating patch. The company has also ventured into skincare with products for cyclical acne and offers a period nutrition drink mix called 'Uplift'. All products are marketed as being toxin-free, cruelty-free, vegan, and 'Made Safe Certified'.

Nua has secured significant funding to fuel its growth, raising a total of $21.5 million across several rounds. Notable investors include Lightbox VC, Kae Capital, and the family office of actress Deepika Padukone. The capital is being used for retail expansion into offline channels, new product development, and strengthening its brand marketing. The company achieved profitability in the second quarter of FY25 and was on track to surpass ₹150 crore in annual recurring revenue.

Keywords: women's wellness, femtech, direct-to-consumer, menstrual hygiene, sanitary pads, period care, subscription service, intimate hygiene, cramp relief, e-commerce, women's health, Ravi Ramachandran, Deepika Padukone investment, Indian startup, Nua Woman, Lagom Labs, online community, toxin-free products, D2C brand, wellness platform, holistic care, menstrual wellness, hygiene products