Soothe Healthcare

What Soothe Healthcare does

Soothe Healthcare is an Indian personal hygiene manufacturer operating two consumer brands: Paree sanitary pads in feminine hygiene and Super Cutes baby diapers and wipes. The company was founded in 2012, maintains its corporate office in Malviya Nagar, New Delhi, and runs manufacturing operations from Noida, Uttar Pradesh. Headcount is reported at 501–1000 employees, and Paree is cited as serving approximately 6 million monthly users.

The product line is built around proprietary absorption technologies. Paree pads use a quick-lock gel and Wonder Gel system marketed for rapid absorption and up to 100% leakage protection, with a Heavy Flow Champion positioning and SKUs spanning Rs 27 (6-pack basics) to Rs 525 (40-pack premium XXL). Super Cutes baby diapers use Japanese absorbent technology and come in four sizes (Small through Extra Large, 4–17 kg), with an additive baby wipes line made of 98% water with aloe vera and vitamin E. Key products carry BIS (Bureau of Indian Standards) certification.

The business model is straightforward B2C consumer goods sales. Soothe Healthcare sells through its own Shopify-powered D2C store plus Amazon, Flipkart, Nykaa, Zepto, and Blinkit in India, with celebrity endorsement (Janhvi Kapoor for Paree), meme-style social media marketing, and the Pareevartan CSR program supporting menstrual hygiene awareness. The company has raised roughly Rs 175 crore (approximately USD 21 million) in disclosed funding led by the US International Development Finance Corporation in October 2022, and reported a 2X revenue growth within six months of that round. Most recently, in December 2025, it announced a strategic partnership with Japan's Osaki Medical Corporation to introduce Japanese feminine hygiene, maternity, and baby care products into India, initially via imports with planned local manufacturing.

Name

Soothe Healthcare

Legal name

Soothe Healthcare

Website

https://soothehealthcare.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Soothe Healthcare is an Indian personal hygiene manufacturer selling Paree sanitary pads and Super Cutes baby diapers and wipes to Indian consumers through D2C e-commerce, major marketplaces, and quick-commerce platforms, serving about 6 million monthly Paree users.

Ownership category

akta.pro rank

Product category

Personal Hygiene Products

NAICS

Sanitary Paper Product Manufacturing (322291), Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

Keywords

• Feminine hygiene products
• Sanitary napkins
• Baby diapers
• Personal care manufacturing
• Baby wipes

Headquarters

HQ city

Noida

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer Product Sales: Soothe Healthcare generates revenue through the sale of personal care consumer goods including sanitary pads under the Paree brand and baby care products under the Super Cutes brand. Products are sold through multiple channels including direct e-commerce, online marketplaces, and retail stores. Revenue is generated through one-time transactional purchases by consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Soothe Healthcare manufactures and sells personal hygiene consumer products under two homegrown Indian brands: Paree Sanitary Pads (feminine hygiene range including overnight, ultra-thin, super ultra with Wonder Gel, cottony soft, and dry comfort variants) and Super Cutes Baby Diapers and Wipes (premium baby care products using Japanese absorbent technology). Products are sold directly to Indian consumers through the company's own e-commerce site, major marketplaces (Amazon, Flipkart, Nykaa), and quick commerce platforms (Zepto, Blinkit).

Product overview

Soothe Healthcare operates as a personal hygiene company with two primary brands: Paree Sanitary Pads (feminine hygiene) and Super Cutes Baby Diapers (baby care). The Paree brand offers a comprehensive portfolio of sanitary pad variants including Super Nights XXL (overnight heavy flow protection), Ultra Thinz XL (ultra-thin advanced absorption), Super Ultra (with Wonder Gel technology), Cottony Soft (rash-free comfort), and Dry Comfort (3-second absorption) lines. The Super Cutes brand encompasses premium baby diapers in four size variants (Small through Extra Large) utilizing Japanese absorbent technology, plus an additive baby wipes product made with 98% water and enriched with aloe vera and vitamin E. Both brands share a focus on comfort, leakage protection, and skin safety for their respective target demographics.

Differentiator

Problem solved

Functional benefit

Brands

• Paree Sanitary Pads: A proudly homegrown feminine hygiene brand committed to addressing the needs of the progressive Indian woman. Dedicated to supporting menstrual health and hygiene, empowering young girls to become strong, independent women.
• Super Cutes Baby Diapers

Products and services

• Paree Sanitary Pads A range of BIS-certified feminine hygiene sanitary pads for Indian women, available in multiple variants for heavy flow, overnight, ultra-thin, cottony soft, and dry comfort use cases. Sold to individual consumers in India through D2C, Amazon, Flipkart, Nykaa, Zepto, and Blinkit.
• Super Cutes Baby Diapers Premium baby diaper pants for infants and toddlers in four size variants, using Japanese absorbent technology to provide quick absorption, rash-free comfort, breathability, and overnight leakage protection. Marketed to Indian parents through D2C and major Indian e-commerce platforms.
• Super Cutes Baby Wipes Baby wipes formulated with 98% water, aloe vera extract, and vitamin E, free from alcohol, parabens, and sulphates, intended for gentle cleaning and moisturizing of baby skin. Sold to Indian parents through the Soothe Healthcare D2C store and marketplace channels.

Quantifiable outcome

• 6 million monthly users trust Paree sanitary pads
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Osaki Medical CorporationcoreStrategic or Co-development Partner · 25 December 2025Strategic partnership with Japan's Osaki Medical Corporation to bring Japanese feminine hygiene, maternity, and baby care products to India. The partnership will initially involve imports with local manufacturing planned for a later stage. This targets the growing demand for quality products in India's women's care market.
• Dr. Kiran BediminorOthersPartnership with Dr. Kiran Bedi for the #ChampionForChampions campaign to promote menstrual hygiene awareness. Dr. Bedi is a former IPS officer and social reformer.
• Indian Vision FoundationminorOthersCSR partnership with Indian Vision Foundation for menstrual awareness workshops and pad distribution programs for female inmates at district prison of Faridabad.
• ITC E-ChoupalminorOthersMenstrual education session conducted with ITC E-Choupal in Mhow, Indore as part of Pareevartan CSR initiative.
• Aashray FoundationminorOthersPad distribution and hygiene awareness campaign with Aashray Foundation across multiple cities.
• Rising World FoundationminorOthersIndependence Day pad drive partnership with Rising World Foundation in Indore.
• Girl Up PreetminorOthersPad distribution and education partnership with Girl Up Preet in Karol Bagh, Delhi.
• CEHRO (Centre of Education and Health Research Organization)minorOthersPad distribution and education partnership with CEHRO in Mehrauli, New Delhi.
• Warrior Without CauseminorOthers6,000 pads distributed with Warrior Without Cause in the Yamuna Flood Relief Campaign.
• Women with Wings by P.A.I.R.minorOthersEndoRun event for Endometriosis Month nationwide in partnership with Women with Wings by P.A.I.R.
• St. Louis School, BokarominorOthersPareeVartan initiative adopted St. Louis School in Bokaro, Jharkhand to take care of menstrual hygiene needs of over 600 young girls for one year.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Pampers (Procter & Gamble): Pampers is P&G's global premium baby diaper brand and category leader in India. It competes with Super Cutes on premium positioning, distribution depth, and pediatric/mother community marketing.
• Whisper (Procter & Gamble): Whisper is the market-leading sanitary pad brand in India, owned by P&G. It competes directly with Paree across price tiers and is the most established premium feminine hygiene brand in the country.
• Stayfree (Johnson & Johnson): Stayfree is a long-standing global feminine hygiene brand from J&J with significant India presence. It competes head-to-head with Paree in the mass and mid-tier sanitary pad segments.
• Sofy (Unicharm): Sofy is Unicharm's feminine hygiene brand and a leading player in India. The Japanese parent's R&D depth in absorbent technology parallels Soothe's Super Cutes positioning and Osaki partnership.
• MamyPoko (Unicharm): MamyPoko is Unicharm's leading baby diaper brand in India. It is the most direct competitor to Super Cutes, leveraging the same Japanese absorbent technology heritage that Soothe is now sourcing through Osaki.
• Huggies (Kimberly-Clark): Huggies is Kimberly-Clark's global baby diaper brand with strong India presence. It directly competes with Super Cutes across price points and modern retail distribution.
• Cipla (Velocure/Sirona adjacent hygiene portfolio): Cipla and similar pharma-leaning Indian players have entered feminine hygiene and personal care adjacencies, creating cross-category competitive overlap with Soothe's hygiene-led positioning.

Direct peers

• Niine Hygiene & Feminine Care: Niine is an Indian homegrown feminine hygiene startup with similar brand-building DNA, celebrity-led marketing, and Tier 2/3 city distribution focus. It is the closest homegrown analog to Soothe's Paree brand.

Emerging players

• Pee Safe: Pee Safe is an Indian personal hygiene brand with adjacent product extensions (intimate wash, period care). It overlaps with Soothe in feminine hygiene positioning and D2C-driven growth model.

Regional players

• Emami: Emami is a major Indian personal care and FMCG company with adjacent hygiene and wellness categories. It is comparable as an Indian CPG incumbent exploring category adjacencies similar to Soothe's pad+diaap

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sootheh
• YouTubeyoutube.com/@pareeofficial6053
• Facebookfacebook.com/soothehealthcare
• Instagraminstagram.com/pareegirl

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds6 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Soothe Healthcare