Name

Avni

Legal name

Avni Consumer Care Products Pvt Ltd

Website

https://myavni.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Women's Wellness and Menstrual Care Products

NAICS

Health and Personal Care Retailers (456), Apparel Accessories and Other Apparel Manufacturing (3159), Food (Health) Supplement Retailers (456191)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Menstrual Pads (Reusable/Cloth) (CRABAIAB)

akta.pro secondary industry

Feminine Hygiene Products (Pads, Tampons, Liners) (CRADALAG)

Keywords

• Women's wellness products
• Menstrual care products
• Reusable period underwear
• Period care solutions
• Feminine hygiene products

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of period care products, nutritional supplements, and personal care items through e-commerce website. One-time purchase model with bundle and subscription options for repeat customers.
2. Marketplace Sales: Sales through third-party marketplace platforms like Jiomart, generating transaction-based revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Avni designs, manufactures and sells a portfolio of women's menstrual care and wellness products including reusable period panties, cloth pads, panty liners and menstrual cups (Lush line), cotton disposable pads (Rashfree), and functional nutrition products (ORMOBITE Iron, Calcium, Seeds snack bites and Iron Replenish supplement). The portfolio is complemented by fabric care products (ZentiClean detergent, period stain remover, menstrual cup wash) and is sold via the brand's own D2C e-commerce site myavni.com plus Jiomart marketplace.

Product overview

Avni (meaning Mother Earth) is a women's health and wellness brand offering a comprehensive portfolio of menstrual health, intimate hygiene, and nutritional supplement products. The core offering consists of reusable period care products including Lush Reusable Cloth Pads, Lush Period Panty (with SmartAbsorb™ Technology), Lush Reusable Panty Liners, and Reusable Menstrual Cups. Complementary products include Rashfree Cotton Disposable Sanitary Pads for those preferring disposables. The Ormobite sub-brand provides functional nutrition through snack bites: Iron Boost for period fatigue, Calcium for bone health, and Seeds for seed cycling. Supporting products include ZentiClean™ plant-based laundry detergent, Period Stain Remover, and Menstrual Cup Wash Cleaner. The company also offers educational resources including the My First Period Book RUTU and workshop programs. Products are designed for Indian women with focus on humid climates, active lifestyles, and body-inclusive sizing (up to 8 sizes for period panties). The company has impacted 100,000+ women in peri-urban and rural areas through its social impact initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• Lush: Reusable cloth pads and period underwear product line
• Rashfree
• Ormobite
• ZentiClean

Products and services

• Lush Reusable Cloth Pads Washable, non-disposable menstrual pads made from natural cotton with wings for secure attachment. Designed for comfort, breathability and rash-free protection during periods, with reusable format for Indian climate and body types.
• Lush Period Panty Reusable cotton period underwear featuring SmartAbsorb™ Technology with 4-layer leakproof protection, holds up to 50ml of flow, reusable for up to 2 years, and provides 6-10 hours of leakproof protection.
• Lush Reusable Panty Liners Non-disposable cotton panty liners with Smart Grip design for daily use, managing light leaks, discharge and spotting, with antimicrobial properties for intimate hygiene.
• Rashfree Cotton Sanitary Pads Ultrathin disposable sanitary pads made from natural cotton with rash-free design, available in various pack sizes including value packs and saver packs with discounts up to 50%.
• Reusable Menstrual Cup Biocompatibility-tested reusable menstrual cup with wash cleaner, designed for leak-proof period protection with plant-based cleaning solution.
• ORMOBITE Iron Boost Snack Bites India's first superfood snack bite for periods, a natural iron supplement powered by Moringa and Halim (Aliv) seeds, 5 hormone seeds, dates and ghee, designed to combat period fatigue and replenish lost iron.
• ORMOBITE Calcium Snack Bites Superfood snack bite for bone health powered with Sesame and Poppy (Khaskhas) seeds, providing ~20% daily calcium per 2 bites, targeted at postpartum, perimenopausal and active women.
• ORMOBITE Seeds Snack Bites Seed cycling snack bites for hormonal balance, hair, acne and hormonal health support, containing flax, sesame, pumpkin, sunflower and chia seeds.
• Iron Replenish Liposomal Iron Supplement Melt-in-mouth iron supplement for women in orange flavor, powered by Liposomal Iron with Folic Acid, Vitamin C, Zinc and B Vitamins. Comes as 15 sachets of 0.5g each delivering 50% daily RDA of iron. FSSAI compliant.
• ZentiClean™ Laundry Liquid Detergent Plant-based bio-enzyme powered liquid detergent for tough yet gentle cleaning, available in Orchid Bloom and Lavender Bouquet fragrances, suitable for front load, top load, hand wash and bucket wash.
• Period Stain Remover Liquid Detergent Specialized undergarment liquid wash for removing period stains and odors from reusable period products, formulated with a plant-based formula.
• Menstrual Cup Wash Cleaner Gentle plant-based sanitary cup cleaner in a 100ml bottle for menstrual cup hygiene maintenance.

Quantifiable outcome

• Leakproof protection for 6-10 hours
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• JiomartminorChannel Partner/ Reseller/ DistributorMarketplace distribution partnership for Avni products on Jiomart platform, expanding reach to customers beyond the direct e-commerce channel.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Plush: India-based premium period care and feminine hygiene D2C brand offering pads, menstrual cups, and intimate care products. Closest direct competitor to Avni in the Indian sustainable menstrual care space, targeting similar urban eco-conscious consumers.
• Sirona Hygiene: India-based feminine hygiene D2C brand best known for menstrual cups, intimate care, and period pain products. Direct competitor in menstrual cups, intimate wash, and pain relief — overlapping with Avni's core category.
• Nua Woman: India-based women's wellness D2C brand offering pads, menstrual cups, and personal care products via subscription model. Comparable target customer, channel strategy, and product mix to Avni.
• Carmesi: India-based premium feminine hygiene brand offering disposable pads and intimate care products. Direct competitor targeting similar urban Indian women seeking safer, skin-friendly period products.
• Pee Safe: India-based feminine and intimate hygiene D2C brand offering toilet seat sanitizers, intimate washes, and menstrual products. Comparable in category positioning and D2C channel strategy, with broader intimate care portfolio.

Broad incumbents

• Whisper (P&G): Procter & Gamble's mass-market sanitary napkin brand and the dominant player in Indian feminine hygiene. Competes with Avni's disposable pads (Rashfree) and increasingly launches eco-friendly variants that overlap with Avni's reusable category.
• Stayfree (Johnson & Johnson): Johnson & Johnson's mass-market feminine hygiene brand in India. Broad incumbent competing directly with Avni's disposable pad line and providing pricing benchmarks across the category.

Emerging players

• Thinx: US-based pioneer of reusable period underwear with patented leakproof technology. Closest international comparable to Avni's Lush Period Panty line; serves as a category benchmark for product design and pricing in reusable menstrual care.
• Modibodi: Australia-origin reusable period underwear and leakproof apparel brand expanding into India. Comparable reusable technology and premium positioning, though primarily serving Western body types — contrasting with Avni's India-specific design focus.
• AZAH: India-based emerging women's wellness D2C brand offering pads and personal care products with a focus on natural, organic ingredients. Comparable premium positioning and target consumer to Avni's Rashfree and Lush lines.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/avniconsumercareproductspvtltd
• Instagraminstagram.com/myavni

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 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 Avni