Colleen
Colleen, the consumer brand of Reetta Hygiene Private Limited (Kerala, India, founded 2018), manufactures premium sanitary napkins using Graphene Anion, Herbal Mugwort, and Ultra Eco breathable technologies and sells them via D2C, Amazon, distributors, retail, and export to SAARC, the Middle East, and Africa.
- Company typePrivate
- Founded2018
- HeadquartersAluva, India
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Colleen does
Colleen is the consumer brand of Reetta Hygiene Private Limited, an Indian feminine hygiene company founded in 2018 and headquartered in Kerala. The company manufactures and sells premium sanitary napkins built around three proprietary technology platforms: Graphene Anion, Herbal Mugwort, and Ultra Eco breathable. Its product range is priced from ₹42 to ₹735 per pack, positioning the brand above mass-market unbranded napkins and competing with established premium feminine hygiene labels in India.
Colleen operates a multi-channel distribution model combining direct-to-consumer e-commerce, Amazon marketplace, a distributor network, and its own retail stores. Beyond the branded business, Reetta Hygiene Private Limited operates sister manufacturing concerns — Athulya Hygiene, Sreelekshmi Hygiene, and Remara Hygiene — under which it provides private label and OEM manufacturing services, creating a contract revenue stream alongside consumer sales. The company holds ISO 9001:2015, ISO 13485:2016, BIS, CE, and Make in India certifications, supporting both institutional sales and export.
The export footprint covers Nepal, UAE, Oman, Africa, and other SAARC countries, giving Colleen a cross-border presence alongside its Indian home market. No revenue, headcount, funding, or management information has been disclosed, so the operating scale and ownership structure remain unverified. The strategic posture is best characterized as a bootstrapped, vertically integrated consumer goods operator attempting to compete on proprietary product technology and channel diversification rather than on scale economics.
Colleen firmographics
Firmographics- Name
- Colleen
- Legal name
- Reetta Hygiene Private Limited
- Website
- https://reettahygiene.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Colleen, the consumer brand of Reetta Hygiene Private Limited (Kerala, India, founded 2018), manufactures premium sanitary napkins using Graphene Anion, Herbal Mugwort, and Ultra Eco breathable technologies and sells them via D2C, Amazon, distributors, retail, and export to SAARC, the Middle East, and Africa.
- Ownership category
- akta.pro rank
Colleen industry classification
Industry- Product category
- Feminine Hygiene Products
- NAICS
- Sanitary Paper Product Manufacturing (322291)
- SIC
- Papers & Allied Products (2600), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Menstrual Pads (Disposable) (CRABAIAA)
- akta.pro secondary industries
- Feminine Hygiene Products (Pads, Tampons, Liners) (CRADALAG), Feminine Hygiene Products (Sanitary Pads, Liners) (IMAMAGAD)
Keywords
Where Colleen is headquartered
LocationHeadquarters
- HQ city
- Aluva
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Colleen business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Technology or R&D, Personnel, Supply Chain, Infrastructure
Revenue model
- Direct Product Sales: Direct-to-consumer sales of branded Colleen sanitary napkins and related feminine hygiene products through e-commerce website and Amazon marketplace. Products sold at various price points ranging from economy to premium tiers.
- Private Label Manufacturing: OEM/ODM/contract manufacturing services for brands seeking customized sanitary napkin production. Services include product design, prototyping, packaging, sampling, mass production and delivery. 5 years of industry expertise in private label manufacturing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Graphene Anion Premium Pads - Day Use 245mm |
| Unit Pricing | Pay-as-you-go | Graphene Anion Premium Pads - XL 274mm |
| Unit Pricing | Pay-as-you-go | Graphene Anion Premium Pads - Overnight 330mm |
| Unit Pricing | Pay-as-you-go | Ultra Eco Breathable Economy Range - Day Use 274mm |
| Unit Pricing | Pay-as-you-go | Ultra Eco Breathable Economy Range - Night Use 330mm |
| Unit Pricing | Pay-as-you-go | Colleen Breathable Regular Pads - 274mm |
| Unit Pricing | Pay-as-you-go | Colleen Premium Breathable Maternity Pad |
| Unit Pricing | Pay-as-you-go | Colleen Panty Liners |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Colleen product offering
Product offeringCore offering
Colleen manufactures and sells premium feminine hygiene products, primarily sanitary napkins, under its own brand and as private label/OEM for other companies. Its flagship ranges are Graphene Anion Premium pads with negative-ion technology, Herbal Mugwort organic pads, and the Ultra Eco Breathable economy range, supplemented by maternity pads and panty liners.
Product overview
Colleen is a premium feminine hygiene brand by Reetta Hygiene Private Limited, offering a portfolio of sanitary napkins across three main product lines: (1) Graphene Anion Premium pads featuring Graphene and negative ion technology for heavy flow protection with up to 200ml absorbency; (2) Herbal Mugwort organic pads with 100% plastic-free cotton and embedded Mugwort herbs; (3) Ultra Eco Breathable economy range with chemical-free breathable layers. The portfolio also includes specialized maternity pads and daily-use panty liners. All products feature breathable technology, are free of harmful chemicals, and are packaged hygienically with aluminum foil. The company also offers private label/OEM manufacturing services for other brands.
Differentiator
Problem solved
Functional benefit
Brands
- Colleen Premium: Premium range of sanitary napkins including Graphene Anion and Herbal Mugwort product lines.
- Colleen Ultra Eco
Quantifiable outcome
- 5X more absorbency than normal pads (up to 200ml)
- +2 more outcomes
Companies that use Colleen
Customer profileSegments3 records
Ideal customer profiles4 records
Colleen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Colleen partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Herbal Technology PartnercoreTechnology partnership for Herbal Mugwort sanitary napkin technology. Partner holds global patent for herbal sanitary napkins using Artemisia Vulgaris (Mugwort) herb embedded in cotton chips. Provides antiseptic, antibacterial and antimicrobial properties for feminine hygiene products.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Colleen competitors and assessment
Company assessmentEmerging players
- Natracare: UK-based organic and chemical-free feminine hygiene brand. Comparable as a premium, health-positioned pad brand with global distribution, providing a benchmark for how Colleen's chemical-free positioning could scale internationally.
- Sirona Hygiene: Indian D2C feminine hygiene brand expanding into adjacent categories (pads, cups, intimate care). Comparable as a digitally-distributed Indian challenger brand with a category-spanning portfolio.
Direct peers
- Carmesi: India-based premium feminine hygiene brand with focus on chemical-free, rash-free pads. Comparable to Colleen as a digitally-native Indian premium pad brand targeting health-conscious consumers.
- Plush (FMCG): Indian premium sanitary napkin brand positioned around comfort and design. Comparable to Colleen as another Indian-owned premium pad challenger in the same category.
- Soothe Healthcare (SheBird / Bella): Indian manufacturer of feminine hygiene products (SheBird, Bella brands). Comparable as an India-based sanitary napkin manufacturer combining own-brand and private-label capabilities similar to Colleen.
- Paree (Aarav Healthcare): Indian-owned sanitary napkin brand competing in similar price tiers with DTC and distribution-led go-to-market. Closest direct peer as an Indian challenger brand in feminine hygiene.
Broad incumbents
- Organyc: Global organic cotton sanitary pad brand with international distribution. Comparable as a premium, chemical-free pad brand positioning around natural materials — though operating internationally rather than India-specific.
- Whisper (P&G India): Market-leading sanitary napkin brand in India operated by Procter & Gamble. Directly comparable as a mass-to-premium pad portfolio competing for the same Indian feminine hygiene consumer that Colleen targets.
- Sofy (Unicharm India): Unicharm's flagship feminine hygiene brand in India, with strong distribution across modern retail and general trade. Directly comparable as a multinational pad brand chasing the same consumer segments.
- Stayfree (Johnson & Johnson India): J&J's sanitary napkin brand and one of India's top three incumbents in feminine care. Competes head-on with Colleen across price tiers and is the closest large-cap analog for category positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Colleen social profiles
Digital presenceColleen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Colleen leadership team
Management profileNumber of profiles
Colleen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Colleen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Colleen
What does Colleen do?
Colleen manufactures and sells premium feminine hygiene products, primarily sanitary napkins, under its own brand and as private label/OEM for other companies. Its flagship ranges are Graphene Anion Premium pads with negative-ion technology, Herbal Mugwort organic pads, and the Ultra Eco Breathable economy range, supplemented by maternity pads and panty liners.
Is Colleen a public or private company?
Colleen is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Colleen founded?
Colleen was founded in 2018. It employs 11 to 50 people.
Where is Colleen based?
Colleen is headquartered in Aluva, India, in the Asia region.
How does Colleen make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are private Label Manufacturing.
Who are Colleen's main competitors?
Emerging players on record are Natracare and Sirona Hygiene. Direct peers are Carmesi, Plush (FMCG), Soothe Healthcare (SheBird / Bella) and Paree (Aarav Healthcare). Broad incumbents are Organyc, Whisper (P&G India), Sofy (Unicharm India) and Stayfree (Johnson & Johnson India).
Does Colleen have an API?
No public API is recorded for Colleen.
What industry is Colleen in?
Colleen's product category is Feminine Hygiene Products. Its primary akta.pro industry code is CRABAIAA, Menstrual Pads (Disposable), with a secondary code of CRADALAG, Feminine Hygiene Products (Pads, Tampons, Liners). Its NAICS code is 322291 and its SIC code is 2600.