Colleen

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.

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

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

• Sanitary napkins
• Feminine hygiene products
• Private label manufacturing
• Menstrual care products
• OEM contract manufacturing

Headquarters

HQ city

Aluva

HQ country

India

HQ region

Asia

Offices1 record

Markets served

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

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core 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

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Herbal Technology PartnercoreTechnology or IntegrationTechnology 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

Emerging 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

• LinkedInlinkedin.com/company/reetta-hygiene-pvt-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Colleen