hiccup menstrual cups
Hiccup Menstrual Cups is a New Delhi-based direct-to-consumer brand selling reusable medical-grade silicone menstrual cups (Minor Hiccup, Major Hiccup, and Bleeding Heart) to menstruators in India via its own e-commerce storefront, with a donation-linked SKU supporting menstrual equity through the Paint it Red partnership.
- Company typePrivate
- Founded-
- HeadquartersNot specified, India
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What hiccup menstrual cups does
Hiccup Menstrual Cups is a privately held, direct-to-consumer consumer goods company based in New Delhi, India, founded around 2018–2019. The company designs, sources, and sells reusable menstrual cups made from medical-grade silicone through its own e-commerce storefront (myhiccup.in). Its product portfolio comprises three SKUs: Minor Hiccup (₹849) and Major Hiccup (₹849), differentiated by size and capacity, plus a Bleeding Heart variant (₹999) that bundles a Rs 150 donation donated to the Paint it Red charity for distribution to underprivileged menstruators. The core technology is a 12-hour, vacuum-sealed internal collection cup with a 10-year usable lifespan, positioned as a safer and more sustainable alternative to bleached pads and tampons.
The business model is one-time hardware sales to individual consumers within India, with free shipping to most major pin codes and Cash on Delivery as an alternate payment option. Hiccup does not appear on marketplaces or in physical retail; all distribution is through its own online storefront. Customer acquisition is driven by organic social (Instagram @my.hiccup, Facebook), educational content marketing (blog, FAQs, size guide, how-to-use), and a community-led, mission-driven positioning around sustainability, body positivity, and menstrual equity. The Bleeding Heart partnership with Paint it Red and a prior research collaboration with Sayfty (a 'Periods don't stop for the Pandemic' survey with 360+ respondents in 2020) reflect the company's ecosystem approach.
Operationally, Hiccup is a micro-business with 5 employees, no disclosed funding, no management team publicly identified, and no expansion beyond India. Revenue is generated entirely through unit sales of a small, undifferentiated product category, with no recurring subscription component and a natural revenue ceiling tied to the 10-year product replacement cycle. The company appears to be active but at very small scale, with content freshness dating primarily to 2019–2021.
hiccup menstrual cups firmographics
Firmographics- Name
- hiccup menstrual cups
- Legal name
- Hiccup Menstrual Cups
- Website
- https://myhiccup.in
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Hiccup Menstrual Cups is a New Delhi-based direct-to-consumer brand selling reusable medical-grade silicone menstrual cups (Minor Hiccup, Major Hiccup, and Bleeding Heart) to menstruators in India via its own e-commerce storefront, with a donation-linked SKU supporting menstrual equity through the Paint it Red partnership.
- Ownership category
- akta.pro rank
hiccup menstrual cups industry classification
Industry- Product category
- Feminine Hygiene / Reusable Menstrual Care
- NAICS
- Toilet Preparation Manufacturing (32562)
- akta.pro primary industry
- Menstrual Cups (CRABAIAE)
- akta.pro secondary industry
- Menstrual Pads (Reusable/Cloth) (CRABAIAB)
Keywords
Where hiccup menstrual cups is headquartered
LocationHeadquarters
- HQ city
- Not specified
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
hiccup menstrual cups business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Menstrual Cup Sales: Direct one-time hardware sales of menstrual cups through e-commerce. Products are purchased once and can be reused for up to 10 years, representing a one-time license model for long-term use.
- Bleeding Heart Donation Program: Customers pay an additional Rs 150 on the Bleeding Heart product, which is donated along with a cup to someone lacking access to menstrual health care. Run in partnership with Paint it Red.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Minor Hiccup - Standard size for regular flow |
| One time/ perpetual license | Pay-as-you-go | Major Hiccup - Larger size for heavy flow |
| One time/ perpetual license | Pay-as-you-go | Bleeding Heart - Donation-inclusive option |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
hiccup menstrual cups product offering
Product offeringCore offering
Hiccup manufactures and sells reusable, medical-grade silicone menstrual cups directly to consumers in India. Its catalog comprises three SKUs — Minor Hiccup, Major Hiccup, and the premium Bleeding Heart — priced between ₹849 and ₹999 and targeted at Indian users seeking sustainable, reusable period-care alternatives.
Product overview
Hiccup Menstrual Cups is a single-product brand offering reusable menstrual cups made from medical-grade silicone. The product portfolio consists of three variants: Minor Hiccup (for regular flow/low cervix), Major Hiccup (for heavy flow/high cervix), and Bleeding Heart (which adds a charitable donation component). All cups collect menstrual blood rather than absorbing it, can be worn for up to 12 hours, and last up to 10 years. The company operates primarily as an e-commerce business selling directly to consumers in India.
Differentiator
Problem solved
Functional benefit
Products and services
- Minor Hiccup
Quantifiable outcome
- Replaces approximately 11,000 single-use tampons/pads over product lifetime
- +2 more outcomes
Companies that use hiccup menstrual cups
Customer profileSegments3 records
Ideal customer profiles1 record
hiccup menstrual cups technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
hiccup menstrual cups partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Paint it RedcoreHiccup runs the Bleeding Heart program in association with Paint it Red, an initiative to spread basic knowledge of menstruation and mental health amongst young girls from underprivileged and/or minority backgrounds. Under this program, customers pay an additional Rs 150 and Hiccup donates a cup to someone without access to menstrual health care. The partnership enables social impact and menstrual equity in underserved communities.
- SayftyminorHiccup collaborated with Sayfty to conduct a survey on how menstruators were affected during the 2020 pandemic lockdown in India. The 'Periods don't stop for the Pandemic' study gathered insights from over 360 respondents about social, logistical, and mental health problems faced during quarantine. The report was illustrated by Giggling Monkey Studio.
Scale indicators1 record
Recent moves4 records
Expansion highlights4 records
hiccup menstrual cups competitors and assessment
Company assessmentDirect peers
- Carmesi: Indian premium feminine care brand selling menstrual cups, pads, and intimate care products. Directly comparable D2C positioning and similar target customer to Hiccup.
- Lunette: Finland-based global menstrual cup brand selling medical-grade silicone cups in multiple sizes. Direct category competitor with similar product specification and reusable value proposition.
- Mooncup UK: Pioneering UK reusable menstrual cup brand with decades of category presence. Directly comparable on medical-grade silicone, multi-size cups, and education-led community marketing approach.
- DivaCup: Long-established North American menstrual cup brand that pioneered the category globally. Comparable on medical-grade silicone, multi-size offering, and reusable cup value proposition.
- Boondh: India-based reusable menstrual cup brand with strong social-impact positioning around period poverty. Competes head-to-head with Hiccup on cup sizing, medical-grade silicone, and mission-driven branding.
- Cora: US period care brand offering cups, organic tampons, and pads through D2C and retail. Comparable on reusable product focus, education-led marketing, and menstrual equity social mission.
- Sirona Hygiene: One of India's leading femtech brands offering menstrual cups, intimate hygiene, and period care products online and offline. Directly competes with Hiccup on menstrual cups in the Indian D2C channel.
- Saalt: US-based reusable period care brand selling menstrual cups, period underwear, and accessories. Directly comparable D2C business model, two-size cup matrix, and sustainability-driven messaging.
Broad incumbents
- Pee Safe: Well-funded Indian hygiene brand selling a broader range of products (pads, cups, intimate care) with wide offline pharmacy distribution. Overlaps with Hiccup in the menstrual cup category from a larger portfolio position.
Emerging players
- Plush Care: Newer India-based menstrual hygiene startup offering cups, pads, and other period products. Comparable D2C model and target customer base, though broader product portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
hiccup menstrual cups social profiles
Digital presencehiccup menstrual cups financial estimates
Financial estimateRevenue estimate
Valuation estimate
hiccup menstrual cups leadership team
Management profileNumber of profiles
hiccup menstrual cups funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
hiccup menstrual cups 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 hiccup menstrual cups
What does hiccup menstrual cups do?
Hiccup manufactures and sells reusable, medical-grade silicone menstrual cups directly to consumers in India. Its catalog comprises three SKUs — Minor Hiccup, Major Hiccup, and the premium Bleeding Heart — priced between ₹849 and ₹999 and targeted at Indian users seeking sustainable, reusable period-care alternatives.
Is hiccup menstrual cups a public or private company?
hiccup menstrual cups is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was hiccup menstrual cups founded?
hiccup menstrual cups was founded in -1. It employs 1 to 10 people.
Where is hiccup menstrual cups based?
hiccup menstrual cups is headquartered in Not specified, India, in the Asia region.
How does hiccup menstrual cups make money?
Two revenue lines are on record. Menstrual Cup Sales are the primary driver. The others are bleeding Heart Donation Program.
Who are hiccup menstrual cups's main competitors?
Direct peers on record are Carmesi, Lunette, Mooncup UK, DivaCup, Boondh, Cora, Sirona Hygiene and Saalt. Pee Safe is listed as a broad incumbent. Plush Care is listed as an emerging player.
Does hiccup menstrual cups have an API?
No public API is recorded for hiccup menstrual cups.
What industry is hiccup menstrual cups in?
hiccup menstrual cups's product category is Feminine Hygiene / Reusable Menstrual Care. Its primary akta.pro industry code is CRABAIAE, Menstrual Cups, with a secondary code of CRABAIAB, Menstrual Pads (Reusable/Cloth). Its NAICS code is 32562.