Female hygiene industry set for steep growth in coming years:Lemme Be CEO

Having completed your higher studies after a promising job in a bank, what prompted you to start a startup with organic cotton and biodegradable tampons?

My education and experience has allowed me to deep dive into a segment of femcare which is essential, but lacks lustre. As a biotech engineer and a design thinker, the best logical progression was to implement my core competency to build something I was passionate about and that led to my brand 'Lemme Be'. We see tremendous scope of research and innovation in Indian period care industry which caters to the hygiene needs of 35 crore young menstruators.

Was pooling up finances a problem in the beginning? How did you mobilise funds for branding your product?

Bringing capital is always tough and it is not a one-time activity. However, our will to succeed backed by tremendous amounts of market research, great products and happy customers helped us raise seed funds from the market.

Will you share your journey on how the startup has been transformed into where it is now?

This journey is exciting and Lemme Be is trending on social media. We launched India's first menstrual disc called Lemme Be Z Cups and Discs. New age period care products coupled with fun content resonated with our digital consumer and helped us scale fast. We are young and aiming to be the best at what we do.

Besides the two Telugu States- Telangana and Andhra Pradesh- and Odisha, where you find your market growing well?

We are a startup headquartered in Hyderabad, however, Covid-19 limitations allowed us to expand and connect with our audience who live in the digital world. Hyderabad, Bangalore, Chennai, Tiruvanthapuram, Coimbatore are some of our fast growing markets.

Do you use digital platforms for easy access to the product?

Yes. India is one of the fastest growing digital economies and what better way to provide access to our young audience. Find us at www.lemmebe.com, and we are available in many omni channels like Amazon and Flipkart. We work hard to ensure connectivity and access to almost all the pin codes of India.

The global tampon market size is growing very fast. The market, as per projections, will become $4055 million by 2026 compared to $2819 in 2018 with a CAGR of 4.7 per cent from 2019. Where India stands now and how do you see its (market's) future?

India's period care industry is growing at a CAGR of 16 per cent and has captured only 33 per cent of the menstruators. India comprises one third of the world's menstruating population and with the current rate of urbanisation, it has the potential to reach Rs840 billion by 2030. Menstrual health and hygiene is an important parameter to forecast the overall health & hygiene quotient of a country and I am optimistic about our country's growth.

How is the awareness level in India vis-a-vis the developed countries in the area of feminine hygiene?

During a design thinking session with a sister brand in Australia, we realised that the 'Taboo' associated with periods is a global phenomenon. There is not enough content, R&D and innovation yet and each country has to invest in improving awareness and accessibility. Period poverty exists in developed countries and India alike; it is a wicked problem which needs urgent attention.

Is it a fact that over 50 percent of school students abstain during menstruation fearing embarrassment?

Period stains are a mortal fear for every young girl and attending school with a cramp is not fun. Teens need guidance, right information and sustainable period care products for a comfortable period. Lack of clean toilets at schools, physical discomfort due to periods and its associated stigma encourages them to miss school.

As an entrepreneur what do you suggest to ensure easy access to sanitary pads?

There are two parts to this question, access for urban folks and access for rural India. Government, international NGOs and SHG (self-help groups) are involved in various initiatives to educate, subsidise and create an ecosystem for menstrual hygiene management. Connecting and empowering 35 crore India menstruators takes time, investment and intention. Our society is approaching the tipping point and it will lead to a higher penetration of better menstrual health management (MHM) and access for every menstruator. For urban folks, I would request all the readers to make an informed decision about menstrual health and hygiene. Lemme Be organic sanitary pads are priced at Rs99, available online (lemmebe.com) and on Amazon.

What are your plans for the future?

At Lemme Be we develop products to solve the challenges faced by Indian menstruators, and we aim to be amongst the early movers who to ideate and innovate period care products. India's young population deserves better than what is available in the market.

Period care does not mean sanitary pads, menstrual cups or tampons it means overall health and hygiene management for a 28-day cycle. Our social media handles on Instagram, Facebook, YouTube and Quora are supporting thousands of menstruators with their queries. We understand every menstruator has a unique problem and it needs personalised solutions. Our community outreach program has received roaring engagement and we love to connect and support our users.

Do you think mothers will approve of a new age brand and will buy a different period care product for their daughters? Do you think there is a need for better products in the market?

We are optimistic about the growth and evolution of Indian consumers. Now, parents have a choice to provide their daughters the best possible period care available. India is moving towards healthy living, organic food and clean sanitation - I see no reason why the same won't get translated to period care.

Lemme Be, was it the birth of a post-pandemic startup? Tell us a bit about your team?

Lemme Be is a Covid baby...it is agile and tech-driven. Lemme Be has the capability to scale fast and is sustainable. The team at Lemme Be is diverse and inclusive, led by some fiercely motivated women who have excelled in their respective fields and are ready to change the period care landscape in India. We are on a mission to support each menstruator and provide them with a tribe who will listen to their period woes with an intention to find a solution, because nothing should stop these young and the powerful daughters of our country. It's time to tell Period Taboo '@Just.Lemmebe'.