Floren – A brand that aims to create a hygiene wave in india

• ByStartupStory     |    August 9, 2022

“The customer is the king”, satisfying the customer is the most important thing and that has to be kept in mind all the time. -By Sana Mittal, CEO & Co-Founder, Floren.

Talking about menstruation in India still seems like a taboo due to a lack of education and misguidance that has continued for generations and even today numerous myths about menstruation that still float around as if they are the real facts.

At Floren these myths not only get debunked but also millions of people get a chance to learn about the beauty of menstruation and understand that there is no shame in menstruating. They also gain knowledge about female hygiene and its sustainability which is much required. Floren aims to break all taboos related to health and hygiene.

In an exclusive interview with Startup Story Founder of Floren, Sana Mittal who aims to change the game in India for the need of making menstrual health taboo free. Sana Mittal completed her MBA from Punjab University after which she worked in a pharmaceutical company for five years as the Marketing Head and it doesn’t end here she also completed her course from IIM Calcutta in Marketing and Sales for an year where she excelled tremendously in marketing skills that has helped her greatly where Floren stands today.

WHAT LED TO THE BIRTH OF FLOREN?

When the founder of Floren was pursuing her job and completing her course from IIM Calcutta, she had various visits to the rural and semi rural areas. These visits made her wonder how there was a huge problem related to sanitary napkins which she later on wanted to solve. She was also encouraged by her father in law and father to initiate hygiene and wellness in society, further supported by husband.

In an exclusive interview with startup story Sana Mittal told us “I observed there were many girls who were wasting their time because of the discomfort they felt due to the usage of sanitary pads. Five to six days in a month of these girls  were ruined because of not being able to feel carefree.”

This realisation that millions of  girls face this discomfort in these rural and urban areas as well as being able to feel the comfort of a menstrual cup made her realise that this adaptation from sanitary napkins to menstrual cup has to be brought about as there is huge scope in india for this change as well as the fact that not many girls are educated about this.

In a research article conducted by Floren the team found that of 60.47cr women in India about 40cr women are menstruating and only 0.3 percent of women are using menstrual cups. That is  approximately about 11 to 12 lakh women out of 40 Cr women. This is where a need for menstrual cups in the market was important.

WHY IS THERE A NEED FOR MENSTRUAL CUPS?

WHY FLOREN?

The brands main aim is to be sustainable for the environment and all its products are environmentally friendly so the need for menstrual cups was important because:

Firstly, one sanitary pad takes about 500 to 800 years to be decomposed because of the plastic that it contains which is not environmentally friendly as well as poses health hazards.

Secondly, it is extremely comfortable, cost effective and sustainable. Thirdly, the most important one for the brand is its safety. Sanitary pads cause rashes, itchiness and dryness whereas a menstrual cup doesn’t harm the body at all nor does it harm the environment.

The only thing with menstrual cups is that they need time to adapt to it because one is using it for the first time  but once they adapt to it there is no way they would go back to sanitary pads.

The brand is already aware in understanding why it promotes menstrual cups but is also highly responsible as it conducts various seminars in colleges to break myths regarding female hygiene, menstrual cycle, and its products, the brand is also conducting campaigns in rural and semi rural areas with credible sources like  gynaecologists. It does not end here. They also have a student partner programme where a few students from various colleges help the brand by breaking their myths by educating themselves first.

PRODUCTS AND SERVICES OFFERED BY FLOREN

Founded by Sana Mittal, this year in march the research work for Floren started in June 2021.The products Floren offers are menstrual cups, intimate wash and oil, panty liners under the female hygiene department. In the grooming category they have facial razors and toilet seat covers and disposable urination devices  in the toilet hygiene category to make females feel comfortable when they travel.

The products at Floren are researched and tested very rigorously and that is why the brand is India’s first Made Safe and Medicert certified menstrual cup  that speaks for its own safety and makes its customers trust the brand even more. Its packaging is tremendous with both luxury and comfort kept in mind for its users. Their menstrual cups are made of 100%medical grade silicone are BPA free, FDA approved and SGS tested and reusable of course!

In an exclusive interview with startup story Founder of Floren mentioned that “The brand wholly focuses on hygiene and wellness and does not tend to shift in the cosmetic or skin care line and shall continue to focus on its customers hygiene and wellness goals” The founder solely believes that “customer is king” and through Floren she is able to prove so. 

The brand educates its audience through its social media platforms like Instagram that have hygiene and wellness related queries too..

FLOREN IN THE FUTURE.

The brand aims to build itself in the nutraceutical category too. Floren would not just offer its products to its consumers but also its services like free gynaecological consultations that would come along with it from the month.

So next time any female has any issue regarding menstural hygeine, menstural cycle or even sexual wellness Floren is there for their optimum support and well being.

Herbal tea’s and various supplements with best quality and affordable rates with the trust of gynacs and dietitian cum sexual wellness expert that would cover every aspect of female hygine will be seen in the next quater too.

From a .3 percent increase to 15 percent increase in the use of menstrual cups in the next two years can be seen at Floren which would be a great number for the brand as they already have customers that have switched from pads to cups and their lives have changed in the best way possible.

Floren now aims to cater about 1 Cr+ female customers in next 2 years the numbers may even increase from their estimate. Floren will continue to empower many women to have a healthy relationship with their overall hygiene  and health with the comfort their body deserves.

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