In our dynamic environment, people are tuning into the significance of personal hygiene. It’s not merely about following healthy hygiene practices but also fending off dangerous infections and staying ahead of the curve. And with the travel and tourism sectors booming, there is a whole new demand for handy hygiene products like mini shampoos, pocket sanitisers, and wet wipes. Now, let us introduce you to Plush- a personal hygiene brand making waves in the hygiene sector. Ready to dive in and find out what makes such a hygiene brand stand out?
Plush – Overview
Plush is a new-age feminine care brand that aims to craft gentle products on the skin and fulfill the highest standards of feminine care. Plush, the Direct-to-Consumer D2C brand, manufactures a wide range of products, including sanitary pads, menstrual cups, pads with disposable pouches, liners, and hair removal items, allowing women to experience the utmost quality products for safety and hygiene. It’s worth mentioning that the personal hygiene brand Plush exceeded its expectations regarding order requests and the number of followers for the month.
Founders Overview
Ketan Munoth and Prince Kapoor initially introduced the personal hygiene brand Plush in 2019 to source, market, and distribute adult, baby, and women’s hygiene products. Together, they envisioned creating a brand prioritizing quality, innovation, and inclusivity in the personal care landscape. Additionally, they wanted to manufacture essentials at mass premium price points, making them accessible to a broader audience. With its headquarters in Chennai, Tamil Nadu, India, Plush currently operates with 21 to 40 employees.
Fundings Overview
Regarding Plush funding, it has secured $2.3 million in funds up to the present time and has also significantly enhanced its bottom line. Noteworthy investors contributing to this total include Gaurav Munjal, Sujeet Kumar, Ashneer Grover, Goldwinner Family Office, Patni Family Office, and Ashish Dhawan.
According to Plush annual financial statement, it has experienced a significant growth in revenue by a factor of 2.8 times (2.8X) from Rs 5.51 crore in the fiscal year ending March 2022 (FY22) to Rs 15.72 crore in the fiscal year ending March 2023.
As Plush scaled up its operations, the company also significantly reduced losses by 57.9%. Yes, In the year ended in March 2022 (FY22), Plush was dealing with Rs 3.11 crore in losses, but fast forward to the year ending March 2023 (FY23), plush brought that down to a friendlier Rs 1.31 crore with outstanding progress.
The company has experienced significant growth due to its rigorous promotional activities and efficient management of material costs. The combined expenses related to promotional activities and the procurement of raw materials for the company’s products constituted more than 65% of its total expenditures.
Conclusion
Besides competing with reputed companies, Plush faces competition from other leading companies in the market, including Heyday et al., SanFe, Awni, Azah, and more. This competitive dynamic underscores Plush’s resilience and adaptability in a market where it competes with industry behemoths and contends with various emerging and specialized brands.
