Feminine Hygiene Brand Sanfe, Secures Trust of Investors In Pre-Series-A Funding
Sanfe products are available at 1,500 outlets across the country along with key ecommerce platforms such as Amazon, Flipkart and Nykaa.
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Sanfe, India’s fastest emerging feminine hygiene brand has secured INR 8 Cr in Pre-Series A Funding from SucSEED Venture Partners, Titan Capital (a VC-arm run by Snapdeal founders Rohit Bansal and Kunal Bahl) , BIRAC, Elixir Pharma and a group of India’s top shot investors including Saurabh Chawla (Former Group CFO of DLF and Executive Director- Finance & Strategy GMR Infrastructure Ltd), Shankar Narayanan (Former Managing Director and Co-Head Carlyle Asia Growth Partners), Sunil Kumar Singhvi (Managing Partner South Handlooms Limited), Rohit Chanana (Ex-President Strategy and Finance, Hero Corporate Services). This funding marked the largest Pre-series A for any feminine hygiene startup in the country. Sanfe plans to utilise the capital for category disruption, strengthening of the existing team, new product development and brand building.
Incubated at IIT Delhi, Sanfe is founded by IIT Delhi graduates, Archit Aggarwal and Harry Sehrawat. Biotechnology Industry Research Assistance Council (BIRAC), Department of Bio Technology and Hindustan Petroleum Corporation Limited have seed funded Sanfe to support the brand and development of the product. Talking about the company plans to utilize the funds Archit Aggarwal, Founder, Sanfe said, “New India is witnessing a drastic shift in mindset and perceptions attached with menstrual hygiene and care. It has now become a lifestyle symbol for country’s progressive women and millennials. With Sanfe, we want to take feminine hygiene to newer heights by becoming the most trusted and preferred brand of this New Indian Women. Sanfe also intends to capture the pulse of global feminine hygiene market by taking its success story to other parts of the world. The capital infusion will help us in category disruption and strengthen our product development, marketing and distribution.”
Saurabh Chawla (Executive Director- Finance & Strategy GMR Infrastructure Ltd) said, “The young feminine hygiene brand, Sanfe focuses on creating products keeping women wellbeing at the core. This investment strengthens our commitment of backing innovative business models that are aimed at becoming change aggregators for a better society and growth of the nation.”
Speaking on why SucSEED has invested in Sanfe, Vikrant Varshney, Managing Partner of SucSEED Venture Partners and a seasoned Angel Investor, said “We have seen a phenomenal growth of Sanfe in the last one year. The passionate and hard-working team of Sanfe has put in tremendous efforts to transform the category through its amazing product line and brand reach for superior customer experiences. Feminine Hygiene Products Market is expected to garner $42.7 billion by 2022. In the Indian feminine hygiene space, Sanfe is expecting a 300 percent growth by 2022 against the existing industry growth of 21 percent and we were keen to support them in the journey”
Company’s existing product portfolio consists of Stand & Pee Device, Intimate Wash, Intimate Wipes, Panty Liners, Organic Sanitary Pads, Pain Relief Roll On and Menstrual Cups. The company will further strengthen its position by utilizing the funds towards research and development of innovative range of products in the category. With the planned new launches in the pipeline, the company is aiming to capture the leadership position in the segment in the next two years.
At present, Sanfe products are available at 1,500 outlets across the country along with key ecommerce platforms such as Amazon, Flipkart and Nykaa. The Brand is currently present in global markets such as US, Nepal and Kenya. The company has plans to reach out to other European and African markets in the next phase.
Sanfe is eying to build brand awareness majorly through Digital Campaigns, Video Marketing and Youth Marketing. Sanfe’s disruptive campaigns have sparked high decibel conversations around feminine hygiene by addressing the need for quality products. Sanfe’s 'Stand Up For Yourself' campaign against dirty public toilets in the country was a big hit amongst millennial girls and netizens. Creating noise around period pains and allowing women to embrace periods in the most inspiring manner, # Red Dot campaign by Sanfe stormed the social media channels. As a niche, new-age and digital first brand, Sanfe is successfully tapping the millennial and lifestyle conscious women audience by leveraging new and futuristic avenues of the digital world.