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BW Businessworld

Revolutionising Feminine Hygiene

Heyday is on a mission to change the lives of the people by enlightening them on how to be better to their bod­ies and the environment with simple lifestyle choices.

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During late 2015, Deepanjali Kanoria decided to quit her cushy job as a financial consultant in Man­hattan, New York. 

Barely in her mid-20s, she returned to India with a dream in her eyes to disrupt the personal hygiene sector with new product offerings to cater to the unmet consumer demand by filling the white space on the market. So, she floated Heyday Care, which is into sanitary napkins, baby diapers and panty liners without any plastic or chemicals for rash free, chemical free, super comfortable experience. Her company continued to reinvent the wheel and registered 3x its revenues in the past quarter despite the lockdown. 

“I wanted to make a difference by revolutionis­ing consumer patterns and saw a huge potential in the India personal hygiene market. We are only 2.5 years old and have grown at a 200 per cent year-on-year. Our revenue has boomed through the global pandemic as we have capitalised on the new e-commerce consumers, introduced new products and optimised our marketing strategies. My company should definitely see the best year yet in 2020. As a startup, it is possible to identify po­tential markets despite challenges if the idea and execution is worthy,” revealed Deepanjali Kanoria, Founder and CEO, Heyday Care.

It is to be mentioned that Heyday is India’s first mover in the biodegradable, organic and natural personal hygiene segment. Its first product is an all-natural sanitary napkin made from plant-based fibres of corn and bamboo. 

The company is revolutionising feminine hygiene with its rash-free, allergy-free, antibacterial and safe innovative solution. The brand introduced new innovative plant-based care unlike big giants, which use harmful synthetic raw materials in the production process. 

“When you have a good product at hand, you have to help it to reach the right consumers in order to scale. Our current strategy is to focus on expanding our reach and raising awareness about sustainable personal care in as many cities, retail stores, online marketplaces to many women and parents, as we can with a well-developed distribution system,” added Kanoria.

Heyday claims that it has a highly specialised patented technology for the product prototypes which dif­ferentiates its offerings. It is already available on almost all major online retail platforms like Amazon, Flip­kart, Nykaa, BigBasket, Spencer’s, Guardian Pharmacy and more. 

“With the uncertainty in today’s environment, entrepreneurship is definitely laden with risks but also with opportunities. Personally, I have developed a more robust approach to tackling challenging situations with optimum efficiency and gained the experience to adapt to changing market requirements with innova­tive practices. 

“Post our launch, several other brands have ventured into this mar­ket as well giving us proof of concept and growing the organic personal hy­giene segment as a whole. Our USP lies in the fact that we never stop in­novating and continue to introduce a superior quality experience to our consumers. Our repeat customer rate is 80 per cent today for the same rea­son,” Kanoria further added.

Heyday is on a mission to change the lives of the people by enlightening them on how to be better to their bod­ies and the environment with simple lifestyle choices.