FemiSafe, a femtech company based in Kochi, Kerala, was born out of a conversation between Noureen Aysha and her husband Naseef Nazar.
During their courtship, the two encountered a disturbing sight. It’s a pile of sanitary napkins to be picked up by sanitary workers. This was in the middle of a pandemic, and the frequency of waste collection he had reduced to once a week.
“It was terrifying to see bloody napkins being lifted with bare hands. Workers had to separate the gel from the plastic so the waste could be disposed of,” Noureen recalls. .
At that time Naseef suggested that Noureen could raise awareness about menstrual cups as she has been using them for years. was launched.
Noureen is from Kozhikode and Naseef is from Kasargod in North Kerala. An engineer, Noureen grew up in Mumbai and Dubai, where he worked as an executive in airline industry operations and as a human resources manager at Mahindra. Naseef is his software engineer and had relevant experience in this field before quitting his job and building his FemiSafe with his wife.
The two decided to move to Kochi and start FemiSafe, but it was a difficult proposition. Because Kochi was a new city with few connections to them.
“We chose Kochi as our startup base because of its cosmopolitan outlook, networking, accessibility to logistics, and of course, visionary people in embracing stigmatized topics. ” says Noureen.
She explains that starting a femtech company in Kerala was both a challenge and a blessing.
“Our research has established that Kerala, especially tier 2 cities like Kochi, are ‘knowledgeable’ about menstrual and feminine hygiene and the products available. However, they were reluctant to discuss these topics. ”
FemiSafe founders Naseef Nazar and Noureen Aysha
start an unpleasant conversation
To change this, FemiSafe has “created” influencers from people who are active advocates for female empowerment on Instagram and have a sizeable following.
“These people reach out more to move the conversation forward. We are doing it,” says Noureen.
FemiSafe offers multiple verticals, from menstrual care to grooming to intimate care. Its products include menstrual cups and menstrual cup sterilizers.
“Third-party menstrual cups have distinct characteristics compared to other products available on the market: long stems that can accommodate almost any anatomy, and glossy cups that avoid stains in the long run. It’s a finishing touch.The menstrual sterilizer is electricity-free, affordable and made of food-grade silicone.We are the first company to launch this in the Indian market,” she says.
In the grooming category, the company offers a face razor and aloe gel combo along with a body razor and acne patch.
FemiSafe series
The price range starts from around 299 rupees. FemiSafe aims to launch about 20 or more products this year, according to its rollout plan.
Once the severity of the pandemic eased, the founders began engaging with offline communities at universities, businesses and panchayat. Its purpose was to raise awareness and educate the community about healthier and more sustainable menstrual hygiene practices.
FemSafe’s target audience is Tier II, III, and IV cities, consisting of college students, working adults, and mothers. Most of its sales come from marketplaces such as Amazon, Flipkart, and his own website. It is also sold at major pharmacies in and around Kochi Prefecture.
Currently bootstrapped with an investment of Rs 30 lakh, the startup has an ARR of Rs 1 crore. Noureen will be responsible for his R&D, human resources and product development, while Naseef will be responsible for marketing, branding and finance.
This venture is part of the Wadhwani Foundation LiftOff and Stanford Seed Spark accelerator programs.
It faces increasing competition from brands such as Peesafe, Sirona and Carmesi in India and Bella, Cora and Masmi overseas.
“Our strategy is simple: we are currently building a strong brand presence in South India with an awareness-first approach, and we will continue to strengthen our presence in other parts of India in a similar fashion,” says Noureen. says Mr.
She explains their working dynamics.
“As a husband and wife, we run the business, so we have clear divisions when it comes to day-to-day operations. Bigger decisions are made together. I could see the different skill sets really working, and the workflow was fast and smooth.”
Noureen’s future plans are clear. To make FemiSafe your one-stop-shop for all your feminine hygiene and personal care needs.
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