Femtech company Nua is investing in technology to support Indian women

Mumbai-based femtech brand Nua aims to “build awareness on intimate and uncomfortable topics ” and support women in India. 

Nua seeks to offer Indian women a wellness platform that provides information, products and community support, giving them “uncomplicated, clean and holistic care”.

“We are working towards a one-stop platform encompassing content, community and commerce,” Ravi Ramachandran, the company’s co-founder and CEO, told The Press Trust of India (PTI).

“A lot about women’s wellness is still unknown,” the founder explained. “The idea is to enrich Nua’s bouquet of solutions not just from a product perspective but also build awareness on intimate and uncomfortable topics through informational content.”

The femtech company offers period, skincare and wellness products and uses Amazon Web Services (AWS) for most of its infrastructure needs.

“The real need of the hour is giving both a product solution and also equipping every single woman with the right knowledge regarding her wellbeing,” the CEO said.

“To facilitate this, we are expanding into new distribution channels, enhancing our product portfolio, strengthening our brand marketing and community building efforts while investing deeply in technology that can make wellness uncomplicated and easily accessible.”

Ramachandran added: “The direct-to-consumer (D2C) business model allows us to a great extent to connect directly with our customers, drive our offerings, maintain control over product development, marketing and distribution.

“What is unique to Nua is that we have successfully introduced and sustained a fully customisable auto-repeat subscription plan for our consumers which leads to over 50 per cent of customer retention beyond a period of 12 months.

“This goes on to reinforce the need for a subscription model in this category and high customer satisfaction levels with our period care products.”

Cloud technologies have been key contributors to the infrastructure setup in the technology space over the last few years, Ramachandran explained.

“With Nua, we use AWS for most of our infrastructure needs and it has definitely helped us scale up the infrastructure faster. We have succeeded in establishing a very strong brand in the menstrual wellness space and our endeavour now is to take that forward.

“We will advance deeper and solve more consumer problems within women’s wellness, while managing personalisation at scale. Over time, we will invest in technology to build a one-stop platform that encompasses content, community and commerce.”