The founders met while working in Pune and identified a gap in the menstrual hygiene market.
Brand Overview
HealthFab is a Bangalore-based health and hygiene startup specializing in innovative and eco-friendly menstrual hygiene solutions.
HealthFab’s primary product is reusable, leak-proof cotton period panties designed to provide women with a safe, comfortable, and sustainable alternative to traditional disposable products.
HealthFab aims to reduce dependency on disposable menstrual products and make menstrual care more comfortable and sustainable.
Shark Tank India Appearance and Ask
The HealthFab founders appeared on Shark Tank India Season 4, Episode 32, seeking ₹1 crore in exchange for 3% equity, which valued their company at ₹33.33 crore.
They highlighted their mission to revolutionize menstrual hygiene by prioritizing comfort, quality, and environmental sustainability.
Season and Episode Air Date
Season: 04
Episode: 32
Episode Air Date: Tuesday, 18 February 2025
Product Overview
HealthFab offers reusable, leakproof period panties.
These panties act as both underwear and a built-in pad, capable of absorbing up to 30ml of liquid and lasting up to 50 washes.
The product is designed to provide leak-proof protection without the need for pads, tampons, or menstrual cups.
They are designed to be a comfortable, cost-effective, and environmentally sustainable alternative to disposable menstrual hygiene products.
Investor Reactions
The Sharks had mixed reactions initially. Namita Thapar stepped out early, seemingly not a fan of the product category.
Vineeta Singh praised the innovation but had concerns about consumer adoption and offered ₹50 lakh for 1.75% equity and ₹50 lakh as a loan at 9% interest.
Aman Gupta liked the business model and wanted to team up with Vineeta. Peyush Bansal matched the ₹1 crore for 3% equity offer, leading to a bidding war.
Anupam Mittal made a strong counteroffer—₹2 crore for 6%, which ultimately led to a collaboration among four Sharks.
Customer Engagement Philosophy
HealthFab’s customer engagement philosophy centers around providing women with a comfortable, convenient, and sustainable menstrual hygiene solution.
They aim to empower women by offering a product that is both eco-friendly and cost-effective, reducing their dependency on disposable products.
They are also planning to focus on design to provide aesthetically pleasing products.
Product Highlights
Reusable Period Panties: Leak-proof, reusable cotton period panties designed to replace traditional pads.
Sustainable: Reduces dependency on disposable menstrual products.
Cost-Effective: Can last up to 50 washes.
Future Vision
With the investment from the Sharks, HealthFab plans to:
Improve Product Design
Strengthen Marketing efforts
Raise awareness about reusable period solutions through targeted campaigns.
Expand brand. Their long-term vision is to make reusable period wear a mainstream alternative and to become a market leader in sustainable menstrual hygiene.
Deal Finalized or Not
HealthFab successfully secured a deal on Shark Tank India.
After negotiations, the founders received ₹2 crore for 7% equity from four Sharks: Anupam Mittal, Aman Gupta, Vineeta Singh, and Peyush Bansal.
Blog posts, articles, and videos on menstrual health & sustainability
SEO Optimization
Improve performance from 6.1K monthly visitors
Customer Testimonials
Showcase positive experiences
Distribution Strategy
Sales Channel
Shopify (E-commerce)
Partnerships
Retail stores, e-commerce platforms focused on sustainability
Advantages
Eco-Friendly
Reduces dependency on disposable products
Cost-Effective
Reusable, lasts up to 50 washes
Comfort & Convenience
Leak-proof and designed for comfort
Challenges
Consumer Adoption
Convincing users to switch from traditional products
Competition
Facing established brands in the market
Pricing
Balancing affordability and profitability
Reasons for Success
Sustainability Trend
Increasing demand for eco-friendly products
Positive Brand Image
Strong focus on women’s health and sustainability
Financial Growth
₹8.34 crore revenue in FY23-24
Mitigation Strategies
Consumer Education
Spread awareness about reusable period wear
Affordable Options
Offer various price points
Quality Assurance
High product quality and durability
Future Business Roadmap
Short-Term (1 Year)
Increase brand awareness, expand product range
Mid-Term (2-3 Years)
Strengthen market presence, partnerships, new SKUs for incontinence
Long-Term (4-5 Years)
Become a market leader in India, explore global expansion
Valuation Growth Strategies
Brand Awareness
Expand marketing efforts
Loyalty Programs
Encourage repeat customers
HealthFab Shark Tank India Business Plan
Business Potential in India
Menstrual Hygiene Market Size: The Indian menstrual hygiene market is projected to reach US$8.28 billion in 2029, growing at a CAGR of 4.89% between 2025 and 2029.
Sustainable Products Growth: The demand for eco-friendly and sustainable products is rising significantly among Indian consumers.
Total Addressable Market (TAM)
Target Population: Women aged 15-49 in India, which constitutes a large segment.
Penetration Opportunity: Even a small percentage of market penetration in this segment represents a substantial user base.
Ideal Target Audience and Demographics
Age Group: Primarily targeting women aged 18-40, who are more open to trying new and sustainable products.
Income Level: Middle to upper-middle-class women who are environmentally conscious and willing to invest in quality and sustainable options.
Geographic Focus: Metropolitan and Tier 1 cities in India, where there is greater awareness about sustainability and access to online shopping.
Marketing Strategy
Digital Marketing: Utilize social media platforms (Instagram, Facebook, YouTube) to reach the target audience through targeted ads, influencer partnerships, and educational content.
Content Marketing: Create informative content on menstrual health, sustainability, and the benefits of reusable period panties through blog posts, articles, and videos.
Content and Digital Marketing Strategy
SEO Optimization: Currently, HealthFab has an organic traffic count of 6.1K visitors per month, focus on enhancing SEO performance to attract more organic traffic.
Customer Testimonials: Showcase customer testimonials and success stories to build trust and credibility.
Distribution Strategy
E-Commerce Platform: Continue to leverage the Shopify e-commerce platform for direct-to-consumer sales, offering a seamless online shopping experience.
Strategic Partnerships: Collaborate with retail stores and e-commerce platforms focused on sustainable and eco-friendly products to expand reach.
Advantages
Eco-Friendly: Offers a sustainable and eco-friendly alternative to disposable menstrual hygiene products.
Cost-Effective: Reusable and long-lasting, making it a cost-effective option for consumers.
Comfortable and Convenient: Designed for comfort and convenience, with leak-proof protection.
Challenges
Consumer Adoption: Overcoming the inertia of traditional menstrual hygiene products and convincing consumers to switch to reusable options.
Competition: Faces competition from established players in the menstrual hygiene market and other emerging sustainable brands.
Pricing: Finding the right balance between affordability and profitability.
Reasons for Success
Sustainability Trend: Growing awareness and demand for sustainable products among Indian consumers.
Positive Brand Image: HealthFab’s focus on sustainability and women’s health resonates well with the target audience.
Financial Growth: There’s already been substantial revenue growth, with ₹8.34 crore in revenue for FY23-24, proving strong market acceptance.
Mitigation Strategies
Customer Education: Educate consumers about the benefits of reusable period panties and address any concerns or misconceptions.
Affordable Options: Offering different product options at various price points to cater to a wider range of consumers.
Quality Assurance: Ensure the highest quality standards for product materials and manufacturing processes.
Future Business Roadmap
Short-Term Goals (1 Year):
Increase brand awareness and reach through targeted marketing campaigns.
Expand product offerings to include a wider range of sizes, styles, and absorbency levels.
Mid-Term Goals (2-3 Years):
Establish a strong presence in major metropolitan areas across India.
Develop partnerships with retailers and distributors to expand reach.
Launch SKUs for the urinary incontinence.
Long-Term Goals (4-5 Years):
Become a leading brand in the Indian sustainable menstrual hygiene market.
Explore international expansion opportunities.
Valuation Increase Strategies
Brand Awareness: Building the brand so more people know about it.
Loyalty Programs: Creating programs so that people will be repeat customers.
By focusing on these strategic areas, HealthFab can effectively position itself within the growing Indian menstrual hygiene market and capitalize on the increasing demand for sustainable products.
HealthFab Shark Tank India Episode Review