Plush Personal Hygiene Brand to Expand to 2,000 Stores Across India
In a world where personal hygiene is paramount, one brand is making waves with its innovative approach to feminine care products. Plush, a Chennai-based startup founded in 2019, is on a mission to revolutionize the way women experience period care, hair removal, intimate wellness, and skincare solutions. With a focus on addressing unmet needs in women’s hygiene, such as rashes, irritation, and redness, Plush has quickly gained popularity for its high-quality products and commitment to customer satisfaction.
Expanding Footprint: From 500 to 2,000 Stores
The latest buzz surrounding Plush revolves around its ambitious plans to expand its retail presence to 2,000 stores within the next six months. This significant milestone marks a substantial increase from its current availability in 500 stores spread across Bengaluru, Chennai, Mumbai, Delhi, and Hyderabad. The brand’s rapid growth is a testament to the increasing demand for premium personal care products that cater to women’s diverse needs.
Localizing Manufacturing in India
Beyond its retail expansion, Plush is also taking steps to localize its manufacturing operations in India. Co-founder Ketan Munoth revealed that the company has been diligently working on establishing manufacturing facilities within the country by partnering with third-party vendors. In a strategic move, Plush has identified two locations in North India to set up a plant, signaling its commitment to supporting local industries and boosting the economy.
Currently, the cotton used in Plush products is imported from the U.S. However, the brand designs its products in-house and collaborates directly with raw material manufacturers to customize certain materials. These materials are then assembled by contract manufacturers, situated both in India and overseas, depending on product expertise and raw material availability. By localizing manufacturing, Plush aims to enhance operational efficiency, reduce costs, and ensure a steady supply chain for its growing customer base.
Financial Growth and Future Plans
Despite being a relatively young player in the personal hygiene market, Plush has seen remarkable success, recording a revenue of ₹60 crore in FY24, a significant increase from ₹23 crore in FY23. Looking ahead, the company has set its sights on raising funds in the next six months to support its expansion plans and further innovation. Munoth expressed the company’s readiness to engage with potential investors, citing a surge in interest from institutions and family offices. With a strategic focus on sustainable growth and customer satisfaction, Plush is poised to make a lasting impact in the personal care industry.
In conclusion, Plush’s journey from a niche startup to a household name in personal hygiene underscores the power of innovation, quality, and customer-centricity. As the brand continues to expand its reach and enhance its product offerings, one thing remains clear – Plush is not just a brand; it’s a lifestyle choice for modern women seeking premium, reliable, and empowering personal care solutions.
