Published: 14th March 2019
Delhi-based FLOH doesn't shy away from telling it like it is when it comes to menstruation
FLOH's Campfree Pain Relief Patch is an all-Ayurvedic stick-on patch can be easily applied under clothing
What really caught our attention about FLOH, and how they positioned their products like tampons and pain relief patches, was their strong social media campaigns. They refuse to depict blood as blue, for aesthetic reasons or otherwise, and make no attempts to project periods as women prancing around wearing white pants. We believe that this outlook was made possible because at the helm of it all is Gauri Singhal, the 25-year-old Founder and CEO of FLOH, the health and hygiene brand of its parent company, Visionaari. "While all big brands are whispering about periods, our stand is different. The youth of today don't want to be all hush-hush about periods, we see it as a regular topic," says Gauri, who pursued her master's from London School of Business.
While they believe in the power of e-commerce, they want to start targeting offline stores as well like supermarkets
Isn't there a taboo around using tampons, we wonder out loud. But Singhal believes that the urban consumer today is more evolved. "Every working woman wants to be comfortable while menstruating and are open to using new products," opines Gauri and adds that, "There is definitely a change coming, after all, a movie about periods won an Oscar."
Pain relief: One of their bestselling products | (Pic: FLOH)
While tampons go easy on the environment as compared to sanitary napkins as they are not made of plastic, another one of FLOH’s products that is really doing the rounds is FLOH Campfree Pain Relief Patch. This all-Ayurvedic stick-on patch can be easily applied under clothing. Gauri informs that this is particularly a hit with young girls, who are getting used to cramps, and working women, who want to be on the go even during painful menstruation. "It also doesn't have any side-effects that pills come with," she adds. They also tie up with schools to not only tell them about their products, but also about menstrual health and hygiene. Ask her about what is the most challenging part and she says, it's not the leadership, as she has been in these roles throughout school, college and beyond, it's gaining confidence and building trust.
For more on them, click on flohtampons.com