Piramal's i-choose to Redefine Women's Intimate Healthcare

Women don’t just go through periods, they move through different life stages from menarche to menstruation, to pregnancy, to menopause. Piramal Consumer Healthcare understands this journey and has launched a new umbrella brand called i- choose. It brings together the company's intimate-care products, including i-activ, i-know, and i-feel, under one identity, while I-pill continues to operate independently.

Sai Ponugoti, CEO of Piramal Consumer Healthcare, said that conversations around women’s health and intimate health remain a social taboo. He sees that the company sees an opportunity to challenge these taboos by going beyond offering products to women and instead offering solutions that give them informed choices, empower women, and support them through all stages of life.

The i-choose brand is built on a simple philosophy, women know their bodies the best. With this belief, Piramal Consumer Healthcare has brought all its intimate health products under a single identity aiming to empower women to make informed choices about their intimate health. Sai Ponugoti also stated that, ‘we don't just want to be part of women’s healthcare journey, but we want to reshape the intimate healthcare market by empowering women in the society.

At the heart of the brand, it believes that women should be given the choice to make informed decisions. Deciding whether to use a period panty over a tampon, or to take a fertility test using an ovulation kit to better understand their health. That choice is central to the brand’s thinking, i-choose is designed to reflect it.

The brand wants to be part of a woman’s journey and build a stronger connection with her. It aims to stay relevant from the age of 13 through pregnancy and menopause, not just by selling products, but by building lasting relationships with the women who choose it.

To do this, the brand is applying the strategy of ‘going beyond the counter’. Intimate-care products were once hidden away behind cabinets, often wrapped in newspapers, as if buying them were something to be ashamed of. Now, the products will be available both offline, so customers can feel and experience the brand, and online through e-commerce platforms. The goal is to make the entire journey from discovery to purchase more comfortable and seamless.

The marketing approach is also more modern than traditional brand-building. Instead of relying only on television, Piramal Consumer Healthcare, plans to collaborate with creators and build a digital community around the brand. This will include regional content, peer recommendations, and UGC, since people tend to relate more when they see real users speaking about and recommending the brand.

To further strengthen the brand, Piramal Consumer Healthcare has brought in Sanya Malhotra as the face of i-choose. Bollywood actresses have rarely been associated with intimate-care brands, but that is changing as conversations around menstruation become more open. Sanya was chosen because she represents confidence, individuality, and authenticity, as Ponugoti said.

Ultimately, the brand’s ambition is much larger. It wants to become India’s trusted women’s healthcare brand that educates, empowers, and supports women through every stage of life.