Piramal Consumer Healthcare has introduced i-choose, a new brand that brings together several women’s intimate care products under one name. Actor Sanya Malhotra has also been named as the brand ambassador for the menstruation and grooming categories.
The new brand combines i-activ, i-know, and i-feel, making it easier for consumers to find a wider selection of women’s wellness products. Piramal said its well-known contraceptive brands, i-pill and i-pill daily, will stay independent but will still be part of the i-choose lineup.
i-choose supports women at every life stage with products for menstruation, fertility, pregnancy, intimate wellness, and menopause. The range includes period panties, ovulation test kits, hair removal roll-ons, menopause test kits, and other wellness essentials.
Sai Ponugoti, CEO of Piramal Consumer Healthcare, said the company wants to change the way people talk about women’s intimate health. He pointed out that women look for trusted solutions that fit their choices and lifestyles. He also said that i-choose is built on years of consumer insight and expertise to help women make informed health decisions.
Sanya Malhotra shared her excitement about the partnership and said she relates to the brand’s message of encouraging women to trust themselves and make confident choices. She also noted that talking about intimate care can be uncomfortable or carry stigma, and she values i-choose’s work to make these conversations more open, relatable, and empowering.
The i-choose products will be sold both online and in stores throughout India.
Piramal Consumer Healthcare believes the launch is timely as awareness of women’s health and intimate wellness grows. Industry estimates indicate that India’s feminine hygiene market, valued at approximately USD 1.16 billion, is projected to nearly double to USD 2.29 billion by 2031, driven by rising demand for menstrual, fertility, and intimate wellness products.
With i-choose and Sanya Malhotra leading the campaign, Piramal hopes to encourage more open conversations about women’s health and offer products that support women at every stage of their wellness journey.