The company will direct the new capital raised towards marketing activities and deepening distribution channels to achieve its goal of establishing Paree as a household brand in India
Homegrown personal hygiene products company Soothe Healthcare, on Monday, announced that it raised Series C round of funding of INR 130 crore from A91 Partners.
Soothe’s fast-growing feminine hygiene brand Paree has quickly established itself as a homegrown domestic leader in the feminine care category. Soothe will direct the new capital raised towards marketing activities and deepening distribution channels to achieve its goal of establishing Paree as a household brand in India. By leveraging on its core competence in feminine hygiene with Paree and its extensive distribution network, Soothe also launched its Baby Diaper brand Super Cute’s which has received an overwhelmingly positive response from consumers, the company said.
"Paree is among a select few offline brands to achieve a 100 crore, the top line in 4 years since launch. We have stayed focused on offering a great product with a good value proposition to become a trusted personal hygiene brand across the country. With this investment from A91 we’re on a solid track to achieve our goal of a significant market share in the next few years,” said Sahil Dharia, founder and chief executive officer, Soothe Healthcare.
The company leverages both offline and D2C capability - deep distribution channels throughout India, modern trade, hypermarket stores, and an online presence.