Women’s wellness is a vast expanse where giants cast shadows and choices dazzle like stars, emerging a beacon of innovation – just like Nua. Abhishek Ramanathan, the Co-Founder and COO of Nua, invites you on a compelling journey through his challenges and triumphs in this exclusive conversation.
“Women’s wellness isn’t just a market; it’s a mosaic of stories, needs, and aspirations,” remarks Abhishek.
Delving into it, Abhishek unraveled Nua’s unique approach to catering to diverse facets of women’s health. He unfolds the brand not just as a tale of products but as a saga of fostering community, challenging taboos, and navigating the intricate tapestry of cultural nuances.
Moreover, the secrets behind Nua’s unwavering community support, breaking the silence around women’s health and seamlessly blending cultural sensitivity with innovation, are conversations that aren’t confined to the physical. Nua’s commitment to holistic wellness transcends into mental and emotional well-being.
Data points:
| Headquarters | Mumbai |
| Founded in | 2017 |
| Co-founders | Ravi Ramachandran, Abhishek Ramanathan |
| Customer base | 10+ lakh women across India |
| Key Investors | Lightbox Partners, Kae Capital, Vindi and Kamini Banga, Deepika Padukone |
| Product Range (not exhaustive) | Menstrual Wellness (e.g., Ultra-safe sanitary pads, overnight pads, period panties), PMS (Cramp Comfort heat patch, face wash, moisturizer, pimple patch) |
| Channel Presence | Available in all online (e.g., Amazon, Flipkart, Instamart, Blinkit, Zepto, Nykaa) and leading retail and pharmacy chains (e.g., Reliance Retail, Dmart, Lulu, Apollo Pharmacy) |
As we glean insights into Nua’s reliance on data-driven strategies and its omnichannel aspirations, Abhishek gives us a glimpse into the brand’s future – a horizon painted with profitable growth, holistic experiences, and a commitment to unrivaled well-being.
Abhishek’s narrative isn’t just about women’s wellness; it’s a symphony of innovation, compassion, and a visionary commitment to rewriting the script in the ever-evolving narrative of well-being.
Let’s dive in.
How Nua Made A Dent In Women’s Wellness Category Amidst Legacy Giants
At the heart of Nua’s success lies a deep understanding of its customers’ unmet needs. Abhishek emphasizes the brand’s commitment to innovation and focuses on effectively addressing unmet needs.
“Nua is really thought through… safety is at the core of what we do, from a product perspective.” This dedication to safety, comfort, and efficacy sets Nua apart, resonating deeply with its target audience.
Yet, Nua’s success isn’t solely attributed to its products; it’s about the experience it offers. Abhishek highlights the brand’s emphasis on holistic wellness, engaging with the community beyond mere product transactions. Through educational sessions and science-backed content, Nua strives to actively empower women to advocate for their wellness.
In an industry where loyalty is hard-won, Nua’s strategies focus on building trust and rapport with its users.
“There is more to gain by creating awareness for women’s wellness than otherwise,” he remarks.
How does the brand ensure this?
- The brand’s open dialogue and commitment to product safety contribute significantly to retaining customers in a fiercely competitive market.
- Looking ahead, Nua’s plans for 2024 revolve around profitable growth and tailored experiences. With a keen eye on omnichannel presence and user-centric innovation, the brand aims to push the boundaries of women’s wellness. Abhishek tantalizingly hints at exciting developments on the horizon, promising a continuation of Nua’s commitment to empowering women’s wellness.
- His advice for aspiring entrants into this competitive space echoes the brand’s ethos: focus on solving genuine customer needs innovatively. “You don’t have to make someone else look bad for you to look good,“ he emphasizes, highlighting Nua’s positive narrative approach to competition.
In an industry built on trust and empowerment, Nua’s journey is an inspiring beacon for those seeking to make their mark in women’s wellness.
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What It Takes To Keep A User Coming Back In A ‘Spoilt-For-Choice’ Market
“Understanding our audience is at the core of what we do,” Abhishek affirms, his words resonating with a profound sense of purpose. “We leverage a combination of surveys, feedback mechanisms, and in-depth analytics to gain insights that guide our product development and engagement strategies.”
In a digital landscape where information reigns supreme, Nua harnesses the power of technology to capture and analyze user data with surgical precision. “Our tech stack plays a crucial role,” Abhishek reveals. “We employ tools for user behavior analysis, cohort-based engagement, and predictive modeling to understand patterns and personalize user interactions.”
Central to Nua’s engagement strategy is cohort-based engagement, a sophisticated approach that allows the brand to tailor its communication and offerings to specific user groups. “Cohort-based engagement involves grouping users with similar characteristics or behaviors,” Abhishek explains. “By understanding the nuances within these groups, we create targeted content and product recommendations, fostering consistent engagement and building stronger connections with our users.”
In a market inundated with options, Nua stands firm on its principles. “Consistency, honesty, and delivering value are our guiding principles,” Abhishek asserts. “We believe in transparency about our products, ensuring they meet the highest standards. By consistently providing valuable information, building a trustworthy relationship, and delivering on our promises, we aim to create a brand that users not only choose but stick with over the long run.”
How does the team do this?
Nua’s focus has always been on clean and honest advertising, emphasizing the benefits that matter most to customers and eliminating any half-truths and false claims about their products.
Crafting a Holistic Approach to Women’s Wellness
“At Nua, we passionately recognize the intricacies of women’s wellness,” Abhishek asserts, his conviction palpable. “Understanding that it’s not a one-size-fits-all journey, our approach is rooted in inclusivity and responsiveness to the diverse needs of women across various life stages and health requirements.”
Nua’s dedication to inclusivity is reflected in its meticulous research and engagement with women from different walks of life. “We delve deep into research, engaging with women to comprehend the multifaceted aspects of their health,” he explains. “Our products are meticulously crafted to resonate with this diversity, whether it’s the nuances of different life stages, varying health needs, or cultural backgrounds.”
The Love Of & From the Community
In wellness, community is paramount, serving as a cornerstone for support and shared experiences. Abhishek elaborates on Nua’s community-centric approach: “Community lies at the core of our ethos at Nua. We recognize that wellness extends beyond the physical, involving a sense of belonging and shared experiences.”
For Nua, the objective of building a community is to build brand credibility and trust.
The team engages with their Community mainly through online modes:
- Live sessions with Experts: Nua brings in medical experts (gynecologists, nutritionists, dermatologists, fitness and mental health experts) to conduct online and offline sessions with their Community.
- DMs on Instagram: Their Community members reach out to seek counsel on issues related to their health and wellness.
Moreover, Nua’s community engagement strategy extends beyond product feedback, fostering an environment where women feel comfortable sharing their experiences and concerns. “One-on-one interactions and community engagement are pivotal for us,” the COO emphasizes. “It’s not just about products; it’s about engagement, it’s about the brand, it’s about community.”
Breaking taboos surrounding women’s health is a mission close to Nua’s heart. “Destigmatizing women’s health is not just a mission for us; it’s a commitment,” Abhishek declares. Through initiatives such as information sessions and online discussions with health experts, Nua encourages transparent dialogues, creating a safe space for women to discuss traditionally considered taboo topics.
Cultural sensitivity is ingrained in Nua’s approach to women’s wellness, reflecting the brand’s respect for diverse cultural practices. “Cultural sensitivity is not an add-on for us; it’s woven into the fabric of our brand,” he affirms. By integrating culturally sensitive elements into both products and messaging, Nua reflects the diverse tapestry of Indian womanhood.
“Wellness is a tapestry woven with physical, mental, and emotional threads,” Abhishek reflects. Nua’s initiatives extend beyond traditional product offerings, addressing its users’ mental and emotional well-being.
Initiatives such as their International Women’s Day campaign saw the execution of their 360-degree capsule sessions to build brand awareness and consideration. In most cases, it also helped the brand generate trials. The team executed these capsule sessions to help women develop a holistic understanding of periods beyond bleeding. These sessions addressed facets like nutrition, body, and mental well-being in the context of menstruation.
Moreover, through endeavors such as online yoga sessions and engagement with mental health experts, Nua reaffirms its commitment to supporting the overall well-being of its community.
This campaign on International Women’s Day resulted in 2000+ trials through corporates who gifted Nua hampers to their women employees.
The Way Forward
Nua’s next experimental areas are Artificial Intelligence (AI) and Machine Learning (ML). The team uses a chatbot to enhance efficiency and customer experiences. The co-founder shed light on the brand’s AI/ML journey and its vision for the future.
“At Nua, we recognize the transformative power of AI/ML,” he asserts. “While we currently utilize a chatbot to address common queries, we see immense potential for further integration across customer interactions and internal processes.”
Indeed, Nua’s foray into AI/ML is just beginning, with plans for expanded utilization on the horizon. “We’re in the early stages,” Abhishek acknowledges. “But we envision increased integration and investment to elevate customer experiences and streamline operations.”
Looking ahead to 2024, Nua’s roadmap is focused on profitable growth and sustainable expansion. “Our primary goal is to continue expanding our business while ensuring profitability,” he reveals. “In the competitive landscape of Women’s Wellness, we aim to leverage our unique positioning and innovative approaches.”
Operating in an omnichannel environment, Nua aims to refine its strategies for a seamless brand experience across various platforms. “We’re keen on creating a cohesive brand experience across our website, marketplaces, and offline retail,” Abhishek emphasizes.
Product development remains a cornerstone of Nua’s future endeavors, aligning with evolving customer needs. “We’re committed to delivering quality products that resonate with our diverse customer base,” Abhishek affirms. “Our challenge lies in further deepening the engagement with our customers.”
As Nua charts its course for the future, its commitment to solving real customer needs remains unwavering. “Our overarching goal is to continue positively impacting women’s wellness,” Abhishek concludes. “We’re dedicated to evolving and staying ahead of the curve, ensuring Nua remains a trusted partner in every woman’s wellness journey.”
Nua And Its Legacy
Today, Nua emerges as a great leader in the fiercely competitive women’s wellness sector, carving its niche through innovation, customer-centric strategies, and a commitment to holistic well-being. Abhishek’s insights shed light on how Nua addresses women’s multifaceted needs, embraces intersectionality, fosters a supportive community, and breaks taboos surrounding women’s health.
The brand’s emphasis on cultural sensitivity and open dialogue resonates, reflecting a nuanced understanding of India’s diverse landscape. As Nua envisions profitable growth in 2024, its dedication to safety and personalized engagement stands as a beacon for the industry.
The COO’s thoughtful responses unveil not just a brand but a movement, challenging norms and championing women’s wellness. We extend our gratitude to Abhishek Ramanathan for providing invaluable insights and allowing us to glimpse the future of Nua and the evolving landscape of women’s health.
