Personal hygiene brand Plush plans to expand its retail presence to 2,000 stores over six months, up from its current availability in 500 stores across Bengaluru, Chennai, Mumbai, Delhi, and Hyderabad.
In addition to its retail expansion, the brand is working towards localising its manufacturing in India. “For the past six months, we have been working to manufacture our products in India by partnering with third-party vendors. We have shortlisted two locations in North India to set up a plant,” said Ketan Munoth, co-founder, of Plush. Currently, the cotton used in Plush products is imported from the U.S.
The company designs its products in-house and collaborates directly with raw material manufacturers to custom-produce certain materials. These materials are then assembled by contract manufacturers, located in both India and overseas, depending on product expertise and the availability of raw materials.
Founded in 2019, the Chennai-based startup specialises in feminine care products, offering period care, hair removal, intimate wellness, and skincare solutions. Plush was co-founded by Ketan Munoth and Prince Kapoor to address unmet needs in women’s hygiene, particularly issues like rashes, irritation, and redness.
The startup recorded a revenue of ₹60 crore in FY24, up from ₹23 crore in FY23. The company plans to raise funds within the next six months, noted Munoth. “We’ve got a lot of interest from institutions and family offices. But we were well-capitalized, so we did not raise at that point in time. Now, we are probably in the midst of looking at raising funds in the next six months,” he said.