Revolutionizing Feminine Hygiene: Tanvi Johri and Rikshav Borah’s Carmesi Journey

Carmesi—led by Tanvi Johri and Rikshav Borah—emerges as a trailblazing force in the progressive menstruation awareness space, tackling environmental sustainability as well as cleanliness. Though conversations about menstrual health have become more common, the two realized that traditional plastic-based sanitary pads had an unmet environmental impact, which led to the creation of Carmesi.

Biodegradable Luxury: A Paradigm Shift

Carmesi’s distinctive approach combines comfort, safety, and environmental consciousness. By crafting premium sanitary pads from biodegradable bamboo fiber and corn starch, the brand not only provides a superior and ultra-absorbent product but also tackles the ecological stress posed by traditional pads. The infusion of antibacterial properties in bamboo fiber adds another layer of innovation, setting Carmesi apart in the market. Carmesi’s vision extends beyond creating biodegradable pads. The brand aims to elevate the entire menstrual experience for women. Each sanitary napkin comes with a thoughtfully designed disposal bag, addressing the hygienic disposal challenge often overlooked by mainstream brands. This attention to detail reflects Carmesi’s commitment to fostering a holistic and dignified period experience for women.

The environmental impact of traditional sanitary products has been a growing concern, and Carmesi addresses this with a two-pronged approach—biodegradable materials and hygienic disposal solutions. The brand’s commitment to an environmentally conscientious approach garnered attention and support, leading to a successful pre-series A funding round of $500,000 in August.

While Carmesi introduces added luxuries such as a stylish black-and-white box and disposal bags, the premium quality does come at a higher cost compared to common brands. At ₹749 for a box of 30 pads, Carmesi faces the challenge of convincing women to invest in their menstrual health actively. However, the founders emphasize the importance of viewing this as an investment in quality and overall well-being.

Tanvi Johri’s personal struggle with rashes and allergies caused by traditional pads became the catalyst for Carmesi. Her collaboration with Rikshav Borah, who brought his entrepreneurial acumen to the table, resulted in a venture that not only addresses a critical health and environmental issue but also provides a touch of luxury to an essential aspect of women’s lives. Carmesi, currently operating through online channels, has garnered a significant customer base of over 50,000 since its launch in November 2017. While the online presence remains crucial, the founders express their intention to explore offline retail as part of their future expansion plans. This click-and-mortar strategy aims to enhance visibility and accessibility for their off-the-shelf product.

Empowering Women Beyond Menstruation:

Carmesi’s impact goes beyond menstrual products. The brand envisions a broader product line and continues to innovate with the additional funds. With a customer retention rate of 65%, Carmesi plans to cater to diverse needs, including longer pads for specific preferences. The founders remain focused on building a sustainable business with an emphasis on maintaining margins and customer trust.

While the Akshay Kumar-starrer Padman emphasized accessibility, Carmesi takes a distinctive route by positioning itself as a premium brand. Part of Carmesi’s proceeds is dedicated to the NGO GiveHer5, contributing to providing period products to the underprivileged. This philanthropic angle adds a layer of social responsibility to Carmesi’s brand identity, aligning with its mission to build trust among educated Indian women.

Tanvi Johri and Rikshav Borah’s journey with Carmesi symbolizes a shift towards conscious consumerism, where women’s health, environmental impact, and a touch of luxury converge in a singular vision. As the brand continues to grow, its influence goes beyond the product, resonating with a generation of women seeking a more thoughtful and sustainable approach to feminine hygiene.