- Plans to further invest and build a world-class sanitary napkin manufacturing plant
- Grass-root engagement, deeper connect with consumers and channels contributes to this growth
Bhubaneswar: Amrutanjan Healthcare, a leader and pioneer in pain management,launched the ‘Comfy’ brand in 2011, recognizing the need for superior and affordable feminine hygiene products. Today, Comfy is a 100-crore brand, empowering millions of women with a complete range of period care solutions, including Sanitary napkins, Tampons, Menstrual Cups, and Period Pain Roll-Ons, at a competitive price. Only 36% of India’s 355 million menstruating females currently use sanitary napkins[1]. Behind these statistic are real women and girls, especially from rural areas, who often have limited access to quality menstrual care products. Comfy was inspired by their stories and designed to address their needs.
In collaboration with Bella Premier Happy Hygiene Care Private Limited, a leader in feminine hygiene, the team developed a product that promises 80% better absorption than other leading brands in India, using imported pulp from North America. But technical superiority wasn’t enough – it needed to be affordable. However, technical excellence alone wasn’t enough—it also had to be affordable. Comfy’s competitive pricing has made quality menstrual care accessible to women across diverse economic backgrounds.
S. Sambhu Prasad, Chairman & Managing Director, Amrutanjan Healthcare Limited says, “Comfy today is a billion rupee (₹100 crore) brand. Our women’s hygiene business continues to grow in the high double-digits, owing to higher acceptance of our uniquely designed sanitary pads. In line with our strategy to grow the sanitary napkin business, we are investing to build a world-class sanitary napkin manufacturing plant. Our mission has always been to make superior and affordable menstrual care accessible to every woman.”
He further added, “Through our grassroots initiatives like Project Disha, we remain committed to driving awareness, and empowering women to embrace life with confidence and dignity. We are also embracing digital transformation and technology by expanding our online footprint through e-commerce platforms, leveraging our social media engagement, and introducing apps such as the “Comfy Period Tracker” to strengthen our connection with consumers.”
Distribution serves as a key competitive advantage for Amrutanjan Healthcare Limited. The company has established robust channel partnerships spanning both wholesale and retail outlets, ensuring widespread product availability, including in villages with populations under 10,000. To enhance this reach, Comfy introduced a specialized wholesale pack containing six units, enabling deeper market penetration through wholesale distribution channels. Amrutanjan has consistently prioritized brand awareness, anchored in its core proposition—‘Power to Be You.’ Comfy empowers consumers with the confidence to pursue their goals without any worry. To reinforce its brand presence, the company partnered with leading Bollywood actress Shraddha Kapoor as its ambassador. Through Project Disha – an initiative focused on menstrual health education and promoting better hygiene practices –Comfy has driven meaningful impact at the grassroots level. Since its launch five years ago, Project Disha has positively impacted 7 lakh consumersin over 1800 towns across India, promoting better hygiene practices and driving adoption. Moving forward, Comfy remains committed to its dual mission: making high-quality menstrual hygiene products more accessible while raising awareness about menstrual health. Because at its heart, this isn’t just about sanitary napkins – it’s about empowering every woman to live life on her own terms.
