India, June 16 -- Earlier this year, intimate care startup Ugees partnered with premium innerwear brand Krvvy. Around the same time, menstrual hygiene startup HealthFab raised Rs.20 Cr from Atomic Capital. Last year, the founders of Sirona, a feminine hygiene brand, bought back the startup from Good Glamm Group.

Individually, these developments may seem unrelated, but together, they indicate that intimate care is having a renaissance moment in India.

Thus far, intimate care was viewed largely through the lens of feminine hygiene products sold through pharmacies and supermarkets. Today, the category is significantly broader.

Beyond sanitary pads and tampons, it includes period underwear, intimate washes, postpartum recovery products, ba...