Piramal Consumer Healthcare has launched ‘i-choose’, a new master brand that brings together its women’s intimate care portfolio under a unified identity, while appointing Sanya Malhotra as brand ambassador for its menstruation and grooming categories.
Built around the philosophy that women should be empowered to make informed choices about their bodies, i-choose consolidates the company’s existing intimate care brands, i-activ, i-know and i-feel, under a single umbrella. The company’s flagship contraceptive brands, i-pill and i-pill daily, will continue to operate independently within the i-choose portfolio.
The brand’s product range spans multiple stages of a woman’s life, from menstruation and fertility to intimate wellness and menopause. Offerings include period panties, ovulation test kits, hair removal solutions and menopause test kits, each positioned to enable women to make personal health and wellness choices.
The entire range of i-choose will be available across consumer touchpoints and channels, from Online to Offline. Commenting on the launch, Sai Ponugoti, CEO, Piramal Consumer Healthcare, said, "For far too long, conversations around women’s intimate health have been fragmented, functional, and often shaped by stigma rather than understanding. At Piramal Consumer Healthcare, we believe women today are seeking more than just products — they are looking for solutions that respect their choices, lifestyles, and evolving needs across life stages. With i-choose, we are bringing together a decade of trust, category expertise, and consumer understanding into one unified platform built around a simple but powerful belief: women know their bodies best."
Speaking of the association, Sanya Malhotra said,“I am very happy to partner with i-choose because the brand stands for something that truly resonates with me — the freedom for women to listen to themselves and make choices with confidence. What I found especially meaningful about this association is that it approaches women’s wellness with honesty, empathy, and understanding, rather than judgment. Conversations around intimate care have often been uncomfortable or overlooked, and I appreciate that i-choose is helping make them more open, relatable, and empowering for women across different stages of life.”
The launch comes amid growing demand in India’s women’s intimate care market, driven by rising awareness and increasing openness around conversations on menstrual, fertility and intimate health. Through i-choose, Piramal Consumer Healthcare aims to strengthen its presence in the category while building on the trust and expertise it has developed among women consumers over the years.
