Plush, a women’s wellness brand in India, has partnered with Instamart, a quick commerce platform, to offer a new approach to period care through the launch of Plush’s Seamless Period Panty. Designed with a seamless, underwear-like fit, the product enters the disposable period panty space as an alternative to traditional bulky options. It is now available for delivery within 10 minutes via Instamart.
The brand’s latest advertisement highlights a common period care scenario—an older sister using multiple pads as a makeshift leak-proofing method—before being interrupted by her younger sister who opts to order the Plush product online. The ad portrays a shift in how period-related emergencies are being handled with access to quick delivery solutions.
“For years, period care has been about adjustments and compromises. At Plush, we set out to change that,” said Prince Kapoor, co-founder at Plush. He adds, “Our Seamless Period Panty blends innovation, style, and leak protection for comfort. Periods come with enough worries, but finding the right care shouldn’t be one of them. Teaming up with Instamart ensures just that.”
Founded in 2019, Plush has developed a range of products aimed at addressing different aspects of women’s wellness, including period care, hair removal, and intimate hygiene. Instamart, which operates within the quick commerce sector, continues to expand its offerings by including wellness essentials like Plush’s Period Panty in its catalogue.
With this collaboration, users can now access period care products with the immediacy of 10-minute delivery, reflecting a broader trend in on-demand wellness services.
Watch the ad film here:
