Periods and sustainability are rarely spoken of in the same breath, but one Indian brand is working to change that. Naarica, founded by entrepreneur Shruti Chand, is making reusable, leak-proof period underwear that not only keeps women comfortable but also saves the planet from thousands of disposable pads ending up in landfills.
From an Idea in Paris to a Movement in India
The idea for Naarica was born in Paris, where Shruti, then working in the field of circular economy, found herself in a conversation with women from around the world about the waste generated by disposable period products. Pads and tampons, while convenient, often caused irritation and came with high recurring costs on top of their environmental toll.
That conversation sparked Shruti’s mission: to create a safer, eco-friendly alternative that would work for Indian women and remain accessible. She returned to India to bring the concept to life, determined to design a solution that was practical, sustainable, and made with women’s health at its core.
Why Naarica Stands Out
Unlike traditional pads, Naarica’s underwear is designed to last for years and can replace around 200 disposable pads during its lifetime. Each pair is built to absorb menstrual flow with ease while ensuring comfort throughout the day.
What sets it apart is its safety promise, the underwear is free from harmful chemicals such as PFAs, lab-tested, and crafted with antibacterial fabrics to prevent infections and irritation. Beyond periods, they also help women manage light bladder leaks, making them versatile for different needs.
A Founder with a Vision
For Shruti Chand, Naarica isn’t just a business, it’s about dignity, education, and empowerment. She believes that menstrual care should be sustainable, affordable, and stigma-free. Through Naarica, she is not only offering a product but also starting conversations about period health and sustainability, both in urban settings and underserved communities.
Her vision goes beyond selling underwear; it includes menstrual literacy programmes, outreach for women in low-income areas, and building a culture where menstruation is seen as normal, not taboo.
Growing Recognition
Naarica’s mission has started to attract attention. Recently, sporting icon Saina Nehwal joined hands with the brand as an investor and ambassador, lending it visibility and credibility. For a young startup, such recognition highlights the growing appetite for sustainable solutions in women’s health.
Why It Matters
- Environmental win: Billions of non-biodegradable pads are discarded every year. Naarica offers a real alternative by cutting down single-use waste.
- Economic savings: A one-time purchase can save women the constant expense of buying pads every month.
- Health benefits: Safe, breathable materials mean fewer rashes, fewer worries, and better comfort.
- Social change: By talking openly about menstruation and offering eco-friendly choices, the brand is helping challenge taboos around periods.
The Road Ahead
Reusable period underwear still faces challenges in India, washing facilities, cultural mindsets, and awareness are barriers. But Shruti and her team are determined to tackle them through education and outreach. The plan is to expand Naarica’s product range, make it more widely available, and continue advocating for sustainable period care.
Final Word
What started as an idea by the Seine has now become a movement in India. Naarica is proving that periods don’t have to mean waste, discomfort, or shame. With Shruti Chand leading the way, the brand is not just changing underwear—it’s changing how we think about menstrual health and sustainability.