Author: Anika Parashar, Founder &
CEO, The Woman’s Company
CEO, The Woman’s Company
The Woman’s Company (TWC) was
launched on International Women’s Day i.e. March 8, 2020, but instead of
actually enjoying the formal launch of our dream brand, we saw ourselves
heading into a nationwide lockdown imposed to stop the spread of Coronavirus. At
that point, we had mentally prepared ourselves for a 21-day period of struggle
and slowdown, but of course it was not meant to be just that. We soon came to
realize it was way beyond the initial phase of 21 days. Everything from the
launch of TWC to marketing strategy and distribution plans had to be re-thought
out. As a new start-up, the excitement of launching a brand transformed into
efforts to stay afloat and to keep up the morale of the partners and
stakeholders.
launched on International Women’s Day i.e. March 8, 2020, but instead of
actually enjoying the formal launch of our dream brand, we saw ourselves
heading into a nationwide lockdown imposed to stop the spread of Coronavirus. At
that point, we had mentally prepared ourselves for a 21-day period of struggle
and slowdown, but of course it was not meant to be just that. We soon came to
realize it was way beyond the initial phase of 21 days. Everything from the
launch of TWC to marketing strategy and distribution plans had to be re-thought
out. As a new start-up, the excitement of launching a brand transformed into
efforts to stay afloat and to keep up the morale of the partners and
stakeholders.
Over the last few weeks, as our retail
and distribution plans, we took charge and decided to create opportunities for
ourselves out of this crisis – and we began delivering nationally ourselves.
and distribution plans, we took charge and decided to create opportunities for
ourselves out of this crisis – and we began delivering nationally ourselves.
We invested in our own e-commerce
platform and social media pages which focused more on the importance of
maintaining good personal hygiene and sanitation through our products such as
the Made-in-India Pee Stick. We
realized that many households in India have common bathrooms and people sharing
a toilet seat can prove extremely dangerous, especially for women as each seat
can carry over 77,000 types of viruses. Women are more prone to catch Urinary
Tract Infection (UTI) if basic hygiene is not practiced. With COVID-19, hygiene
has become the need of the hour in a more stringent manner and we are now delivering
the product across the country excluding the containment and red zones.
platform and social media pages which focused more on the importance of
maintaining good personal hygiene and sanitation through our products such as
the Made-in-India Pee Stick. We
realized that many households in India have common bathrooms and people sharing
a toilet seat can prove extremely dangerous, especially for women as each seat
can carry over 77,000 types of viruses. Women are more prone to catch Urinary
Tract Infection (UTI) if basic hygiene is not practiced. With COVID-19, hygiene
has become the need of the hour in a more stringent manner and we are now delivering
the product across the country excluding the containment and red zones.
We are
reworking business models to continue production and delivery of products
whilst managing sentiments of employees and stakeholders as much as we can.
While the lockdown soon after TWC’s launch has been a set back; we have stood
our ground with our commitment to our customers and are continuing to deliver
these absolutely essential products. Post-Covid, we will open up to a
completely different world – a world where consumer spending will be far more
cautious in terms of casual purchases and also with making more educated and
well thought out choices. We are confident that TWC products will be seen as
valuable choices to make keeping in mind the health & environmental benefits.
reworking business models to continue production and delivery of products
whilst managing sentiments of employees and stakeholders as much as we can.
While the lockdown soon after TWC’s launch has been a set back; we have stood
our ground with our commitment to our customers and are continuing to deliver
these absolutely essential products. Post-Covid, we will open up to a
completely different world – a world where consumer spending will be far more
cautious in terms of casual purchases and also with making more educated and
well thought out choices. We are confident that TWC products will be seen as
valuable choices to make keeping in mind the health & environmental benefits.
This crisis has taught us how very
clearly, ‘change is the only thing that is constant’. We have had to think out
of the box, reinvent ourselves multiple times within days and weeks of
launching the brand and we feel even more confident about the brand’s ability
to make a difference in this world where sustainability and being kinder to our
planet has been brought to light. The world is going to change their focus to
more earth friendly initiatives and it’s about time.
clearly, ‘change is the only thing that is constant’. We have had to think out
of the box, reinvent ourselves multiple times within days and weeks of
launching the brand and we feel even more confident about the brand’s ability
to make a difference in this world where sustainability and being kinder to our
planet has been brought to light. The world is going to change their focus to
more earth friendly initiatives and it’s about time.
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| Anika Parashar, Founder & CEO, The Woman’s Company |
(Anika Parashar is the Founder & CEO of The Woman’s Company (TWC). Views expressed in the article are of the author.)
