SUMMARY As consumer awareness grows and taboos fade, Indian startups are expanding intimate care beyond hygiene, building trusted brands across wellness, recovery and lifestyle. Earlier this year, intimate care startup Ugees partnered with premium innerwear brand Krvvy. Around the same time, menstrual hygiene startup HealthFab raised ₹20 Cr from Atomic Capital. Last year, the founders of Sirona, a feminine hygiene brand, bought back the startup from Good Glamm Group.