India, 9th November 2022: SuperBottoms, India’s leading D2C brand for baby-care products has expanded into the female wellness and hygiene segment with the launch of India’s maximum absorbent Period Underwear- MaxAbsorb™ Period Underwear. Even today, comfortable and unrestrictive period care is still a luxury, SuperBottoms has taken it upon itself to ease every menstruator’s life.

The full-coverage, stretchy, soft, breathable, and rash-free SuperBottoms’ MaxAbsorb™ Period Underwear is designed to make women forget about their period woes by ensuring utmost comfort. Putting the highest quality fabric to use, Period underwear, unlike sanitary pads, is fully breathable and prevents the very common period rash, and is incomparably REUSABLE – SNUG – COMFY. The four-layered antimicrobial underwear is a perfect blend of 60% bamboo, 35% pure cotton, and 5% lycra assuring 8-10 hours of dry comfort and absolutely zero leaks. Moreover, being especially designed for new mothers facing incontinence and bladder leaks postpartum, MaxAbsorb™ Period Underwear is not just regular wear appropriate but ideal for protection from postpartum bleeding. All set to lead the way in the sustainable period care segment, this also marks SuperBottom as a pioneer in the postpartum incontinence category in India.

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Announcing the launch, Pallavi Utagi, Founder & CEO, SuperBottoms said “We are ecstatic to foray into the female wellness and sanitation category to help women across age groups who face undue stress due to less than functional menstrual hygiene products. The hush-hush taboo topic of menstruation is every female’s truth. From asking a friend or a colleague to check for stains, to shifting from one side to another to avoid displaced pads, there are myriad ways sanitation products add a lot of stress to an already stressful and hormonally charged period. We at SuperBottoms are on the mission to offer every woman the right to a safe, hygienic, sustainable, and most importantly, comfortable menstruation companion that never lets anything hold them back.”

In India, on average, every woman uses 6000-10000 pads through her reproductive age (13-49 yrs). This leads to about 21,780 million pads to landfills annually, each taking around 500 years to decompose. Period Underwear, on the other hand, is the most sustainable alternative among all menstrual sanitary care options available. Being washable and reusable for up to 3 yrs, in every cycle, an average woman will need 5-6 underwear only. This is not only cost-efficient but a one-of-its-kind solution that is entirely stress-free, hassle-free choice for a peaceful & sustainable period.

SuperBottoms’ current line of products includes innovative products with unique features for baby care. It is currently rendering baby diapering products including cloth diapers, langots, potty training pants, and diapering accessories. The brand has also recently announced its foray into offline retail with the plan of opening 6 kiosks by the end of this financial year.

By Rekha