Interview with Apurv Agrawal, Founder of Avni 

Women’s healthcare and wellness have witnessed a significant shift in recent years, with consumers increasingly looking for products that address deeper health needs rather than just surface-level solutions. Leading this change is Avni, a women’s wellness brand focused on creating performance-driven wellness products designed around different stages of a woman’s life.

In an exclusive conversation with Indian Startup Times (IST), Apurv Agrawal, Founder of Avni, shared insights into the brand’s origin, its evolution from reusable cloth pads to a complete women’s wellness platform, challenges in building consumer trust, manufacturing growth, and future expansion plans.

The Beginning of Avni: Solving a Real Healthcare Challenge

Avni’s journey started nearly five years ago, although Apurv’s interest in women’s health and wellness began much earlier. With a background in healthcare, Apurv and his co-founder, Sujata, were closely connected with the challenges women faced in managing their health.

The idea behind Avni emerged from the belief that women needed better-designed, reliable, and health-focused solutions. The brand started with its first product — a reusable cloth pad — after extensive research and development.

“Building the first product was not an overnight process. We went through more than 10 iterations to create a product that offered better comfort, usability, and performance compared to existing options,” Apurv explained.

The focus was not just on creating an alternative menstrual product but on understanding women’s needs and designing solutions that could support them through different phases of life.

From Period Care to Complete Women’s Wellness

According to Apurv, Avni’s vision has always been broader than menstrual care. The brand aims to become a comprehensive women’s wellness platform offering products designed around changing health requirements.

“Women go through different life stages, and their needs keep changing. Our focus is to build performance wellness products that support women across these stages — from teenage years to menopause,” he shared.

Avni is working towards developing solutions across areas such as hormonal wellness, mental well-being, micronutrient support, personal care, and overall health management.

The Meaning Behind the Name Avni

The brand name carries a deeper meaning. “Avni” is derived from Sanskrit and represents Mother Earth, symbolizing life, nurturing, and motherhood.

For the founders, the name reflects the brand’s mission of creating products that support and empower women while staying connected to natural and sustainable approaches.

Building Consumer Trust in a New Category

One of the biggest challenges for Avni was building trust among consumers, especially while introducing reusable cloth pads in a market where traditional products dominated.

Apurv explained that education and transparency played a crucial role in overcoming this challenge.

“Consumers had many questions when we entered the market. We focused on creating awareness through content, conversations, and direct interactions with customers,” he said.

Sujata’s involvement in customer communication also helped strengthen trust, as consumers connected better with someone who personally understood their experiences.

The brand believes that consistent product quality, transparency, and addressing customer concerns openly have been key drivers behind building long-term relationships.

Healthcare Experience Shaping Leadership at Avni

Both Apurv and Sujata’s healthcare backgrounds have influenced how they approach decision-making and leadership at Avni.

Their professional experiences helped them understand responsibility, risk management, and the importance of making informed decisions while building an organization.

Apurv highlighted that mentorship and learning from experienced professionals played an important role in preparing them for the challenges of entrepreneurship.

Changing Consumer Behaviour and Growing Awareness

Apurv believes consumer behaviour around health and wellness is rapidly evolving. Today’s consumers are more curious about understanding the root causes behind health issues rather than relying only on quick solutions.

People are increasingly looking for better lifestyle choices, improved quality products, and a deeper understanding of their health — a trend that is expanding beyond metro cities into smaller towns and rural markets as well.

According to him, the rise of informed consumers presents a strong opportunity for wellness brands that focus on authenticity and product effectiveness.

Technology, E-commerce, and Market Challenges

Operating in the competitive e-commerce ecosystem comes with several challenges, including intense competition, product duplication, and constantly changing consumer expectations.

Apurv shared that technology has become an important part of Avni’s operations, helping the company improve product development, supply chain planning, and demand forecasting.

The brand continues to leverage technology to maintain product availability and improve customer experience.

Managing Growth and Building the Right Team

As founders, Apurv and Sujata divide their responsibilities across strategy, operations, brand building, and growth.

While strategic thinking remains important, Apurv believes successful execution happens through strong teams and effective implementation.

“Building a company requires being involved on the ground, understanding operations, motivating the team, and ensuring everyone is aligned with the larger vision,” he said.

Funding Journey and Future Investment Plans

Avni has already completed a seed funding round and continues to engage with investors for future growth opportunities.

Apurv believes fundraising is not just about capital but also about finding the right partners who can contribute to the company’s long-term vision.

The brand is planning to raise additional funds by the end of the year to support expansion, product development, and market growth.

Expanding Across India and International Markets

Currently, Avni has built a strong presence, especially in the western and southern parts of India. The company’s immediate focus is on strengthening its position in the domestic market before aggressively expanding internationally.

However, Apurv shared that the brand is exploring international opportunities and may enter global markets in the next six to nine months if the right opportunities emerge.

The long-term vision is to establish Avni as a complete women’s health and wellness ecosystem.

Growing Manufacturing Strength and Women’s Empowerment

Avni’s manufacturing journey has also evolved significantly. The company started with a small team of five women and has now grown to nearly 60 women involved in production.

The handcrafted nature of the products remains an important part of the brand’s identity, with the manufacturing team playing a crucial role in maintaining quality.

For Apurv, this growth represents not just business expansion but also the impact Avni is creating through employment opportunities.

Looking Ahead

Avni’s journey reflects the growing demand for purpose-driven wellness brands that combine healthcare understanding, innovation, and consumer trust.

With plans to expand its product portfolio, enter new markets, and build a larger women’s wellness ecosystem, Avni aims to become a trusted partner for women across different stages of life.

Interview By: Arushi Agarwal