Orange Lilies Redefining Period Care with Innovation

Orange Lilies: Redefining India’s Period Care Market Through Innovation

India’s menstrual hygiene market, valued at over INR 10,000 crore and growing at a CAGR of approximately 15 percent, is witnessing a decisive shift toward convenience driven and lifestyle aligned products.

With rising workforce participation, increased awareness, and changing consumer expectations, women are seeking period care solutions that go beyond basic protection.

Orange Lilies, a unit of The Kutumb Group, an ISO 9001:2015 GMP Certified organisation, is addressing this demand by introducing a new category within menstrual hygiene through its disposable period panties.

Founded to solve persistent pain points associated with traditional pads and tampons, Orange Lilies focuses on simplicity, comfort, and reliability.

Conventional products often involve frequent changes, leakage concerns, and skin irritation.

Orange Lilies responds with an integrated, wearable solution designed for uninterrupted daily movement and confidence.

Kanika Tomar: Strengthening Operations and Scale

Co-Founder Kanika Tomar leads operational strategy and execution at Orange Lilies.

Her focus on quality control, efficient sourcing, and scalable distribution has enabled the brand to balance affordability with performance, ensuring consistent product standards as the brand expands across key markets.

Sanam Lamba: Driving Strategy and Consumer Relevance

Co-Founder Sanam Lamba shapes the brand’s strategic vision and consumer positioning.

With a strong understanding of evolving hygiene preferences, he has been central to building trust around a new format product and positioning disposable period panties as a practical alternative for everyday use.

Product Innovation at the Core

Orange Lilies disposable period panties are designed as a single step solution, eliminating the need for pads, tampons, or menstrual cups.

They offer high absorbency for light to heavy flow, leak proof protection, soft breathable fabric to prevent rashes, and a secure fit suitable for long hours, overnight use, travel, postpartum care, and first time menstruation. Easy to wear and hygienic to dispose, the product aligns with the growing demand for low effort, high reliability period care.

According to industry projections, alternative menstrual products are expected to contribute nearly 20 percent of category growth over the next five years.

Orange Lilies is strategically positioned to benefit from this shift as consumers increasingly adopt innovative, lifestyle compatible solutions.

Leadership Insight

“Women’s lifestyles have evolved, but period care has remained largely unchanged,” says Kanika Tomar, Co Founder, Orange Lilies. “Our focus is to offer a solution that removes inconvenience and allows women to go about their lives with confidence and comfort.”

The Road Ahead

Backed by The Kutumb Group, Orange Lilies continues to scale with a clear focus on accessibility, education, and sustainable growth. As the menstrual hygiene category evolves, the brand stands out as a data driven, purpose led business redefining how period care is experienced in India.