Starting a company together was always on the cards for the college bench mates turned entrepreneurs Ketan Munoth and Prince Kapoor. “We started our first venture in online gifting back while we were studying BBA at Loyola College,” he recalls with a chuckle. 

The friends parted ways after their undergraduate degree—Prince became an investment banker at Spark Capital while Ketan did an MBA and moved to Delhi to work at Hindustan Times. What brought them back together again was a random trip to their neighborhood Nilgris supermarket back in Chennai, where they grew up.

Aisle after aisle they playfully began analyzing products and brands. A trip down the women’s hygiene aisle came as a shock to Ketan and Prince. While every product had a plethora of brand options to choose from, the period care space seemed to be monopolized by two brands.

“That was the trigger that set us down a long path of R&D that paved the way for Plush,” Ketan narrates. The young entrepreneurs began their market research by starting conversations about period care products with the women in their family and friends circles. 

They spoke to around five hundred women who…

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