Chennai, India | November 10, 2025 – In a bold step toward transforming menstrual hygiene in India, Plush, one of the country’s leading feminine care brands, has launched the nation’s first-ever “Period Insurance” — an innovative initiative that ensures a rash-free, irritation-free experience for women.
The new concept is part of Plush’s empowering campaign, “Adjust Mat Karo, Plush Use Karo,” which urges women to prioritize comfort over compromise during their menstrual cycles.
For countless women, periods come with not just physical discomfort but also anxiety about rashes, irritation, and skin sensitivity caused by period products. Plush’s Period Insurance directly tackles these issues by offering users complete assurance — and even a refund — if they face any rash or discomfort when trying Plush products for the first time.
“Periods already come with enough challenges. Women shouldn’t have to worry about their period products causing irritation or discomfort,” said Ketan Munoth, Co-founder of Plush. “With Period Insurance, we want to give women the confidence to try Plush products without hesitation. This is about reassurance, trust, and redefining everyday comfort.”
How “Period Insurance” Works
The process is simple, transparent, and user-friendly. Every pack of Plush period products now includes a Period Insurance coverage card. First-time users who experience any discomfort can email care@plushforher.com to claim a refund. Plush aims to make this a seamless process — allowing women to focus on comfort instead of compromise.
A Step Toward Normalizing Comfort
Plush’s latest initiative challenges the long-standing notion that women must “adjust” to discomfort during their periods. The brand emphasizes that comfort should never be optional — it should be the norm. Through Period Insurance, Plush encourages women to reclaim control of their period experience with assurance and confidence.
Empowering Real Voices
To amplify awareness, Plush is bringing Period Insurance to life through a large-scale digital and on-ground campaign. The brand is collaborating with real users, influencers, and creators who are sharing authentic experiences about rash-free periods and how Period Insurance empowers them to expect more from their menstrual care.
User-generated content, awareness reels, and live interactions are central to this outreach — ensuring the message of comfort and confidence reaches women across India.
Watch the campaign reel here: Instagram Link
Explore campaign assets: Google Drive Folder
About Plush
Plush is a modern Indian feminine hygiene brand committed to creating safer, softer, and more comfortable products across period care, hair removal, and intimate wellness categories. Trusted by over one million women, Plush products are 100% rash-free, dermatologically tested, and designed with empathy and innovation. The brand’s mission is simple — to redefine what comfort means for women everywhere.
