Piramal Consumer Healthcare has introduced i-choose, a new master brand consolidating its women’s intimate care portfolio under a single identity. The initiative brings together existing brands i-activ, i-know and i-feel under one umbrella, while flagship contraceptive brands i-pill and i-pill daily will continue operating independently within the larger portfolio.
Actor Sanya Malhotra has been signed as brand ambassador for the menstruation and grooming categories, and a campaign featuring her has launched alongside the new identity.
The i-choose portfolio is built on the premise that women understand their own bodies best, with the brand aiming to support informed decision-making across various life stages. Its offerings span menstruation, fertility, pregnancy, intimate wellness and menopause, including products such as period panties, ovulation test kits, hair removal roll-ons and menopause test kits, each designed around specific consumer needs.
Speaking on the launch, Sai Ponugoti, CEO, Piramal Consumer Healthcare, said conversations around women’s intimate health have long been fragmented and shaped by stigma rather than genuine understanding. He noted that today’s women are seeking solutions that respect their choices, lifestyles and evolving needs rather than standalone products.
Ponugoti added that i-choose unites a decade of trust, category expertise and consumer insight into one platform, anchored in the belief that women know their bodies best. He further stated that as awareness around women’s wellness grows in India, there is significant opportunity to expand categories while making conversations around intimate care more open, accessible and empowering.
The i-choose portfolio will be available across both online and offline retail channels.
