Brands
Plush makes comfort a right, not a risk
MUMBAI: Now that’s a policy women can really get behind. Plush, the Chennai-based feminine hygiene brand, has launched India’s first-ever “Period Insurance,” a bold promise to make rash-free comfort a guarantee, not a gamble.
Part of its spirited new campaign “Adjust Mat Karo, Plush Use Karo,” the initiative challenges the idea that discomfort is just part of the monthly routine. With every pack of Plush products, users now get “Period Insurance,” meaning first-time buyers can claim a refund if they experience rashes, irritation, or discomfort.
“Periods already come with enough challenges. Women shouldn’t have to worry about their products adding to them,” said Plush co-founder Ketan Munoth. “With Period Insurance, we’re giving women the confidence to try Plush without hesitation. It’s about reassurance, trust, and comfort.”
The process is refreshingly simple, every Plush pack includes a coverage card, and users can claim a refund by emailing care@plushforher.com if their first experience isn’t irritation-free.
Plush’s campaign goes beyond a clever concept, it’s a cultural statement. By telling women to stop “adjusting” and start expecting comfort, the brand is aiming to normalise conversations around period care that prioritise well-being over endurance.
To spread the message, Plush is amplifying the initiative through real user stories, on ground activations, and influencer collaborations, turning everyday experiences into authentic testimonials of comfort.
With Period Insurance, Plush isn’t just selling pads, it’s underwriting confidence, one cycle at a time.
Brands
Mahesh Samat steps down from The Walt Disney Company after 9 years
Veteran executive closes four-decade career spanning Disney, J&J and Epic
MUMBAI: Mahesh Samat has stepped down from The Walt Disney Company, bringing the curtain down on a career that has spanned four decades across FMCG, healthcare, media and entertainment.
In a personal note marking the milestone, Samat said, “After 40 years, I’m calling it a day,” reflecting on a journey that saw him build brands, launch businesses and lead teams across multiple geographies.
Samat spent over nine years at Disney in senior leadership roles, most recently serving as global head of publishing and branded retail. Prior to that, he held positions including EVP, consumer, games and publishing for APAC, and managing director for India, playing a key role in expanding the company’s regional footprint.
Before rejoining Disney in 2016, he founded and led Epic Television Networks, where he helped shape a distinct content-led television brand in India.
His earlier career included leadership roles at Johnson & Johnson, where he served as managing director for Southern Europe in vision care and vice-president for Asia-Pacific, underscoring his cross-sector experience.
An alumnus of Indian Institute of Management Calcutta, Samat’s career has been marked by a mix of corporate leadership and entrepreneurial ventures across markets including India, Singapore, the UK and Europe.
Reflecting on his journey, Samat emphasised that beyond titles and milestones, it was the people and relationships that defined his career. As he signs off, his exit marks the close of a long and varied innings in India’s corporate and media landscape.
