MAM
Nobel hygiene launches heavy duty pads for heavy flow – RIO
MUMBAI: Nobel hygiene, the undisputed leader in the adult diaper category and the only Indian manufacturer of both, adult and baby diapers, is now entering the sanitary pads category with the launch of ‘RIO pads’ in the market. RIO is the first product designed for women with heavy flow. Radhika Apte has been taken on as the campaign ambassador for the new product and will help create awareness about heavy flow and the challenges women face because of it.
The sanitary pads are designed especially for women suffering from heavy flow, the main causes being PCOD and early onset of menopause. The absolute comfort and overall safety provided by RIO will help women feel liberated – physiologically and psychologically, during their menses.
Commenting on the RIO launch, Kartik Johari, Vice-President, Nobel Hygiene said, “A significant percentage of Indian women face issues of Heavy Flow, especially if suffering from PCOD or going through menopause. And there are currently no products that specifically solve these issues. Through our extensive consumer research, we were able to tailor a product to specifically meet these problems, of gushes or clots or leaks! There was no conversation about any of these issues either; and the phenomenal responses that we are getting are very encouraging. We have consciously kept our communication honest, authentic and raw; and none better than Radhika to bring this conversation alive!”
Radhika Apte, theatre and film Actress, “Many people think that you need to have PCOD or Menopause to experience heavy flow. But, that's not the case. In fact, thousands of women face heavy flow even without knowing it. They don't really know what to do about it or how to deal with it. So, most women figure out their own hacks with the existing sanitary napkins to manage their heavy flow or just suffer in silence. But thank god someone thought of doing something about it, and, finally, there's a solution. Rio. Not a napkin. A pad. A heavy-duty pad”
To create widespread awareness about the new product the company has launched a Digital Campaign on Facebook and Instagram and is titled #Mybloodysecret. A plethora of women have already shared their stories about the problem of heavy flow. This will be followed by a 360-degree integrated marketing campaign with Radhika Apte, highlighting the tough challenges faced by women suffering from Heavy Flow and how RIO Heavy Flow Pads can help them in managing it better.
Rio sanitary pads will come in XL size and will have features such as Cottony Top Sheet, 3X More Absorption, Better Dryness, Wetness Lock, Odour Lock, Extra glue grip and will provide Complete Coverage with Strong Side Leak Guards instead of wings. RIO will be available in leading retail & chemist stores and will also have an online presence on Amazon.
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
