e-commerce
Flo and behold Instamart sparks a period-positive wave online
MUMBAI: If LinkedIn had a heartbeat this week, it was definitely on a 28-day cycle. Instamart’s new period tracker and period care flow aptly named Flo & Behold has sent users into a collective cheer, after a female customer’s appreciative post went viral and turned the quick-commerce platform into an unlikely champion of menstrual convenience.
It all began with Instamart dropping a cheeky two-word post, “Bloody Hell.” What looked like a punchline soon revealed itself as a powerful product announcement, an in-app feature that lets women track their cycle and instantly shop essentials, comfort items, and PMS treats in just a few taps. From pads, tampons and menstrual cups to hot-water bags, painkillers and curated PMS kits packed with chocolates and ice cream, the feature promises end-to-end period support without fuss or fanfare.
The internet, naturally, had thoughts.
One LinkedIn user wrote: “We talk so much about ‘women in the workplace’ yet underestimate the invisible load they carry something as basic as tracking periods. Instamart added a simple period tracker to reduce one small piece of that load. Not loud. Not marketing-heavy. Just thoughtful.”
Another chimed in with relatable honesty: “My PMS starts with crying at tomato prices and ends with me forgetting basic math. So tracking dates? Impossible. When Instamart reminds me my cycle is around the corner, I can build a survival kit painkillers, chocolate, heat patches. It feels like I’m meeting my future self halfway.”
The reactions go beyond applause for convenience, they signal a shift in how quick-commerce players are integrating everyday wellness into their core experience. Instamart, once positioned as India’s “fastest backup plan,” is quickly evolving into a platform that anticipates and supports real needs, seamlessly weaving menstrual care into its daily utility.
Users highlighted the little joys of discovery too.
One woman wrote, “Opened the app just to scroll and found something genuinely cute. Found this Flo & Behold feature, no clue when it launched, but i love it. Has anyone else spotted this?”
With late-night runs for hot-water bags now replaced by one-tap ordering and smart reminders, the feature has struck a chord. Comments and reposts across LinkedIn echo the same sentiment: menstrual care shouldn’t be an afterthought and now, it isn’t.
By turning period care into a simple, predictive and prompt service, Instamart has swept in with a refreshingly real upgrade to women’s digital wellness routines. And if online reactions are anything to go by, this month’s big mood is convenience delivered fast, without the fuss.
e-commerce
Insight Cosmetics partners with Pinda for homegrown beauty push
New campaign ‘Kudiye… ghar ki yaad nahi aayi tujhe?’ celebrates toxin-free, skin-first Indian formulations over imported ideals.
MUMBAI: Insight Cosmetics has just turned the beauty narrative on its head and it’s doing it with a very familiar face. The fast-growing Indian beauty brand has teamed up with Udaybir Sandhu, better known as Pinda from the hit series Dhurandhar 2, for a campaign that proudly puts “Made in India” at the centre. Titled “Kudiye… ghar ki yaad nahi aayi tujhe?”, the film taps into that deeply relatable feeling of rediscovering something better right at home, challenging the long-held notion that international always equals superior.
Instead of chasing global trends, Insight is highlighting what it does best: skin-first, ingredient-conscious, toxin-free formulations designed specifically for Indian skin tones, textures and climates. The campaign positions sattu-level honesty and performance as the new standard confident, rooted and globally competitive.
Insight Cosmetics director and spokesperson Mihir Jain said, “Insight has always believed that India doesn’t need to look outward for validation. We have the talent, the understanding, and the capability to create world-class beauty products right here. Pinda represents that same confidence rooted, real, and unapologetically Indian.”
Pinda added, “There’s real pride in representing something that’s ours. For too long, we’ve been told that better comes from outside. Insight is changing that. This is about backing what’s made for us, trusting what understands us, and owning our identity with confidence.”
The collaboration rests on four clear pillars, proudly homegrown innovation, a strict toxin-free promise, a genuine skin-first approach, and deep cultural relevance that speaks to a generation both rooted in India and globally aware.
In a market long dazzled by foreign labels, Insight Cosmetics and Pinda are quietly proving that the most powerful beauty move is the one that feels like home. The campaign doesn’t just sell products, it sells a mindset, that the best glow is the one you already recognise. And right now, that glow is proudly, unapologetically Indian.
