How young brands are built- the Avni story.
Avni means Mother Earth. This brand is reinventing the way women experience their menstrual cycles. Their conscious products inspired by modern science and Ayurveda is transforming how women can feel safe, in an environmentally conscious way. https://www.myavni.com/
Started in 2020 by Sujata Pawar and Apurv Agarwal, Avni provides innovative and eco-friendly menstrual care products- sanitary pads, panty liners etc. Washable, reusable and environmentally safe, their products that can be reused upto 100 times.
Several reports state that a single woman generates up to 125 kgs of non-biodegradable waste in the form of sanitary napkins, throughout her menstruating years. These find their way to landfills. These contain various types of plastics and non-degradable ingredients. Reducing this footprint is at the core of this brand.
Avni has clearly identified the convergence of social consciousness, an innovative solution and a large growing market to launch its range of products.
Lets take a look at how the different elements of the marketing mix come together successfully for the brand:
The brand’s target audience ranges from a 10-year-old girl to a 50-year-old woman nearing menopause. The real innovation has been to bring in a re-usable/ environmentally friendly product a skin friendly, chemical-free solution. Creating comfort and efficacy has been a strong promise that has been well delivered by the brand.
Avni’s most popular product the antimicrobial cloth pads and panty liners, have antimicrobial technology that prevents microbial infection for 100 washes. The brand has tested and certified this. This gives its consumers a sense of belief in the product and trust that any chances of infections will be taken care.
The use of digital marketing and social media has been extremely consistent in ensuring the consumer understands the promise. Two channels used very well by the brand are:
The brand speaks confidently about its products and uses. Simple videos that explain their uniqueness, and usability. And this is done consistently.
Instagram: On Insta, the brand goes even further. The story telling here is very diverse, yet relevant. The page describes products, uses, female hygiene issues; their community impact. It’s a wholistic page that establishes the “conscious impact” being made by the brand, with limited presence of the product itself. Avni is establishing itself as a source of knowledge on female hygiene first and that’s a very deep brand building direction.
Distribution and product availability:
The brand has a digital first outlook to reaching consumers. Its D2C approach is well designed to allow the brand to recognize each customer’s interest and create specific deals to drive purchasing decisions using a data-driven strategy. Avni has a presence on its website, and also on major e-commerce platforms such as Amazon, Flipkart, OneGreen, Smytten, and Woovly. Ensuring the consumer can find it at their preferred place of purchase.
Additionally, the brand has 26 retail outlets in southern India which is a strong start to building an offline channel as well.
Avni understands that to create a new habit of reuse, it has to create trust and connect with its target audience. To establish the brand as trustworthy, it provides dedicated doctors, medical experts, and a 24X7 AvniBuddy service helpline. This is a great way to connect with consumers as the brand addresses their concerns and guides them toward better solutions. And eventually, towards purchase of its products.
Brands are built on a consistent relevant promise. Avni, has started a wonderful journey of transformation on very sound understanding of branding and marketing principles.
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