Piramal Consumer Healthcare has launched i-choose, a new master brand that brings together its women’s intimate care portfolio under a single identity. Actor Sanya Malhotra has been appointed as the brand ambassador for the menstruation and grooming categories.
The new platform consolidates existing brands including i-activ, i-know, and i-feel under the i-choose umbrella, while contraceptive brands i-pill and i-pill daily will continue to operate independently.
Built on the belief that women understand their bodies best, i-choose aims to support women in making informed decisions about their health and wellness. The brand offers products and solutions across different life stages, covering menstruation, fertility, pregnancy, intimate wellness, and menopause.
The portfolio includes offerings such as period panties, ovulation test kits, hair removal roll-ons, and menopause test kits, each designed to address specific needs and help women make choices that suit their bodies and lifestyles.
The i-choose range will be available across both online and offline channels. According to Sai Ponugoti, CEO of Piramal Consumer Healthcare, the brand seeks to create a more holistic and supportive approach to women’s intimate health by combining the company’s category expertise and consumer understanding under one platform.
Speaking of the association, Sanya Malhotra said, “I am very happy to partner with i-choose because the brand stands for something that truly resonates with me the freedom for women to listen to themselves and make choices with confidence. What I found especially meaningful about this association is that it approaches women’s wellness with honesty, empathy, and understanding, rather than judgment.”
She further added, “Conversations around intimate care have often been uncomfortable or overlooked, and I appreciate that i-choose is helping make them more open, relatable, and empowering for women across different stages of life.”
