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Plush targets nearly 2X revenue, scales distribution and local production

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Plush targets nearly 2X revenue, scales distribution and local production

Intimate wellness brand Plush is targeting nearly Rs 180 crore in revenue for the fiscal year. The brand plans to expand its distribution model and increase customer acquisition in multiple cities. Currently, Plush's product categories include period care, hair removal, and sexual wellness, with significant growth planned. Quick commerce contributes to the majority of sales while D2C is expected to increase in importance.

Intimate wellness brand Plush is targeting Rs 170–180 crore revenue this fiscal, nearly doubling from around Rs 98 crore last year, as it steps up customer acquisition , quick-commerce market share and product expansion while shifting towards a more balanced distribution model. The brand, which started with a digital-first approach, currently has around 3,000 touchpoints across six-seven cities and is targeting 8–12 cities by the end of this fiscal year, with a focus on expanding across more metro markets. "The three growth levers for achieving the target are acquiring new customers, increasing market share on quick commerce and widening the product portfolio through three major launches planned for the next quarter," said Ketan Munoth, co-founder, Plush. Advt

Plush currently operates across period care, hair removal and sexual wellness, with period care contributing around 60–70 per cent of revenue, hair removal 10–15 per cent and sexual wellness around 20 per cent. Its portfolio comprises about 40 SKUs, with deodorants recently added under intimate health and wellness. The brand is also working to widen its distribution. It currently works with around 14–15 distributors, while its offline presence includes general trade and modern trade formats such as DMart.


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