MUMBAI: Now that’s a policy women can really get behind. Plush, the Chennai-based feminine hygiene brand, has launched India’s first-ever “Period Insurance,” a bold promise to make rash-free comfort a guarantee, not a gamble.
Part of its spirited new campaign “Adjust Mat Karo, Plush Use Karo,” the initiative challenges the idea that discomfort is just part of the monthly routine. With every pack of Plush products, users now get “Period Insurance,” meaning first-time buyers can claim a refund if they experience rashes, irritation, or discomfort.
“Periods already come with enough challenges. Women shouldn’t have to worry about their products adding to them,” said Plush co-founder Ketan Munoth. “With Period Insurance, we’re giving women the confidence to try Plush without hesitation. It’s about reassurance, trust, and comfort.”
The process is refreshingly simple, every Plush pack includes a coverage card, and users can claim a refund by emailing care@plushforher.com if their first experience isn’t irritation-free.
Plush’s campaign goes beyond a clever concept, it’s a cultural statement. By telling women to stop “adjusting” and start expecting comfort, the brand is aiming to normalise conversations around period care that prioritise well-being over endurance.
To spread the message, Plush is amplifying the initiative through real user stories, on ground activations, and influencer collaborations, turning everyday experiences into authentic testimonials of comfort.
With Period Insurance, Plush isn’t just selling pads, it’s underwriting confidence, one cycle at a time.