Wet & Dry Personal Care (W&D) was established in India to become a global leader in feminine intimate care. In 2013, W&D launched Everteen Vaginal Tightening Gel, India's first natural product for vaginal tightening. Everteen Natural Intimate Wash was later introduced to provide complete intimate hygiene. Both products have been well received in India and abroad. Looking ahead, W&D aims to strengthen its retail presence and expand its product portfolio through line extensions to achieve revenue of $32.2 million in three years. Education initiatives will also help raise awareness of intimate health and hygiene.

1. COMPANY MONITOR
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FEBRUARY 2015 159
W&D Personal Care: Growth a
byproduct of well-defined vision
Wet & Dry Personal Care was established in New Delhi, India with the vision of becoming a global leader
in feminine intimate care. The company’s founding members – Mr Hariom Tyagi, Mr Pankaj Garg, Mr Sharad
Gupta and Dr Noorul Anwar – have a wealth of field experience, having risen from the grassroots of the
pharma industry, which enabled them to identify neglected niche areas in India’s feminine intimate care
category and develop naturally-formulated products to satisfy consumers’ needs. OTC INSIGHT Asia-Pacific
examines the evolution of the burgeoning marketer and considers what direction it will take in the future.
Everteen: Enriching life
through innovation
W&D entered India’s derma market in May 2013 with the
launch of Everteen Vaginal Tightening Gel.The naturally-
formulated product is positioned to moisturise, tighten
and revitalise the vagina by increasing blood flow to the
vaginal muscles. In addition, the gel helps remove harmful
bacteria to prevent vaginal infections.The efficacy of the
product has been supported by clinical trials, including
a scientific study published in the Universal Journal of
Pharmacy (November-December 2013).
According to figures reported by India’s National
Programme Coordination Committee and Nielsen’s 2011
study Sanitary Protection: Every Woman’s Health Right,
there is a ready consumer base of 50mn Indian women
who are conscious of their intimate hygiene needs but
are yet to find a complete solution.This market segment
in India – which is estimated by W&D to be worth around
Rs20bn (US$322mn) – is expected to grow to Rs40bn
(US$645mn) by 2017, owing to the rising numbers of
menstruating women seeking better personal hygiene.
This prompted W&D to formulate
an intimate wash that could
provide complete intimate hygiene
in a natural way.The marketer’s
R&D team, in collaboration with
the gynaecological fraternity,
conducted research on several
herbal ingredients and developed
Everteen Natural Intimate Wash,
India’s first 100% natural intimate
wash, to broaden the equity of the
overall Everteen brand.
In the two years since Everteen’s launch, the brand has
been well received in India and internationally, and has
garnered strong trust and loyalty among its consumers.
A large proportion of its revenue is generated through
repeat purchases, and consumer testimonials – posted on
eCommerce sites and blogs – have praised the brand’s
efficacy. During this period,W&D expanded its operations
to six prominent Indian cities: New Delhi, Mumbai,
Bangalore, Chennai, Hyderabad and Pune.
Key facts: Wet & Dry Personal Care
HQ: New Delhi, India
Website: www.w-d.co.in
Core activities: Derma, feminine intimate
health & hygiene
Leading OTCs: Everteen Vaginal Tightening Gel,
Everteen Natural Intimate Wash
“We are currently exporting to consumers in
18 countries. In order to meet the rising
demand of international consumers who wish
to opt for an effective natural solution [rather
than chemical-based products] for complete
intimate hygiene care, W&D Personal Care has
already started its operations in Yemen, Poland,
Russia and Kuwait by appointing country
representatives and exclusive distributors.”
Mr Pankaj Garg, MD Wet & Dry Group
Natural Intimate Wash

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W&D PERSONAL CARE
160 FEBRUARY 2015
longer periods.The product is also recommended to be
used in tandem with the consumer’s existing hair removal
method and will therefore not be adversely affected by the
competition in the segment.
A+P: Creating a new paradigm
In terms of distribution strategy,W&D was the first
company in India to make intimate hygiene products
available in beauty & cosmetic stores, as these are the
first point of contact for women with personal care needs.
This initiative has since been followed by companies
such as Glenmark (marketer of VWash intimate wash),
which previously only focused on pharmacies.The move
has paid dividends for W&D as it has helped to cultivate
better opportunities to raise
awareness among female
consumers.The pharmacy
channel is also important
to driving sales and W&D’s
medical representative team
is geared towards promoting
Everteen Vaginal Tightening
Gel in this area.
Unique portfolio: Satisfying
niche demands
With the vision of establishing itself
as an expert in feminine intimate
care,W&D expanded into the
promising hair removal category,
which is estimated by W&D to be
worth Rs8bn (US$129mn) in India
and growing at 19% CAGR. Barever
– India’s first 100% natural hair
inhibitor – was given a soft launch
in October 2014, followed by a full
rollout the following month, and
is claimed to provide permanent
freedom from frequent hair removal.
The category is saturated with a wide range of solutions,
but pain associated with the hair removal process is a key
consideration for marketers. Barever gradually restricts the
growth of body hair by inhibiting follicle cell activity at the
root, which means that consumers will need to remove
hair less frequently and can experience smoother skin for
May ‘13 Oct ‘13 Jan ‘14 Oct ‘14 Nov ‘14
Everteen Launched
Introduced Everteen Gel
in India as an expert in
intimate health
Global Market
Exporting to consumers
in 12 countries, with bulk
export to Russia
Brand Extension
Rollout of Everteen
Natural Intimate Wash for
daily hygiene
Portfolio Expansion
Entered hair removal
category with Barever
Natural Hair Inhibitor
Offshore Expansion
Everteen registered in
3 countries; local sales
representatives appointed
May ‘13 - Aug ‘13
New Delhi market
Sept ‘13 - Oct ‘13
Half year revenue
growth +80%
Oct ‘13 - Mar ‘14
Half year revenue
growth +120%
Apr ‘14 - Oct ‘14
Half year revenue
growth +200%
Timeline: The development of Wet & Dry Personal Care
Barever Natural
Hair Inhibitor
Everteen Vaginal
Tightening Gel

3. COMPANY MONITOR
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W&D has focused on improving its retail footprint across
India and has increased its offline presence by 300% over
the past year by expanding its sales force and geography.
The key sales channels identified for its portfolio of
products include:
• Beauty & cosmetics stores
• Pharmacies (standalones and chains)
• eCommerce (currently present on over 100
websites globally)
• Gynaecologists and beauty salons
The company has devised a plan to further strengthen
its retail presence over the next two years, which will be
supported by aggressive promotional activities and print
ads in leading female-oriented magazines.
Along with conventional A+P through local media,W&D
is working with gynaecologist groups and women’s
health organisations to create a feminine intimate
hygiene educational campaign. Beginning in H2 2015,
the campaign will engage and educate women on
appropriate practices for maintaining intimate health and
hygiene.The marketer, with the help of its partners, will
organise talk shows, seminars and workshops, which will
be supplemented by public relation activities and local
advertising. Radio will also be used to promote intimate
hygiene practices and campaign engagement.
Aspirations: Expanding into
other niche segments
W&D aims to generate revenue of Rs2bn (US$32.2mn)
in the next three years by strengthening its footprint
Problem
Current Behaviour
Solution
Positioning
Brand Promise
Distinction
Extension
Brand Image
Communication
Everteen Vaginal Tightening Gel Everteen Natural Intimate Wash
SEC- A+,
Urban
Women
aged 20-40
Married
Women
Sexual
Engagement
Vaginal
Laxity
Vaginal
Dryness
Lubricants
Vagino-
plasty
Vaginal
Itching
Vaginal
Irritation
Odour
Douching
Soaps /
Shampoos
SEC- A+,A,
B, Urban
Menstruating
female
A topical application, which can rejuvenate
vaginal tissues with increased blood flow
A pH balanced intimate wash
Everteen Vaginal Tightening Gel
Rejuvenate vaginal tissues in 40 days of
application, improved vaginal condition
Everteen Natural Intimate Wash
Maintain daily intimate hygiene naturally
User
Convenience
Cost
Effective
Natural
Ingredients
Natural
Ingredients
No
Chemicals
SFS-free
Formula
Smaller SKUs e.g. 30g
Premium product and an expert of
vaginal health
Make Him Fall in Love Every Day
Everteen Intimate Wash wipes
Premium and natural product
Feel Fresh, Clean &
Confident Everyday
Take Guard of your intimate
hygiene with Everteen
Target Group
Everteen: Product positioning fills gaps in the market

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W&D PERSONAL CARE
162 FEBRUARY 2015
30g SKU of Everteen
Vaginal Tightening Gel
Price barrier for
consumers below socio
economic class A+
Using cheap and local
tightening formulations
Affordability with
economical pack of
Everteen Vaginal
Tightening Gel
January 2015
Everteen Intimate
Hair Removal
Desire for a clean and
hygienic intimate area
Using body hair removal
creams; shaving
Specialised hair removal
gel for intimate area
November 2015
Everteen Intimate
Wash Wipes
Inconvenience of
bottle whilst outdoors
or travelling
Compromised on
daily wash
Travel friendly,
use-and-throw-away
wipes that fit in
vanity bags
February 2016
Barever After Hair
Removal Lotion
Skin discomfort post
hair removal
Moisturisers
Specially formulated
after hair removal
lotion, which helps
smooth the skin and
relieve open pores
June 2016
Everteen Vaginal
Tightening Spray
Inconvenience in
application
Compromised on use User-friendly spray November 2016
intimate health. Unlike older generations, which never
discussed the discomfort associated with menstruation,
the current population is actively seeking more
knowledge and better solutions for intimate hygiene.
This can be seen in the exponential growth of sanitary
pad consumption in India.
Sexual health experts have also reported an increasing
number of women coming forward to discuss the quality
of their sex lives. Previously this was very uncommon in
India, but now financially independent women do not
want to be trapped by traditional behaviours. Instead,
they openly discuss solutions for better sexual
relationships and intimate health.As such, female
consumers are readily adopting complete intimate
hygiene care, which has contributed to Everteen’s growth
of 200% between April 2014 to October 2014 vs October
2013 to March 2014.
Health and hygiene education among the female
population is also being promoted by the Government,
which is enhancing the potential for intimate health &
hygiene products.
in the feminine intimate care category via a series of
line extensions and expanding its product portfolio into
other niche derma segments. Its R&D department is
continuously working on new formulations and product
delivery methods and has developed a pipeline of line
extensions, which will be introduced gradually over the
next few years (see table).
The company will also increase its penetration within the
domestic market by expanding geographical coverage
to tier 2 and 3 cities, while its global presence will be
enhanced by registering its brands in seven countries.
Prospects: Awareness and
education key
India has a large young population, with many achieving
financial freedom earlier than previous generations.With
this comes a greater propensity to spend, as they are more
conscious of their health and quality of life requirements.
Today’s modern consumers are also more liberal,
placing higher importance on sexual wellness and
Product pipeline: Strengthening its footprint
Line Extension Problem Current Behaviour Solution Est. to launch