Piramal Consumer Healthcare today announced the launch of i-choose, a new master brand that brings together its women’s intimate care portfolio under one unified identity, with actor Sanya Malhotra coming on board as the brand ambassador for their menstruation & grooming categories.
Built around the philosophy that every woman knows their body the best and the core insight of ‘Every choice a woman is unable to actively exercise, is a step away from all that she can be’. i-choose, aims to make the woman’s body the most trusted voice in her life. By providing her with products, tools, knowledge, & validation that allows her to choose what her body needs.
The launch marks the integration of Piramal Consumer Healthcare’s existing women’s intimate care brands – i-activ, i-know & i-feel under a master brand i-choose.
While i-pill & i-pill daily, our flagship contraceptive brand which will operate independently under the house of i-choose.
The new brand’s philosophy comes alive across the i-choose portfolio that caters from menarche to menopause, where every product is anchored in a choice that a woman can make for her body. From “I choose comfort” with a Period Panty and “I choose to understand my fertility” with an Ovulation Test Kit, to “I choose smoothness” with a Hair Removal Roll-On and “I choose clarity on life’s next phase” with a Menopause Test Kit, these are just some of the many ways in which i-choose enables women to make informed, personal choices across menstruation, fertility, pregnancy, intimate wellness, and menopause.
The entire range of i-choose will be available across consumer touch points across channel from Online to Offline. Commenting on the launch, Sai Ponugoti, CEO, Piramal Consumer Healthcare, “For far too long, conversations around women’s intimate health have been fragmented, functional, and often shaped by stigma rather than understanding. At Piramal Consumer Healthcare, we believe women today are seeking more than just products — they are looking for solutions that respect their choices, lifestyles, and evolving needs across life stages. With i-choose, we are bringing together a decade of trust, category expertise, and consumer understanding into one unified platform built around a simple but powerful belief: women know their bodies best.
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. 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.”
