Deepa Kumar, the founder of Yashram Lifestyle, has made significant strides in offering a range of groundbreaking maternity and innerwear products. Notably, she holds a patent for the innovative ‘period panty.’
In 2007, Deepa Kumar launched Yashram Lifestyle, initially focusing on creating comfortable feeding kurtas for breastfeeding women.
At that time, there was a lack of quality maternity wear available in India, with uncomfortable zippers dominating the market. Recognizing the need to address women’s challenges during various stages of their lives, Deepa embarked on a journey of creating utility wear that catered to their vulnerabilities.
Based in Bengaluru, Deepa, an engineering graduate in telecommunications, gained prior experience working in the automotive components industry before venturing into entrepreneurship.
Her motivation stemmed not from a business-oriented mindset, but rather from a desire to fulfill the needs of women. Deepa explains, “Reflecting on a woman’s life journey and the multitude of challenges I faced, I discovered numerous gaps in what we required. While my needs were not unique, they were essential.”
Deepa believes that conversations surrounding puberty and adolescence have been unfairly stigmatized as taboo and awkward, often resulting in women being shamed for discussing such matters. She recognized the significance of addressing these issues not only through product innovation but also by fostering open dialogue. By doing so, women can feel more confident during vulnerable periods in their lives.
During pregnancy and childbirth, a woman’s body undergoes significant changes
This necessitating comfortable and convenient outerwear and innerwear. Yashram Lifestyle’s brands, including Morph Maternity (maternity wear), Adira (period panty, starter bras and camisoles, shapers, sleep and lounge wear, and incontinence underwear for women), and Pristine Life (men’s and women’s underwear), cater to these unique needs. Deepa emphasizes, “The goal is to offer products that assist women throughout their journey.”
Deepa obtained a patent in 2009 for her invention of a ‘sanitary undergarment,’ popularly known as the ‘period panty.’ This undergarment, patented in India and the US, is designed to provide leak-proof protection while ensuring that the sanitary pad remains in place. Rather than creating a panty that absorbs menstrual flow, Deepa aimed to develop a product that enables women to move comfortably during their periods.
Additionally, Yashram Lifestyle offers incontinence underwear to address the needs of women, particularly those aged 50 and above, who experience urinary incontinence. These hygienic undergarments are antimicrobial, antifungal, odorless, absorbent, and leak-proof.
Understanding the comfort requirements and body confidence of girls and women lies at the core of Deepa’s diverse innovations. For example, Adira provides camisoles with cups for girls transitioning from girlhood to wearing regular bras, ensuring their comfort during puberty.
Having established Yashram Lifestyle in 2007, well before the e-commerce boom, the products were initially sold through retail stores. Deepa acknowledges the heightened competition in the industry but attributes Yashram’s success to its continuous innovation.
She is determined to create an ecosystem that fosters ongoing innovation, affirming, “We are not merely a brand story. Yashram is a product company. We have taken the time to mature and improve our products. This focus on building a DNA of innovation has been crucial.”
Despite being classified as a micro, small, and medium-sized enterprise (MSME) since its inception, Yashram Lifestyle has achieved an impressive annual recurring revenue (ARR) of INR 10 crore.
The company operates two manufacturing units in Bengaluru and Yemmignur, Kurnool District, Andhra Pradesh, producing 60,000 units per month. Approximately 80% of the 35,000 units sold are through online channels, with the rest sold via distribution agreements and B2B orders.
PROMOTING CRUCIAL CONVERSATIONS THROUGH A SOCIAL INITIATIVE
In addition to creating comfortable clothing, the Yashram team leads a social project called ‘How to Tell Your Child.’ This global online platform equips parents and instructors with tools to engage in honest conversations with children about puberty, sexual abuse, and related topics, aiming to instill body confidence in a positive manner.
The platform’s series of books and videos have been licensed by schools and NGOs worldwide and have gained recognition from UNESCO and The Women’s Museum in Hanoi.
Deepa highlights the vulnerability parents feel when discussing puberty with their children. To overcome this barrier, she created videos that parents can watch together with their children, fostering open conversations.
Deepa believes that having one difficult conversation with a child opens the door for future discussions, as the child feels comfortable reaching out to their parents.
As an early participant in the startup ecosystem, Deepa encountered specific challenges as a female entrepreneur.
However, she emphasizes that both men and women face obstacles, urging individuals not to solely focus on the downsides. She acknowledges that factors such as background, educational opportunities, and access to resources also play significant roles. While celebrating women entrepreneurship, Deepa advocates for the celebration of individuals who aspire to forge their own paths.
Looking ahead, Deepa eagerly anticipates introducing more innovations to Yashram’s product range and has already filed a patent for a unique product, promising to reveal details in the near future.
