Startup Table with AJ | S3E9 Out Now on YouTube

What happens when consumer brands stop treating women as an afterthought and start engineering products specifically for them?

Women consumers in India are driving household choices, earning more, and making autonomous financial decisions like never before. Yet for decades, brands just ignored women’s real needs, offering poor fits and cheap marketing instead of real care for things like hormones and pregnancy recovery.

In this episode, Archana Jahagirdar, Founder and Managing Partner, Rukam Capital sits down with four founders building category-defining brands: Aarushi Joshi of BemO Wellness, Anant Bhardwaj of Krvvy, Avantika Aggarwal of Either / And, and Asheesh Grewal of Omama, to unpack what it really takes to build for the modern Indian woman.

The conversation goes beyond generic D2C trends. It explores the harder questions of why women’s healthcare has historically excluded women’s biology, how to design for true utility and comfort over mere aesthetics, why women audiences can no longer be fooled by marketing, and where the biggest underserved white spaces lie in India’s booming “she-economy”.

Watch the full episode: https://youtu.be/k2WJz90hkCY?si=1XL21YX_D82nZyUx

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What is Startup Table with AJ?

Startup Table with AJ is a founder-first series where Archana Jahagirdar hosts honest, in-depth conversations with early-stage entrepreneurs across India, spotlighting the grit, vision, and journey behind building enduring ventures.