Devidutta Dash, CEO and Founder, Lemme Be

15 Jul 2022 , 12:13 PM

Help us understand the company’s business model
 
Our business model is to serve all menstruators with organic and sustainable period care products. We are on all the market platforms in India, and are steadily expanding internationally, majorly for pads. Currently, we are very present in market places, pharmacies, GT, and MT. At the core of it, Lemme Be is a D2C brand from India on its way to becoming global.
 
What are the USPs of the company?
 
Lemme Be is an inclusive, innovative, and sustainable brand catering to period care products. With GOTS-certified organic cotton used in our pads, tampons, and liners, and 100% medical grade silicone in its use in Z Cup and Z Disc, our products have escalated in the category of organic, sustainable, and reusable comfort period products. 
 
Share with us the company’s growth strategy
 
We aim to stay focused on period care products and provide solutions to our customers for the entire 28-day cycle. Our commodity product customers are moving to subscription and then, with an education based on our content, are trying our Z range. We are adding more products based on feedback from our customers and are replicating the same playbook in the global markets.
 
How will the company deploy funds raised recently?
 
With the funds raised recently, Lemme Be plans to invest around 50% in growth marketing, internationally and in India. Another 25% goes into beefing up the team for an expansion and the rest of the 25% goes into building products and talent. 
 
Is the company looking to get listed? If yes, by when?
 
Lemme Be is a young company. We are currently focusing on building a brand from India into International markets. For now, building business is our top priority and excelling across, although we are keeping corporate governance and controls in place which can lead to listings as and when needed, but for next 24 months we are not looking at the same.
 
What are the key risks facing your business? How are you addressing them?
 
The period care category is a tough one to crack. The taboos related to menstruation are still prevalent in India and globally. Lack of education and guidance has ensured that the segment generates the lowest revenue in the essential item category. The target audience is broad with unique problem statements, and there are very few innovations or new product offerings. And at times, menstruators shy away from trying new products and neglect MHM. Disrupting period care is possible when the product, customer adoption, and content are aligned with each other, and at Lemme Be, we are trying our best to be inclusive and have embarked on a period journey with our young users from their formative years.