The Indian personal care industry is undergoing a transformative shift, with brands prioritizing sustainability, innovation, and consumer health. Among the trailblazers in this space is UGEES INDIA, co-founded by Rahul Tyagi and Samiksha Yadav. Their flagship product, UGEES, addresses a crucial yet often-overlooked aspect of personal hygiene—the proper washing of undergarments.
In an exclusive conversation with Sandhya Bharti, Deputy Editor at Indian Startup Times, Rahul and Samiksha shared their journey, the challenges of launching a niche product, and their vision for the future of intimate hygiene.
The Need for a Specialized Product
In many Indian households, hand-washing undergarments is a cultural norm, particularly among women. However, most people use regular detergents, which are not designed for delicate fabrics or intimate hygiene. This oversight can lead to skin irritation, fabric damage, and hygiene concerns.
Rahul and Samiksha, through personal experiences, recognized this gap and created UGEES—an eco-friendly, pH-balanced detergent designed specifically for intimate wear.
“Our research showed there was no dedicated product for washing undergarments in the Indian market. Most people unknowingly use regular detergents, which contain harsh chemicals unsuitable for delicate fabrics and intimate areas. That’s where UGEES comes in,” explains Rahul.
Breaking Barriers and Winning Consumer Trust
Launching a new product category comes with its own set of challenges, and UGEES INDIA had to work hard to educate consumers. The biggest hurdle? Convincing people that their everyday detergent isn’t safe for undergarments.
“Changing consumer perception was tough. People have been using regular detergents for years, unaware of the risks. However, once they tried UGEES, they immediately felt the difference in fabric softness and skin comfort,” says Samiksha.
To establish credibility, UGEES INDIA prioritized ingredient transparency. The brand highlights pH levels, toxin-free formulations, and dermatologically tested ingredients, aligning with growing consumer demand for safe and ethical personal care products.
Shark Tank India: A Defining Moment
A game-changing moment for the brand came with their appearance on Shark Tank India. The show not only catapulted sales but also validated their business model.
“After our Shark Tank episode aired, our sales surged by 2.5 times. The exposure also brought in invaluable feedback from the judges, which helped us refine our product further—especially in terms of ingredient transparency and brand positioning,” shares Rahul.
Additionally, the experience opened doors to collaborations with lingerie brands and e-commerce platforms, helping UGEES reach a wider audience.
Navigating Market Trends and Counterfeit Challenges
With sustainability becoming a key focus in personal care, UGEES INDIA is committed to eco-friendly packaging and responsible ingredient sourcing. Consumers today actively seek products that are safe, recyclable, and ethically produced, and the brand ensures its offerings meet these expectations.
However, with success came unexpected hurdles—like counterfeit products. A fake version of UGEES on Amazon was cutting into 25-30% of their daily revenue.
“Counterfeiting became a major concern. We had to take legal action, enforce trademark rights, and directly engage with platforms to eliminate fake listings,” recalls Samiksha.
Expanding Horizons: The Road Ahead
Beyond just selling a product, UGEES INDIA is shaping the conversation around intimate hygiene. Their branding efforts focus on:
- Educating consumers on the risks of using regular detergents for undergarments
- Normalizing conversations around intimate hygiene
- Partnering with lingerie brands and e-commerce giants like Nykaa and Zivame to scale their reach
“Strategic collaborations will help us expand our footprint and bring awareness about intimate hygiene to a much larger audience,” says Rahul.
Advice for Aspiring Entrepreneurs
As Rahul and Samiksha continue to scale UGEES INDIA, their entrepreneurial journey serves as an inspiration. Their advice to budding entrepreneurs?
- Research thoroughly before launching a product
- Prioritize quality over shortcuts
- Be prepared to educate your consumers
- Stay resilient—every challenge comes with a learning opportunity
Conclusion: Pioneering a New Era in Personal Care
With a clear vision, innovative product, and a strong brand identity, UGEES INDIA is redefining intimate hygiene in India. Their journey—from identifying a neglected consumer need to creating a market-leading product—is a testament to innovation, perseverance, and customer-first thinking.
As consumer awareness grows and hygiene becomes a bigger priority, brands like UGEES INDIA are not just selling products but shaping healthier, more informed lifestyles. With their commitment to quality, sustainability, and education, Rahul and Samiksha are changing the game in intimate hygiene—one wash at a time.
