Chennai, India, 6th November, 2025 – Plush, a leading Indian feminine hygiene brand, has introduced “Period Insurance”, an initiative aimed at making periods a more comfortable and worry-free experience for women across India. The initiative is part of Plush’s new campaign, “Adjust Mat Karo, Plush Use Karo,” which encourages women to prioritize comfort over compromise during their periods.
For many women, periods are associated with not just physical discomfort but also concerns about rashes, irritation, and discomfort. Plush’s Period Insurance is designed to address this challenge directly. Each pack of Plush period products now comes with period insurance that includes a coverage card, ensuring that users can claim a refund if they experience any rashes, irritation, or discomfort when trying their products for the first time.
Ketan Munoth, Co-founder of Plush, added: “Periods already come with enough challenges. Women shouldn’t have to worry about their period products causing irritation or discomfort. With Period Insurance, we want to give women the confidence to try Plush products without any hesitation. This initiative is about providing reassurance, building trust, and making everyday period care more reliable and comfortable.”
How Period Insurance Works
The process is simple and transparent. Every pack of Plush period products comes with period insurance. First-time users who experience any rashes or discomfort can email [email protected] to claim a refund. Plush aims to make the experience straightforward, allowing women to focus on comfort rather than compromise.
A Step Toward Normalizing Comfort
Plush believes that period care should be safe, comfortable, and accessible. Many women have learned to “adjust” to discomfort as a normal part of their periods. Through this initiative, Plush is emphasizing that comfort should not be optional. Period Insurance encourages women to prioritize their well-being and take control of their period experience with confidence.
To amplify the initiative, Plush is running a campaign across their platforms, collaborating with real-time users to showcase authentic experiences with Period Insurance. This includes user-generated content, onground activities and influencer collaborations that highlight how the initiative works in practice and spreads awareness about rash-free period care.
