Issue

Janani.life a women centric reproductive health services brand needed to re-brand and structure the portfolio to also target men and include at home sexual health diagnostics. The new brand was to be positioned on the pillars of privacy and convenience.

Process

Despite the founders, Nilay & Raj, having prior experience working in the reproductive health category, we undertook first-hand consumer research, to understand the sensitivities better. We did extensive set of Direct Interviews with target audiences in 4 Metro cities, across gender, age and marital status. We worked with veterans of the industry to facilitate and moderate the interviews.

Result

What we discovered was quite startling. The concept of sexual dysfunction was still very taboo and most suffered in silence. While privacy and convenience were critical to the category, compassion was recognised as the most important factor for those suffering from these sensitive dysfunctions. Another factor was that while men and women suffered equally, men had the added pressure and fear of emasculation.  This made it very clear to us that the new Brand, while addressing issues of privacy and convenience in sexual health diagnostics, must be built primarily on compassion. We therefore repositioned Janani.life as ‘Kindly’ and structured the portfolio as Kindly His & Kindly Hers to round up the Brand Architecture. Kindly was unveiled to the public in May of 2022 to accelerated growth. Kindly has also raised $3.5Mn in a funding round from Y Combinator, VCs, HNIs & Angels.

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