More Than Just Products: Tanvi Johri's Carmesi is Redefining Feminine Care with Purpose and Sustainability.

Tanvi Johri entered the feminine care space with a very personal frustration. She felt that the market did not truly understand women’s real needs, especially around comfort and safety. Many products felt too commercial and lacked honesty. This gap pushed her to imagine something different. Carmesi grew out of that quiet dissatisfaction and slowly became one of the most interesting startup journeys in the Indian consumer category.

What makes Tanvi’s story stand out is how deeply she listens to women’s concerns. She realised early that conversations around menstrual care carried hesitation and discomfort. Her goal was not only to build a product but to bring openness, trust and empathy into a category that often gets discussed in hushed voices. Carmesi became known for being gentle, natural and transparent about what goes into the product, which helped thousands of women feel they finally had a brand that respects them.

The company started with simple products made from materials that feel cleaner and more comforting to the skin. Many customers shared how relieved they felt to use something that did not cause irritation. These small yet meaningful details led to quick word of mouth growth. It also brought younger women closer to the brand, especially those who wanted healthier personal care choices.

Tanvi built Carmesi as a purpose driven startup long before conscious consumption became a trend in India. She talked openly about sustainability and responsible sourcing. Instead of making it a marketing slogan, she made it a regular part of her decisions. Many young consumers began seeing Carmesi as a brand that reflects their values. This emotional connect helped the startup stand strong in a space filled with large multinational players.

The journey also highlights the rise of women led startups in India. Tanvi’s leadership shows how personal stories often spark strong entrepreneurial ideas. Her calm presence and clear thinking encouraged other women to take their first steps in business, especially in sectors where their voices were missing earlier.

Carmesi today goes beyond selling products. It tries to change how conversations around periods and intimate care take place. It supports women through community building, awareness drives and honest messaging that makes them feel understood. The brand continues to grow in both online and offline markets, reaching women across metros and small towns.

Tanvi’s story carries a strong message for the Indian startup world. When a founder builds something with genuine care, the impact can reach far beyond sales numbers. Carmesi represents a more thoughtful way of creating consumer brands in India, and its journey continues to shape the future of personal wellness for women.