BELLA BY TZMO

Challenge

Bella Hygiene, a global feminine hygiene brand under TZMO Group, was expanding into the Indian market. They needed a launch strategy that would establish the brand's positioning in a highly competitive and rapidly evolving segment, while ensuring correct product placement across retail and digital touchpoints in India’s growing feminine hygiene market (~USD 1.56 billion in 2025) tzmo.in Mordor Intelligence.

Approach

We crafted a market entry and placement strategy guided by consumer insight and brand clarity:

Positioned Bella as a trusted, European quality hygiene brand offering traditional and modern pad, tampon, pantyliner, and intimate wash options, suited for Indian preferences ⎯ with focus also on innovation like ultra-thin pads and herbal variants tzmo-global.com tzmo.in bellahygiene.com.
Mapped distribution across modern trade, traditional wholesalers, pharmacies, and digital channels in Tier-1 and Tier-2 target regions.
Defined launch messaging around comfort, hygiene, reliability and global standards to differentiate in a crowded market.
Aligned packaging and point-of-sale visuals with Bella’s global identity while localizing content for Indian consumers.

Execution

Collaborated on branded assets for retail shelves and e-commerce listings—ensuring clear differentiation of product lines like Bella Classic, Bella Perfecta Ultra, Bella Herbs, Bella Intima, and Bella Mamma postpartum pads bellahygiene.com+2bellahygiene.com+2.
Worked with trade marketing teams to execute product samples, placements, and training sessions for distributors and retailers in select Indian states.
Developed launch content (brochures, in-store signage, digital banners) highlighting product benefits such as quick absorption, skin sensitivity protection, and hygiene credentials.
Integrated educational messaging to build trust—partnering with Bella India’s hygiene awareness trainings conducted in schools and organizations across India tzmo-global.com.

Impact

Successfully introduced Bella Hygiene as a credible feminine hygiene brand in India, with a differentiated modern-traditional product mix.
Secured shelf space across pharmacies and retail stores in metro and emerging cities, supported by clear branding and merchandising.
Facilitated stronger engagement through educational extension, improving consumer trust in international quality hygiene offerings.
Supported TZMO’s expansion in the Asia region, aligning with broader growth strategy for the Bella brand globally