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Women's health · India · Consumer & employerOoWomaniya — women's health first
AXIMEDIC's women's health and wellness platform in India. A woman can ask a doctor about her period, her pregnancy, contraception, PCOS or a relationship — anonymously, in her own language, for ₹99 — then buy what she needs, book the screening she was told to get, and never once explain herself to a receptionist.
Eight years, no paid acquisition
An audience that arrived on its own
Every number below was built organically — search, word of mouth, and a community that shares what actually helped. No performance marketing budget has ever been spent on this platform.
Where the community lives
Audience profile: women aged 21–42, an 85:15 female-to-male split, and content delivered in English, Hindi, Gujarati and Marathi — the register a woman actually asks the question in.
Why it works
The question gets asked because nobody has to know who asked it
In most of India, a woman's first question about her own body is the hardest one to ask out loud. So it goes to a search engine, a WhatsApp group, or an influencer — and 54% of women end up taking health advice from social media. The information is free and mostly wrong.
OoWomaniya replaces that with a credentialed answer at the same friction. The consultation is 100% anonymous — the identity is hidden. It is a private, safe chat. The first follow-up is free. It costs less than a rickshaw across town.
Then the platform closes the loop. A doctor who says "get your thyroid checked" is one tap from a booked home collection. A counsellor who recommends a menstrual cup is one tap from a real product. That full circle — nudge, answer, action, product, screening — is the whole design, and it is why the platform is used rather than merely read.
What's on the platform
Six services, one account, no referral letters
Anonymous consultations
Private text consultations from ₹99 — one query plus two follow-ups. Phone and video with a doctor or counsellor for a 20-minute session. Available round the clock, with the woman's identity never disclosed.
A vetted expert network
Over 400 gynaecologists, obstetricians, physiotherapists, nutritionists, psychologists, counsellors and fitness coaches — credentialed before they are listed, searchable by concern, and bookmarkable so a woman can return to the one she trusts.
Preventive-health library
Articles and 60+ expert videos on reproductive and sexual health, curated by clinicians and shaped by what the community actually asks — published in four Indian languages, because a myth is not corrected in a language you don't think in.
The wellness store
A curated daily health and wellness store — 12 healthcare brands, 400+ products across menstruation, intimate hygiene, pregnancy, nutrition, child care, skin and hair, organic groceries and home care. Free delivery over ₹1,000.
Diagnostics & medicines
Home-collection screening panels including thyroid and HPV DNA testing through Thyrocare, cancer screening through Karkinos, and medicine ordering through Apollo 24|7 with two-hour delivery — booked from inside the consultation that recommended them.
Corporate wellness & CSR
Twenty-plus workshop topics delivered on-site or as webinars, AI-assisted symptom screening camps, at-home HPV vaccination and cancer screening, and grassroots CSR programmes run pan-India for foundations and employers.
What women actually ask
The eight concerns that drive the platform
Ranked by volume across consultations and search. There are over 100,000 searches a month in India for conditions in this list — and 52% of the women searching are being guided by a micro-influencer rather than a clinician.
- Menstrual health — irregular periods, unplanned pregnancy, contraception
- PCOS and thyroid disorders
- Pregnancy — planning, antenatal care, infertility and IVF
- Infant and child care
- Infections — white discharge, UTI, vaginal infections
- Sexual health and puberty myths
- Relationships and mental health counselling
- Menopause, pelvic pain and breast care
This is a health platform, not a beauty platform. Skin and hair are treated as health concerns; cosmetics are not stocked; and the editorial line is deliberately against over-medicalising ordinary bodies.
Commerce
A store that only stocks what a clinician would recommend
The consultation creates the intent; the store satisfies it. Eight categories, twelve brands, four hundred products — dropshipped, so there is no inventory risk on the platform's balance sheet.
Brands on the shelf
Sirona · Down to Earth · Vedantika Herbals · Nabhi Sutra · Pure and Sure · Vitro Naturals · Chic Nutrix · Nourish Foods · Eco Femme · Pee Safe · The Woman's Company · Period Hub
Visit the storeStore performance
For employers, foundations and brands
Women's health is the least-served category in Indian corporate benefits and the hardest one to run credibly, because it requires clinicians women will actually talk to. That is the part OoWomaniya already has.
Organisations we have delivered for
Clinical and commercial partnerships
Where it sits in AXIMEDIC
India's demand engine, on the same record as everything else
OoWomaniya is not a side business. It is the reason our India acquisition cost is $9 rather than $111 — a live audience of health-motivated women who already pay for consultations, already buy products, and already trust the platform with the questions they won't ask anyone else. As it migrates onto the AXERP Health data model, every consultation it delivers becomes a coded FHIR R4 record rather than a chat log.
Foundation: Single FHIR R4 Data Model · Blockchain Audit Layer · AWS HIPAA-Eligible Cloud · 99.9% Uptime
The market
Femtech is growing at 17% a year
Women's health technology was a $44.3B global market in 2023 and is tracking to $71B by 2026 — a 17% compound growth rate. In India specifically, roughly 200 million women are now online, and the conditions this platform is built around draw over 100,000 searches a month.
Why this one holds position
First mover, and still the one they trust
- Registered in June 2014 — an early entrant in Indian femtech, with the brand recall that comes from being first
- Regional-language content in Hindi, Gujarati and Marathi — where nearly every competitor is English-only
- Health, not beauty — a narrow, defensible editorial position rather than a lifestyle brand
- Online and offline — the corporate and CSR arm puts clinicians in rooms with women who never search for anything
- Five revenue streams from one audience — consultations, commerce, content, diagnostics, corporate
- Eight years self-sustaining — operations funded from revenue, not from rounds
How it was built
2014 to today
Who runs it
Leadership
Clinical advisory
- Dr. Nita Thakre — gynaecologist and obstetrician
- Dr. Nidhi Desai — pregnancy fitness, lactation, diet and physiotherapy
- Dr. Shefali Desai — breast surgeon, breast-cancer specialist
- Neeraj Sonalkar, Ph.D. — Stanford Center for Design Research
- Dr. Ade Mabogunje — Stanford Center for Design Research
- Dr. Vikram Singh Parmar — Ph.D. TU Delft; innovation leadership at NTNU
Talk to us about India
Whether you want a wellness programme for your workforce, a brand campaign that women actually read, or the investor view of how a 1.74M-visitor platform becomes CareBee's launch base — start here.
Contact us Visit OoWomaniya.com