CHERYL METIVIER
Goddess Advanced Hygienic Protection Ltd is seeking to carve out its niche in the TT market. The Central-based company was incorporated in 2020 and distributes environmentally-friendly, comfortable and affordable feminine-hygiene products.
Director Sue Singh told Business Day there is nothing that transforms a thought into an action like personal experience. She said the constant increases in the cost of her preferred brand of sanitary personal products, as well as the shortages, sparked the idea of the Goddess brand.
The steadily increasing prices of established brands also made her wonder how people on fixed and limited incomes were managing, and the reality of job losses and loss of income heightened her concerns about the difficult circumstances faced by many women and girls.
[caption id="attachment_988680" align="alignnone" width="774"] The Goddess brand of sanitary napkins is available in stores and supermarkets nationwide. -[/caption]
Her husband, Mr Singh explained that, “while he understands brand loyalty, he is also very aware that the state of their finances overrides that, especially among younger customers.”
Sue said she shared her concerns with her husband, and they agreed it was worth investigating available options. They researched all aspects of what would be involved in providing safe and reasonably-priced feminine-hygiene products to women in TT. This included looking at existing companies to understand the manufacturing processes, the raw materials required and the most reasonable sources for these raw materials, and the legal and regulatory requirements.
Other important considerations included minimising adverse side effects to users by providing products that were as natural and comfortable as possible, as well as making them affordable to customers – all in keeping with the company's mission statement: “…serving the community with superior, comfortable and hygienic personal care products.”
And customers have the assurance that the products have been tested and approved by the TT Bureau of Standards. The brand boasts of being environmentally friendly, with products that are of a high quality and offer affordable options to local consumers. Sue said it aligns with the government’s thrust to encourage growth in the local manufacturing sector and the expansion of the economy.
[caption id="attachment_988677" align="alignnone" width="1024"] Goddess sanitary napkins are made in TT and are environmentally friendly. - SUREASH CHOLAI[/caption]
The covid19 pandemic saw many businesses fold and exit the marketplace. Paradoxically, many new businesses were birthed during this period. For those, like Goddess Advanced, who had the foresight to identify gaps, opportunities of various kinds existed. Supply-chain disruptions resulted in international shortages in the availability of feminine-hygiene products.
And even when the pandemic challenges abated and supply stabilised, there continued to be persistent price increases. By the time the world started to recover from
