Anushruti Singh
In March 2023, Sanjith Shetty, a seasoned entrepreneur passionate about women’s health and empowerment, launched Miror—a Femtech platform dedicated to supporting women through perimenopause and menopause.
His venture addresses a long-overlooked yet crucial life stage, offering comprehensive care through community, expert consultations, and specialised supplements. As Shetty puts it, “We saw a compelling need to normalise conversations around menopause and provide solutions for women grappling with 40+ harsh symptoms over half of their lives.”
Despite India’s rapid healthcare advancements, menopause remains stigmatised and under-addressed. Miror’s mission is clear: transform this phase from something that is endured silently to an empowering experience—what Shetty calls “Queenopause.”
A challenging journey
While establishing the company, Shetty encountered several challenges. “One of our biggest hurdles has been addressing the stigma associated with menopause. We’ve actively engaged communities through workshops, social media campaigns, and partnerships with health professionals to foster open dialogues that build trust and promote understanding,” he recounts.
Another significant challenge has been combating the apathy surrounding perimenopause and menopause. “Many women see it as a natural phase that they must endure without seeking support or solutions. We aim to change this mindset by emphasising the importance of accessing available resources to make the transition smoother,” he adds.
Shetty also draws attention to the “oxygen mask” analogy, saying, “Women often prioritise others, neglecting their health during menopause. But just like on an airplane—where you must secure your mask first before helping others—self-care is essential. Prioritising their well-being isn’t selfish; it’s crucial for maintaining health and happiness, enabling them to better support their families and communities.”
Femtech gap: Why focus on menopause?
“The question itself has the answer, ‘limited attention’ and Femtech is what intrigued me,” says Shetty.
While Femtech solutions for maternal health and menstrual care have expanded, Shetty’s research across 325 companies revealed a startling gap: “There was complete silence around menopause and perimenopause, though half the world’s population will experience it,” he says. Unlike the other phases of a woman’s life, menopause affects physical, mental, and emotional health with over 40 symptoms, including hot flashes, fatigue, cardiovascular issues, and mental health challenges.
“Many women feel isolated during this time, suffering in silence, or think this phase is unavoidable,” he says. Miror emerged from this realisation to offer solutions through technology, education, and support networks.
Shetty asserts, “Our goal is to empower women to embrace this phase with confidence and to ensure that they receive the support and information that they deserve.”
Miror’s research has identified five main challenges in this area—Lack of community support, supplementation gaps, access to reliable medical consultations, stigma around discussions and social taboos; and a lack of accessibility to the right technology, which they are solving.
Building a support ecosystem: What sets Miror apart?
Miror positions itself as a 360-degree care platform, addressing the unique challenges women face during menopause. Its app and website combine digital convenience with a community-driven approach, providing women with everything from virtual doctor consultations to interactive quizzes.
The Miror app has doctor consultations where certified healthcare professionals provide personalised advice; a Community Platform where women can share their experiences and support each other; over 53 engaging quizzes to encourage awareness about menopause symptoms; educational resources for articles and blogs which cover all aspects of perimenopause and menopause and multilingual access to content in regional languages like Hindi, Tamil, and Kannada.
Shetty emphasises that their platform is not only about educating women but is also about involving men in these conversations. “We’re building communities of men who want to support their spouses, mothers, and daughters during this phase,” he notes.
Also, at the heart of Miror’s offerings is Miror Revive, a supplement formulated to alleviate menopause symptoms and enhance well-being. “Miror Revive is a cornerstone of our support system, designed to alleviate common menopause symptoms and enhance overall well-being. Developed through extensive research and collaboration with healthcare professionals, it is a ‘super supplement’ that contains 9+ key ingredients, with 30+ benefits,” Shetty says.
Breaking the stigma: A community-first approach
To reach the right audience, Miror has built India’s largest WhatsApp community for menopause support, with over 1,500 women engaging with expert-led groups.
Shetty elaborates, “Women find comfort in shared experiences which fosters a sense of belonging and support. Real-time feedback from discussions often highlights specific needs and concerns, helping guide our product development and resource allocation. Additionally, many members express a desire for more information on particular topics, revealing educational gaps and underscoring the need for continuous learning efforts. These interactions reaffirm the importance of community and support in navigating menopause.”
Beyond digital spaces, Miror’s outreach programmes in rural areas and the police forces in Bangalore have been transformational. Miror’s partnerships with the National Health Mission (NHM) and the Indian Menopause Society have enhanced the platform’s credibility and reach. Workshops conducted by 4,000 ASHA workers raised awareness, providing many women with the confidence to seek help for the first time. These programmes have made a tangible impact, especially in rural areas where access to information is limited.
The Government of Karnataka has also recognised Miror’s work, further validating its pan-India impact.
“Through workshops and educational sessions, we’ve successfully reached numerous districts to raise awareness about menopause. For example, during a campaign with police personnel in Bangalore, we received heartfelt feedback from participants who expressed relief in discussing their health issues openly for the first time. Many shared that they felt empowered to seek help, breaking down long-standing stigmas around menopause,” Shetty tells us.
Miror’s outreach experiences have also enhanced the learning curve, giving deeper insights into the challenges women face during menopause. “This understanding has enabled us to tailor our approach more effectively. Additionally, by collecting data throughout these programmes, we have identified specific needs and trends, allowing us to create impactful solutions that provide targeted support, ensuring that women receive the right guidance and resources during this transition,” he adds.
Unlocking the potential of femtech in India
The femtech space in India is still relatively niche, its immense market potential yet to be realised. However, for the sector to grow meaningfully, a significant shift in mindsets towards women’s health services and market changes are essential. Shetty emphasises the need for deeper investments in research and innovation: “Fostering research focused on women’s health will be critical to establishing a robust femtech market.”
“For femtech to thrive, we must break the taboos around women’s health issues. Raising awareness and educating people about menopause and related topics will encourage women to seek support,” he adds. Shetty also urges women to prioritise their well-being, drawing on the ‘oxygen mask’ analogy.
Looking ahead, Shetty envisions a transformative shift in women’s healthcare over the next five years. Key trends include increased awareness, technology integration, and a focus on holistic health. “We foresee a rise in educational campaigns, greater use of telemedicine, and a growing demand for integrated care models like Miror’s 360-degree approach, which combines education, community support, and personalised supplements,” he says.
“Government policies will play a critical role in shaping the future of women’s healthcare. Preventative care will become the norm, empowering women to take charge of their health journeys proactively,” he adds.
Becoming a unicorn: Strategies for growth
Going ahead, Miror aims to become a unicorn with a $1 billion valuation.
Shetty reveals several key strategies to achieve the target, saying, “To achieve our unicorn status, we are focusing on expanding our product offerings with new supplements and resources to meet diverse needs. Since we are a femtech, we are scaling up our tech everyday with new innovations to cater to issues related to women’s health post 35, especially for perimenopause and menopause. We are also working on building a strong community through our WhatsApp group and app to foster connections and support. We are utilising user feedback and data analytics to refine our offerings continuously and enhancing our partnerships with healthcare organisations and NGOs. Lastly, we are focusing on creating a strong brand presence.”
Shetty highlights the multi-channel approach that fuels brand awareness—hoardings, social media campaigns, webinars, and workshops—ensuring a wide and engaged audience.
Looking ahead, Shetty envisions transformative changes in women’s healthcare. “The next five years will see increased awareness, holistic care approaches, and better policy support for women’s health initiatives,” he predicts.
Miror aims to expand globally, adapting its model to different cultural contexts while continuing to forge partnerships with healthcare organisations. The platform will remain at the forefront of integrated digital care, combining telemedicine, education, and supplements into a seamless experience.
“Our vision is to create a world where women embrace menopause with confidence, knowing that they have the support that they need,” Shetty concludes.
