TheGlitz ‘Super Woman’ Devidutta Dash, Founder, Lemme Be

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Devidutta Dash

Devidutta Dash established Lemme Be in 2020 which has since blossomed into a flourishing homegrown period-care and sexual wellness brand with an impressive annual turnover of Rs.15 crores. By its third year, Lemme Be has not only captivated the Indian urban markets but also established a footing in Australia, Dubai, Kuala Lumpur, and Malaysia.

Devidutta’s Bachelor of Technology degree in Biotechnology placed her in the Telecommunications and Banking industry for 12+ years, the corporate expertise of which paved the path to her entrepreneurial expedition. She then honed her skills further with an executive MBA in Design Thinking and Business Strategy from the Royal Melbourne Institute of Technology, Australia.

Her inclination towards menstrual health management took shape in her formative years when she used to volunteer for the Red Cross. Devidutta witnessed firsthand the challenges faced by young menstruators across the country, so she deep-dived into the grassroots levels to understand the issues plaguing Indian menstruators. This journey eventually led to the birth of Lemme Be as an inclusive, sustainable, and affordable period-care brand tailored to Gen Z.

Guided by a vision to elevate menstrual care standards worldwide and ensure equitable period care, Devidutta envisions Lemme Be to be something beyond just a brand — an inclusive ecosystem for new-age menstruators who are the champions of body positivity, mental and sexual health. Under Devidutta’s leadership, Lemme Be, as a women-centric and direct-to-consumer brand, focuses on an intuitive understanding of its customers and core business fundamentals.

When she is not revolutionizing inclusive period care, Devidutta leads a minimalist lifestyle and supports women’s empowerment, making her personal ethos, align seamlessly with Lemme Be’s broader mission, to establish the brand as a global influencer and amplify the period-friendly message worldwide. Here Devdutta talks to TheGlitz about her endeavours and more…

Over To Devidutta Dash

Devidutta Dash
Devidutta Dash

Your journey has had many momentous milestones. Could you tell us about the life-changing milestones that have molded you to be what you are today?

My Story. Period Campaign: Our campaign titled “My Story. Period” aimed to break away from the sanitized portrayal of menstruation perpetuated by traditional advertising. We wanted to be real, bold, and unapologetic. As a brand, Lemme Be has always championed awareness and normalizing dialogues around periods. The video garnered over 2 million views and sparked candid conversations about mood swings, PMS, sexuality, and body acceptance. It was a proud moment when we received positive PR for showcasing blood and embracing authenticity.

Devidutta Dash with Kalki
Devidutta Dash with Kalki

What are the setbacks you have faced? How did you tackle these setbacks or challenges? And what lesson have you learned from it?

Navigating Setbacks: Like any founder, I’ve faced setbacks. In 2023, during a funding winter, Lemme Be encountered numerous challenges. This led us to make some tough decisions and bring about some changes. Lemme Be shifted gears and prioritized profitability. A journey such as this is painful for all founders and brands. That time was filled with self-doubt, but we persevered. It was a tough test for me as a founder, and the team worked hard to make things work. I can confidently say that Lemme Be has emerged as a brand today due to the team’s collaborative efforts.

When you look back, what are the three qualities in you that have helped you become what you are today?

Three Qualities That Define Me:

  • Self-Cheerleading: As women, we often forget to cheer for ourselves. I decided to be my cheerleader, writing my story and leading an asymmetric life.
  • Embracing Change: Change is at the heartbeat of growth and success. I remain open to change, knowing it’s the only constant.
  • Consistent: I wake up every day and try to build. The consistency in putting in effort and making conscious decisions is what defines a founder. Being able to harbour these three qualities has helped me navigate most challenges in life.

Who are the people who have been the wind behind your wings?

Devidutta Dash
Devidutta Dash

The Wind Beneath My Wings: My small but sincere team who has helped me and Lemme Be navigate the challenges throughout. My lovely customers who believed in Lemme Be have consistently added value to the brand. And my supportive family and friends who have been instrumental in shaping my vision and helping me realise Lemme Be from my vision. They’ve lifted me during tough times, celebrated victories, and fueled Lemme Be’s mission.

Lastly, if there was a quote to define you, what would it be?

The quote that defined me and changed my life: When was the last time you did something for the first time?

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