In celebration of Women’s Day, FemTech India is spotlighting female trailblazers from our global community. Throughout March, we’re sharing the stories of inspiring women from diverse backgrounds who are driving innovation in FemTech and beyond—amplifying their voices and contributions to the industry.
Interview with Priyanka Aggarwal based in Singapore, founder of Aura Fem Health.
We are honored to feature Priyanka Aggarwal, founder of Aura Fem Health. Born and raised in India. In a world where complexity often leads to chaos, she thrives on finding patterns, making sense of disorder, and solving real-world problems. With a foundation in computer science engineering, her love for algorithm design taught her the power of structured solutions. But she wanted more than just working with code—she sought to understand people, markets, and businesses at their core.
Her journey took an unconventional turn when she moved to remote parts of India as a sales manager, engaging with end-users, sales teams, and distributors. This hands-on experience provided invaluable insights into cash flow management, value creation, and relationship building. From there, she transitioned to PepsiCo, spearheading innovation for Kurkure and launching products like masala nuts—offering a fun and convenient twist on traditional Indian snacks.
Determined to expand her global perspective, she pursued an MBA at Wharton, where she was honored with the Joseph Wharton Scholarship. This transformative period exposed her to high-growth ventures, international markets, and entrepreneurial ecosystems. From working with a startup in Israel and scaling a mobile analytics firm in Kenya to launching a natural oral care business in the U.S., her experiences solidified her passion for building impactful solutions.
Her career then took her to McKinsey, where she advised Fortune 50 clients, and later to leadership roles at Kimberly-Clark and Heineken. But amid her successes, she noticed something troubling—the more she pushed forward, the more her body pushed back. This personal struggle became the catalyst for her entry into FemTech.
“I thrive in complex, unstructured environments—I love finding patterns, making sense of chaos, and solving real-world problems. That curiosity led me from coding to consumer businesses, from remote villages in India to leading global strategy roles. But through all of this, I started noticing something—the more I pushed, the more my body pushed back. That’s what ultimately led me to FemTech.”
The Birth of AURA: Bridging the Gaps in Women’s Health
By 2020, her health was failing her. Despite excelling in her career, she felt like she had only one good week a month. Frustrated, she turned to research, conducting in-depth qualitative and quantitative studies. What she found was alarming:
- 9 out of 10 women suffer in silence.
- 85% feel dismissed by the healthcare system.
- Most doctors have limited training in women’s health beyond the basics of hormones.
The standard solution? Birth control pills—offered as a one-size-fits-all fix in a fractured system that overlooked the root causes. More frustratingly, over 70% of FemTech investments focused on fertility, as if women’s health only mattered during reproductive years.
Determined to create change, she built her own panel—integrating modern medicine, ancient healing, and behavioral science. This holistic approach led to the creation of AURA, a personalized health companion for women.
“Over 70% of FemTech funding is focused on fertility, as if women’s health only matters when we’re trying to conceive.”
Overcoming Challenges & Driving Impact
The journey to building AURA was anything but smooth. Trust in new health solutions is hard-earned, as many women have been let down before. Most normalize their struggles, making them less likely to seek solutions. Integrating different healing approaches—modern medicine, ancient wisdom, and psychology—was another uphill battle. Additionally, defining the right business model posed its own set of challenges: Should AURA integrate diagnostics, supplements, and practitioners, or remain a purely digital health platform?
Yet, the response has been overwhelming. In just seven months since its proof-of-concept launch in October 2024, AURA has engaged thousands of women, proving the demand for an approach that listens, understands, and transforms.
One of the biggest lessons learned? Knowledge alone isn’t enough. Initially, the belief was that giving women insights into their health issues would empower them to take action. But health is more than awareness—it’s about behavior, mindset, and accountability. This realization led to incorporating coaching, transformation pathways, and behavioral science into AURA, making health an immersive and sustainable journey.
Another challenge was reducing customer acquisition costs. Traditional social media ads weren’t converting effectively, leading to a strategic pivot towards community partnerships and practitioner collaborations. This shift unlocked deeper trust, stronger connections, and higher engagement.
The Future of FemTech: A Paradigm Shift
Women’s health has long been an overlooked sector, but the tides are turning. The next five years will see major shifts:
- Holistic, integrative medicine will take center stage, bridging modern and traditional healing approaches.
- Mental and physical health will no longer be separate, embracing a whole-body approach to care.
- FemTech will expand beyond fertility and menopause, recognizing that women’s health is a lifelong journey.
- The adoption of digital health solutions will accelerate, moving from niche to mainstream.
Yet, challenges remain. Women’s health struggles are often invisible, making it harder for male-dominated investor circles to grasp the urgency of funding solutions. The industry lacks a clear regulatory framework, adding uncertainty to innovation. And despite the known benefits of preventive care, funding still leans heavily toward chronic disease management.
“9 out of 10 women are silently suffering, and 85% feel dismissed by the healthcare system. I saw firsthand that modern medicine often offers Band-Aid solutions instead of addressing root causes. ”
Redefining Women’s Health: A Call to Action
AURA isn’t just another health app—it’s a movement towards personalized, proactive care. By connecting the dots between hormones, gut health, mental well-being, lifestyle, and environment, it transforms healthcare into a gamified, engaging experience. Using AI, behavioral science, and coaching, AURA isn’t just about delivering information—it’s about driving real transformation.
For those entering FemTech, the advice is clear: Listen deeply, move fast, and focus on impact over vanity metrics.Success isn’t about likes or downloads; it’s about engagement, retention, and tangible health outcomes.
The ultimate goal? To redefine how women’s health is perceived, funded, and addressed. It’s time for healthcare to go beyond fertility and menopause, ensuring that women’s well-being is prioritized throughout every stage of life. By fostering stronger regulatory frameworks and uniting FemTech founders, the industry can drive meaningful change on a global scale.
Women deserve better—and the FemTech revolution is just getting started.
About FemTech India – Ecosystem for Women’s health tech startups
FemTech India, India’s first and largest industry network of founders and investors in women’s health, supports companies with market access and growth strategies to drive innovation and partnerships.As a Member of UNFPA, supporting companies in science and technology, across South Asia.
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If you’re a trailblazer in women’s health or FemTech, we’d love to hear your story! Share your journey and insights with us at info@femtechindia.com. Together, let’s amplify the voices driving positive change.
