Aire is redefining how incontinence care is designed and delivered to Asia’s aging population, and it's working. DSG Consumer Partners backed Aire in early 2024 because of founder, Nivedita Venkatesh, and her personal mission to provide dignified, effective, and affordable incontinence care to our seniors. In the last 12 months, we have witnessed Nivedita (Niv, for short) turn an overlooked category into a fast-growing consumer brand that resonates with Singapore's seniors and caregivers.

A Founder's Mission Rooted in Love and Purpose

Aire’s story began with Niv's bond with her grandmother, whose struggles with traditional incontinence products revealed an urgent need for change. What existed on the market were expensive, clinical, and ill-fitting options that stripped away dignity rather than preserving it. Aire was born from a desire to offer seniors something better: products that empower older adults to live freely and confidently. Since launching in June 2023, Nivedita and her team have paired deep personal conviction with sharp execution by scaling Aire thoughtfully across multiple channels while staying anchored in a brand ethos of empathy and community.

Hustle and Heart: The Beginning of Aire

In Aire's early days, Niv hit the ground running with nothing but a vision and a product - Aire Adult Pull-up Pants. On her own, Nivedita set up at NTUC FairPrice outlets, community centres and grassroots festivals where every conversation became a chance to challenge the stigma around aging and incontinence. Through sheer grit and a strong sense of purpose, she turned everyday spaces into hubs of education and empathy, laying the groundwork for Aire's growth and powerful bond with its community. To date, Aire has partnered with numerous Active Aging centers, organized workshops with NTUC Health and the People’s Association - bringing physiotherapists and geriatric doctors along to spread awareness about incontinence and ways to manage it through exercise and diet - impacting thousands of seniors and their loved ones across Singapore.

Aire Today: Growing up and Aging well

Since our first investment in Aire, the brand has expanded from a single product to a range of 9 products available across omnichannel touchpoints. Each new SKU has been shaped by direct consumer conversations and real-time feedback to solve what customers actually need. As the team has expanded and leadership has strengthened, Aire has stayed rooted in its community-first approach: building momentum across channels, translating insight into innovation, and riding the tailwinds of a powerful demographic shift.

1. Growing Momentum Across Portfolio, Channels and Communities

Over the past 12 months, Aire has scaled 7x in revenue while maintaining healthy gross margins and steadily improving its bottom line. What began as a single DTC channel has evolved into a robust omnichannel presence: online through their website, Shopee, TikTok, Lazada, RedMart, and Watsons Online; and offline across a growing network of retail partners, including NTUC FairPrice, Sheng Siong Supermarkets, Prime Supermarket and more.  

The team has a relentless focus on best-in-class execution in retail, ensuring each touchpoint is an opportunity for customer delight. Online, Aire continues to challenge assumptions around what brands for seniors can look like; on their TikTok, they pass the microphone back to seniors and change stereotypes around incontinence -  driving engagement with numerous videos crossing hundreds of thousands of views (check it out here).

Beyond retail, Aire is now embedded within Singapore’s trusted healthcare ecosystem. Aire has partnered with the National Healthcare Group (NHG), SingHealth and the National University Health System, which include institutions like Tan Tock Seng Hospital, National Cancer Center, National Heart Center, Khoo Teck Puat Hospital and many more. These strategic placements not only expand access but also reinforce Aire’s credibility by aligning with institutions that caregivers and seniors deeply trust.

On the ground, Aire drives community engagement through roadshows, workshops, and partnerships with organizations such as the People’s Association. These touchpoints build trust and visibility directly within the communities Aire serves. Through a robust sampling program, Aire also encourages those with incontinence or new to the category to try a free sample. With up to 40% of Singaporeans experiencing urine leakage and facing stigma, Aire provides a discreet, supportive, and empowering solution that breaks taboos and encourages confident trial. (Sign up for a free sample for yourself or your loved ones today!)

2. Purpose-Driven Innovation

Aire’s portfolio now spans 9 SKUs, expanding beyond its flagship Adult Pull-Up Pants to include Ultra Protection Pants and Tape-Style Diapers. Engineered for enhanced absorbency, breathable comfort, and a fit designed for Asian body types, these innovations solve real, overlooked problems in incontinence care.

Offering both product formats is intentional. Pull-Up Pants promote independence - discreet, comfortable, and easy for seniors to manage themselves. Tape-Style Diapers, in contrast, are ideal for overnight use and offer a better fit for those with limited mobility, making care easier for both users and caregivers.

This sharp focus on thoughtful, high-quality product design with impeccable customer service has earned Aire strong consumer advocacy, reflected in a 4.9-star average rating from over 3,600 reviews, nearly 3,500 of them five stars.

In a category often dominated by clinical, commoditized offerings, Aire leads with empathy. Its innovation process is grounded in a deep understanding of aging, mobility, and dignity, thereby supporting seniors in living actively, confidently, and comfortably. Aire has also redefined what a senior care brand can be - challenging the stereotypes around older adults and what living with incontinence can mean, encouraging active ageing with no boundaries.

3. Riding a Powerful Demographic Wave

Aire operates at the intersection of two powerful forces: Southeast Asia’s aging population and rising awareness around personal health and hygiene. In Singapore, Malaysia, Indonesia and Thailand, there are 36.9 million adults aged 65 and above, creating one of the fastest-growing and most underserved aging populations globally [1].

While Western countries and Japan have a high adoption of adult diapers with penetration rates reaching 70-80%, Southeast Asia remains under-penetrated at ~3% [2]. Aire’s accessible product portfolio is uniquely positioned to address this gap, offering trusted, high-quality solutions to millions of seniors across the region.

Looking ahead, Aire will continue innovating across its core products, refining absorbency technologies, breathability and fit to meet the increasingly sophisticated expectations of its growing customer base.

The Rising Demand for Aging Wellness Solutions

Global aging is one of the most defining demographic shifts of our time and it’s driving unprecedented demand for elderly incontinence care. In 2022, the global retail adult incontinence market reached a value of USD 13.2 billion, and is projected to grow at a CAGR of 7.2%, reaching USD 18.6 billion by 2027 [3]. The Asia-Pacific region is at the forefront of this surge, with its retail adult incontinence market valued at USD 3.5 billion in 2022 and expected to grow at an even faster CAGR of 9.4% to reach USD 5.5 billion by 2027.

Within Southeast Asia, the trend is equally pronounced. In Singapore, Malaysia, Thailand, and Indonesia combined, the retail adult incontinence market is set to grow from USD 242 million in 2022 to USD 389 million by 2027, at a CAGR of 9.9% [4]. Despite this growth, product adoption rates lag far behind Western markets. This presents an extraordinary opportunity for Aire to serve a fast-expanding segment as the region catches up with global adoption trends. Older consumers not only shape these trends, but vote with their wallets, driving up to 30% of consumer expenditure growth in the region [5], yet are underrepresented or stereotyped when it comes to brand building.

Why We are Doubling Down on Aire:

1. ‍Early Validation of a Scalable Model: Aire's traction so far shows strong demand for a more thoughtful approach to incontinence. While still early in its journey, we are confident that Aire’s consumer-first approach can unlock a significant long-term opportunity in Southeast Asia’s aging economy.
2. ‍Redefining a Neglected Category: Aire challenges the status quo of legacy brands by reframing adult diapers as 'freedom pants,' building a brand that is warm, inclusive, dependable and emotionally resonant. Its brand and marketing, product design, and community engagement position Aire stands out as a fresh, human-centered alternative in a space that’s overdue for change.
3. ‍Strong Traction Built on Capital Discipline: In just over a year, Aire has grown ARR by 7x, expanded into 100+ points of sale, and secured key healthcare partnerships, all while operating with remarkable capital efficiency. Founder-led execution has stretched every dollar to grow sustainably.
4. ‍A Founder Who Is Here to Make a Difference: From day one, Niv has approached Aire as a personal mission, not just a business. She has tirelessly grown Aire door by door, conversation by conversation and event by event across Singapore. Niv’s relentless hustle and deep empathy for her users have been the driving force behind Aire’s early success.

DSG Consumer Partners is proud to continue backing Niv and her team, and more broadly, the mission behind Aire. This round gives Aire the runway it needs to go deeper with its product innovation, expand across Southeast Asia, and continue building a new standard for elder care: one rooted in empathy, quality, and trust.

Footnotes:

[1] United Nations Department of Economic and Social Affairs, World Population Prospects 2024

[2] Statista, Incontinence - Southeast Asia

[3] Euromonitor, Global Adult Incontinence Report 2024

[4] Euromonitor, 2025 Reports on Retail Adult Incontinence in Singapore, Malaysia, Indonesia and Thailand

[5] Bloomberg, The Future for Asia’s consumers: From Insta-Grannies to Eco-Shoppers