Shiromi Masakorala, Executive Director of Hemas Outreach Foundation / AYATI Trust Sri Lanka & Consultant of Hemas Holdings PLC, and Dr. Chamodya Fernando at Hemas Hospitals officially launched the app

Hemas Holdings PLC on October 15 launched a new app named ‘Fio’. It becomes the country’s first trilingual period tracking app and will empower women to handle menstrual health issues with confidence. The picture shows officials of Hemas Holdings PLC at the launch of ‘Fio’

 (Pix by Waruna Wanniarachchi)  

The latest digital technology is being best used to help Sri Lankan women, most of whom are silently suffering from complications in menstrual cycle, through the use of an app named ‘Fio’. Created by Hemas Holdings PLC together with its leading feminine hygiene brand Fems, ‘Fio’ is the country’s first trilingual period tracking app and was launched on October 15. The app is designed to empower women by providing credible menstrual health education, cycle tracking, and a safe space for personalized health advice.

The ground breaking app drives Fems’ mission to enable women to be independent and rise; breaking the taboo surrounding menstruation and promoting period support for women across the nation. Fio is designed to be a 100% free resource, enabling users to track their menstrual cycles, give access to trustworthy menstrual education and engage in discussions with medical professionals. Breaking further barriers, the app is available in Sinhala, Tamil and English, ensuring inclusivity and accessibility for all women in Sri Lanka.

Fio was developed in response to questions received through the Fems Fio WhatsApp chatbot, which generated 17,000 automated messages and facilitated over 4,000 individual chats within 40 days of its launch in August 2023. This revealed a critical gap in knowledge and awareness about menstrual health and indicated a strong need for personalised menstrual health support.

Co-created with medical professionals, ‘Fio’ presents unique features including users being able to easily log their period dates to receive accurate predictions on their cycles and ovulation. It ensures these predictions and the educational resources in the insights section are medically sound and offer valuable coping strategies. 

Additionally, the app features an ‘Ask a Doctor’ function for personalised health advice, a community section for sharing experiences and seeking support, reminders for important dates, and an e-store for convenient ordering of sanitary products; all aimed at building a supportive and informed environment for users.

“The introduction of the Fio app reflects our deep commitment to breaking the silence and societal barriers around menstrual health in Sri Lanka. By empowering women with access, knowledge, and control through an inclusive solution, we are helping women across the country rise above outdated stigmas and take control of their health with confidence,” said Janakie Karunaratne, Director - Group Corporate Affairs, Hemas Holdings PLC.

Fio is more than a period tracker; it is a safe and knowledgeable community platform designed to support women at every stage of their menstrual health journey. Fems has also partnered ‘Ayubo Healthcare Solutions’ to connect users with access to verified medical professionals. The app is available for download on both iOS and Android platforms. Fems partnered Afno Asia Pacific to develop the app. 

“We realised there was a widespread lack of understanding about period health, which inspired us to create an accessible platform available in all three local languages. Fio provides all Sri Lankan women with access to the tools to strengthen their understanding of menstrual health and hygiene,” Shiyan Jayaweera, Director of Marketing, Hemas Consumer Brands stated. 

“Fio will continue to evolve as a knowledge platform and a safe place for all girls with period-related questions. Our goal is to create a community where no question goes unanswered, and every user feels supported in their menstrual health journey,” added Sachini Gamage, Marketing Manager, Fems.

The Fio app launch is an important milestone in Fems vision of empowering women by driving a culture of health, knowledge, and inclusion. It is a platform designed to give women the confidence to take control of their menstrual health, regardless of language or background.

Established in 2004, Fems, a feminine hygiene brand is driven by a mission to enable women to be independent and rise above societal constraints. Committed to offering a range of affordable, high-quality sanitary napkins accessible to women from all walks of life, Fems has added Aya to its product range, which is specifically designed to meet the needs of budget-conscious consumers without compromising on quality. 

At the core of the brand purpose is a dedication to educating households about menstrual health and hygiene, while simultaneously working to dismantle social stigma surrounding menstruation. Fems stands as a beacon of empowerment, a trusted ally that believes in women’s potential, supporting their journey, and celebrating their strength. 

(SF)