How startups are building communities around menstrual health awareness

Menstruation, an inevitable phenomenon experienced by over half of the world's population, has been historically associated with shame and taboo. The situation is even worse in developing nations like India, where institutional biases and customs prevent women from receiving the menstrual health care and awareness they need.

According to a survey conducted by Child Rights and You (CRY), a non-governmental organisation (NGO), nearly 12% of young women were unaware of the cause of the menstruation cycle and thought it to be a curse. Furthermore, 61% of girls acknowledged periods as a source of humiliation in society, whereas just 44% of women admitted to using clothes or homemade products during their periods. 

Considering the situation, many startups in the feminine hygiene domain have emerged as advocates for change, inspired by an urge to knock down barriers and improve access to period care. These firms are significantly altering society's perception and response to menstruation by leveraging technology, engaging with experts, and creating compelling commercials and other initiatives.

Encouraging sustainability

Today, feminine hygiene businesses support sustainable and environmentally friendly period care products. They actively educate the public about the environmental repercussions of traditional period care methods and advocate for the use of ecologically friendly alternatives such as menstrual cups, reusable cotton pads and reusable period panties.

For example, certain companies promote their eco-friendly period products by placing advertisements in autos and providing them free of cost to women.

Owing to the increasing efforts of firms to raise awareness about environmentally favourable menstrual products, the IMARC group has projected that the Indian market for biodegradable sanitary napkins will expand at a CAGR of 33.40% by 2026. Also, by prioritising sustainability, these firms not only improve access to period care but also contribute significantly to a healthier world.

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Utilising social media for awareness

Health and wellness startups are leveraging social media, websites and mobile applications to provide interesting material, dispel myths and promote healthy habits regarding menstruation.

With the power of digital marketing and social media influencers, these firms reach a large audience, especially the younger generation who are open to digital platforms. They also use audio and video media such as podcasts, YouTube and webinars to freely address menstrual health issues and educate menstruators to make informed decisions.

Collaborating with social organisations

To provide accurate and thorough information, feminine hygiene and wellness startups collaborate with specialists like gynaecologists and women's health professionals. These partnerships enable the development of instructional content that is tailored to the individual requirements and concerns of menstruators. They work along with NGOs to establish communities and organize seminars in educational institutions and rural areas to raise menstrual health awareness among young girls and women, particularly those from underprivileged backgrounds.  

Promoting menstrual product accessibility

Nowadays, brands focusing on women's health and hygiene are overcoming the accessibility gap by developing online markets for period care products. These platforms provide consumers with a discreet and simple method to obtain a wide variety of menstrual products. These firms ensure that menstruators have simple access to the things they require by eliminating the stigma and hassle, typically associated with purchasing period care supplies in traditional retail environments.

Designing engaging advertisements

Various wellness firms are defying traditional taboos by designing bold commercials that address customers' queries and concerns. Their ads try to normalise the topic of menstruation, encouraging acceptance and understanding among all genders of society. With open-ended conversations regarding menstruation and addressing common problems, the new-age entrepreneurs are helping to de-stigmatise the menstrual cycle among women.

The bottom line

While radical initiatives by firms in the women's hygiene and wellness industry are eliminating age-old taboos and improving accessibility to period care, it is imperative for all stakeholders, including the government, to unite together and take action.

The government can prioritise menstrual health and hygiene in their policy agendas, investing in resources for boosting access to menstrual hygiene facilities in educational institutions, public places, and underprivileged communities. It can also foster menstrual equity by introducing menstrual awareness into the school curriculum and adopting initiatives that provide free or low-cost period products. In addition, partnerships between public-private sectors can help produce creative solutions, while collaboration with professionals can ensure reliable information and guidance.

(Mahipal Singh, the Founder and CEO of Revaa.)