Menstruation is no longer a barrier to attending one of the most important cultural and spiritual events in the world thanks to a monumental initiative by Niine Sanitary Pads, which has brought menstrual hygiene awareness to the center of India’s largest religious gathering, the Maha Kumbh Mela in Prayagraj. Working with Vatsalya Seva Samiti and local authorities, Niine has distributed an incredible number of sanitary pads to women attendees, a number that will continue to rise until the end of the Kumbh Mela. Niine has always been a courageous, homegrown challenger, fostering meaningful conversations with initiatives like ‘Let’s Talk Period.’ This latest effort marks yet another important milestone in that ongoing journey!
This campaign is being praised as a groundbreaking effort in the battle against menstruation stigma after going popular on social media. Millions of people have watched videos of Niine’s volunteers handing out sanitary pads, which have sparked discussions about accessibility, awareness, and the necessity for brands to actually affect social change. Its success and influence on the ground are demonstrated by the overwhelmingly positive response from women at the Kumbh, many of whom expressed gratitude for a program that recognizes their needs and offers a straightforward but essential solution.
“We believe that menstrual hygiene is essential to women’s health and dignity. By being present at the Maha Kumbh Mela, we are not just providing sanitary pads but fostering an environment where women feel empowered and supported. Our mission is to break the silence surrounding menstruation and promote awareness, ensuring every woman has the resources to participate fully in her community. This initiative is a testament to our commitment to social change and the importance of coming together to address the challenges women face everywhere. We hope this empowers women and encourages them to speak up about their needs,” says Gaurav Bathwal, Co-Founder of Niine.
“Menstrual hygiene is a fundamental right,” said Ameya Dangi, CEO of Niine. “We chose to be present at the Maha Kumbh Mela because access to sanitary pads is needed everywhere, more so at such large public gatherings where access to period care can be challenging for women attendees. Niine has always believed in using such public platforms to raise awareness on menstrual hygiene, and the Maha Kumbh Mela gives us such an opportunity.”
Niine’s continuous attendance during the Kumbh Mela is a powerful message in support of normalizing menstruation and ensuring that everyone has access to menstrual hygiene. Although this program is becoming more popular in cities, women from rural and semi-urban regions, many of whom have difficulty obtaining sanitary goods, are also finding it to be powerful and motivating. It’s a step in the direction of a society that is more understanding and inclusive.
Niine’s presence at the Maha Kumbh is more than just a corporate social responsibility initiative; it is a movement that alters attitudes, offers crucial hygienic assistance, and makes sure that menstruation no longer prevents people from participating in public life. As this project gains significant traction, Niine reaffirms its steadfast dedication to being a socially conscious company that is dedicated to making a difference. This demonstrates that when companies like Niine advocate for social causes, the public takes notice and becomes more confident in the strength of group effort.
