Case Analysis of
Innovative Products
Jayashree Industries – Affordable feminine

Photo: BBC World

Ankush Kunzru
Section G(PGDM 2014-16)

A brief analysis of the low cost sanitary pad production in India, and the process that
went behind converting the idea from Arunachalam Muruganantham into an global

which he created proved to be very uncomfortable as it did not retain the moistness properly. This lead to him setting a personal objective. - The investment should be nominal - The production price should be affordable - The consumer market is huge and is continuously expanding The Process The initial prototype made purely of high grade cotton. A. Muruganantham also noticed in his survey that one in 10 women in his village and adjoining villages used sanitary pads. the pestle. So Muruganantham designed a low cost machine that would operate at a minimal maintenance and training cost. They required no significant training and could be operated by anyone.5 crores. The process is split into 3 stages: - De-fiberation - Core formation - Soft touch sealing The machines that were designed were simple in their idea(ghandian like the charkha. of taking the market penetration for the pads from a mere 2% to a 100% in his life time. However the new machines that were designed costed INR 1 lakh(cellulose input required variant) and INR 3 lakh(Pulping wool variant). de- Photo: BBC World Service fiberate. The fibres’ helped in the absorption while retaining the shape. The machines that were used at the time to manufacture the pads were very expensive. The cost of the original machinery which was being used by the larger corporations was about INR 3. press and sterilised the pads under ultraviolet.The Idea The Indian market penetration for sanitary pads was around 12% as per a AC Nielsen report. . It took him 2 years to discover that commercial pads use cellulose fibres derived from pine bark wood pulp. He came up with a set of machines that would grind. This meant that a major chunk of the society was not having access to affordable absorbent solutions. etc).

He was deeply inspired to do something that would help his wife and her sisters to overcome this basic problem. Women choose their own brand-name for their range of sanitary pads. This fuelled his creativity to get better alternatives.The Value Proposition In 18 months post its launch Muruganantham built over 250 machines and took them to the poorest and most underdeveloped states. Most of Muruganantham's clients are NGOs and women's self-help groups. Bihar. He dealt with several family issues due to the years of estrangement from his wife and his mother while pursuing his idea. The ability to grow his idea was fuelled by the need to create a paradigm change in the state of the women’s sanitary napkin penetration in India. for the women.5 (£0.Muruganantham also works with schools . Each machine converts 3. Muruganantham initially confronted his wife.23% of girls drop out of education once they start menstruating The Driving Force When A. he found out how she was using a rag to make an affordable choice for the family. so there is no overarching brand . This desire was the reason that he was recognized as TIME magazine’s 100 Most Influential People.025) each. He also faced severe problems while looking for people to volunteer to help him with his prototypes. his one gesture to impress his wife became a dream to start a revolution that would change the entire healthcare landscape for women in Indian and globally. Uttar Pradesh. Rajasthan and Madhya Pradesh. As the footprint and the appeal increased and the product spread to 1300 villages in 23 states. and to the women". A manual machine costs around INR 75. His 5 day experience with the bladder of animal blood and the sanitary pad game him a new perspective on the plight faced by women. . He tested this product on himself under several conditions and tried to replicate the process with using animal blood. This entire period took about 6 is "by the women. He bought a sanitary napkin and found out that with a fraction of the cost of production the pads were being sold at a very high rate making it an unaffordable option for women across India. However being driven by his vision he overcame several obstacles and delivered on his idea. Once he realised the displeasure of the entire episode.000 women to pad usage.The period of the research took several years from the inception of the idea to the designing of the final prototype.000 (£723) which is fractional in comparison to the cost of other machines that are used globally. They can produce 200-250 pads a day which sell for an average of about INR 2. and provides employment for 10. https://www.References      .youtube.product details: company website – Extended story .

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