Anju Bist of

Mata Amritanandamayi Math,

the woman behind Saukhyam
reusable sanitary pads
BRAND BUILDING /
AWARENESS CAMPAIGN
SAUKHYAM REUSABLE
SANITARY PADS
April-June 2018

Client
Mata Amritanandamayi Math
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The Unreached

Only 57% of girls and

women in the age group
15-25 years in India have
access to hygienic
menstrual products

The result:
 Girls miss school or drop
out altogether
 Women suffer
productivity loss

What is the solution? Certainly not the modern sanitary pads!

The Issue
Non-Compostable Sanitary Waste Is A Huge Threat To Health And Environment

 The modern sanitary napkin is 90% plastic – it will

take 800 years to bio-degrade!

 Burning the napkins releases highly toxic and

carcinogenic dioxins and furans in the air

 The absorbent material in the napkins is fluff pulp

made from cutting down trees

 Bleaching of pulp with chlorine produces dioxins,

which are absorbed by the female body

 Dioxins are highly toxic, causing cancer and

disruption of immune and hormonal systems
 The Waste
 More than 9,000 tons of
menstrual waste is
generated in India every
month, clogging drains and
littering the landscape

 A woman uses 8,000-10,000

sanitary napkins during her
menstruating lifetime

 If every woman in India

were to use disposable
sanitary napkins,
58,50,00,00,000 soiled
sanitary pads would be
discarded annually in the
country. Each of them will
last for 800 years!

The Sustainable Solution: Reusable sanitary pads made of cloth and banana fibre
The Campaign

 Highlight the negative environmental and health effects of modern

disposable sanitary pads, and how their widespread use is
unsustainable

 Create awareness about reusable pads made of cloth and organic

absorbents like banana fiber – these are easily bio-degradable, with no
harmful effects to health or environment

 Position Saukhyam reusable pads created by Anju Bist of Mata

Amritanandamayi Math as an attractive reusable option to modern
plastic-based sanitary pads. The pads are manufactured by
underprivileged women in villages to create job opportunities
The Campaign: Strategy & Tactics
 Awareness-building media workshops in
several cities across India, attended by more
than 70 journalists

 More than 30 one-on-one relationship-building

meetings of the inventor of Saukhyam
biodegradable pads with key journalists in
multiple cities

 Distribution of free product samples to women

journalists for use and review

 Leveraged the release of the Hindi movie

“Padman” to drive coverage

 Female reporters were especially targeted for

stories

Media workshop in Chennai

The Outcome
 The PR campaign generated 45 high-quality news clips, including 19 clips in prominent newspapers and magazines, and
26 online news links

 The Saukhyam pads were written about by leading newspapers of India, including Times of India, DNA, The Hindu, Mail
Today, New Indian Express, The Pioneer, Statesman, etc.

 Prominent news Portals such as NDTV, Scroll, Quartz, New Indian Express and Deccan Chronicle did exclusive stories on
Saukhyam reusable pads

 The Mail Today newspaper in Delhi – published by India Today group in association with Daily Mail of the UK -- did an
anchor story on page 1 on Anju Bist and her Saukhyam pads.

 Prominent newspapers promoted their stories on Saukhyam pads on social media handles

 Prominent retail chains placed orders or sent enquiries for Saukhyam pads

 Enquiries from across the country for Saukhyam pads increased manifold

 Lingering effect – Anju Bist continues to be quoted in newspapers about reusable pads and has emerged as the thought
leader in the space

The prestigious “Times of India” newspaper labelled Anju Bist as the “Padwoman of India”
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 CONNECT WITH US

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