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How we sold our first million pads

Here’s a story of how we sold more than 1 million sanitary napkins in a span of 12 months reaching out to more than 1 Lakh rural women across Maharashtra, Karnataka, Chhattisgarh, Manipur and many more. With the innovation in the product, production and local distribution we provide access to high quality ultra-thin sanitary napkins at an affordable price in these villages, through Sanginis, a group of women healthcare workers.

1 million

Founded in 2015, we commenced our operations in 2016 and have designed the world’s first compact, modular and automatic machine named ‘SWACHH’ that makes ultra-thin sanitary napkins. The automation reduces human errors and keeps the production rate high, to ~ 15,000 pads per day, while also reducing the cost of production. Further, the decentralized production enables a reduction in distribution cost by almost 30% leading to an overall price reduction.

Suhani Mohan, Co-founder and CEO, Saral Designs said “We are delighted to achieve this milestone in a short span of time. At Saral Designs, we believe that menstrual hygiene is the right of every Indian woman and we are committed to providing that last mile accessibility to high-quality pads. While innovation in technology and decentralized distribution have made the pad affordable by almost 50% as compared to a global brand, the percentage of first-time users of pads and our repeat buyers reaffirm the quality of our product. However, a vast majority of Indian women are still using unhygienic modes during their menstruation period. From our own survey in rural areas, we found a lack of awareness of hygiene, lack of accessibility and lack of affordability among the primary reasons discouraging rural women to switch to using sanitary pads.Hence, we are investing in awareness programs to address social challenges including taboo around menstruating women.”

Sapna Marade, a happy consumer and repeat buyer of Active Ultra from Kadav, Karjat says-I hardly go to the town as I feel shy asking my family members to get pads for me. Hence, I had to use cloth. Now that Sangini didi sells pads in our village, it is very convenient for me. Now, I use Active Ultra pads only. I like the quality of pads too”.  

Happy Customers of Active
Happy Customers of Active

As a part of our school intervention program, we also installed vending machines across 14 low- income schools across many villages in Maharashtra. We recently put to test our delivery model to measure its impact by conducting a survey across 60 villages and observed the following outcomes:

  • 52% of the total users of our product were cloth rag users before.
  • 3% of buyers feel that easy accessibility at the last mile has led to using them pads regularly.
  • 88% of the users who switched from other brands believe the product quality was much better. Remaining find it on par with the products they used before.
  • For our healthcare workers (Sanginis), apart from the added income, they said that they take pride in selling our pads and spreading awareness about menstrual hygiene.

Our learnings from this survey have been that increased access, coupled with a high-quality affordable product has enabled multiple women to make the switch towards hygienic menstrual hygiene solutions.

Reaching the ‘1 million’ target has been one of our biggest achievements. It reinforces our belief that we are heading in the right direction towards formidable change. This year we also reached out to people who are in genuine need of hygienic menstrual products, fostered strong partnerships and have had experiences that make this journey so much more meaningful. We are truly grateful and humbled by all the support and love we continue to receive.

Team Photo

(P.S To learn more about the survey, you can read our blog post – Health Impact Monitoring System which is a detailed and well – researched survey on our door to door delivery model.)

Health Impact Monitoring System

Health Impact Monitoring System

At Saral Designs, we constantly put to test our interventions and measure its impact on various communities. Our aim is to design a better future in menstrual hygiene via our decentralized production and unconventional distribution mechanisms. Through our initiative, we have sold more than 1 million pads in less than 1 year and have a presence in towns and villages of Maharashtra, Karnataka, Chhattisgarh and Manipur in India, Bangladesh and Dubai. This Survey has been researched extensively in an attempt to make available all our findings for everyone’s use.

Of the various mechanisms for increasing last mile access, we have been working on creating a sustainable channel for door to door distribution of pads in villages of India. This study is to understand the key objectives and measure outcomes and impact of this delivery model.

YOYOYO

The survey was conducted by Sanginis who are trained village women for sales and awareness creation. They have a thorough knowledge of geography and members of the village, basic literacy up to class 10 and are comfortable travelling in the village and to the training centre when required.

The objective of the monitoring system is to provide continuous data to track the increase in knowledge about menstruation and health benefits and usage of hygienic menstrual products. The program will measure and track the awareness, intention to use, reported usage data and health seeking behaviour.

Of the 60 villages (a total menstruating population of ~25,000 women) we have a presence in,(via our door to door health workers -Sanginis), we interviewed 100 women. The sample size is ~0.4% of the total target population.

YOYOYOYO

The sample size has been arrived at on the following considerations:

  1. The chances of the program having different responses for different villages
  2. The sample size should be sufficient enough to provide an estimate of product usage and awareness for the total target women

Survey Mechanism

  1. Out of 60 villages in Raigad district of Maharashtra where the program is active, we selected 5 villages to do the survey(Kadav, Kalamb, Neral, Pali and Wadwali).
  2. 5 villages were chosen so as to include regions with the strongest sales and the worst product sales to get a balanced perspective and range of feedback.
  3. The survey questionnaire and data was collected from the users and Sanginis of the village.
  4. It approximately took a month to complete one round of data collection.

Analysis of the Survey:

YOYO

YOYO2

 Post our intervention in these villages we found that, there were 0.01% respondents who continued to use unhygienic cloth rags, 0.04% were using a pad for incorrectly (for Eg. Using the pad for more than 10 hours a day). 100 % of the Sanginis said that apart from the additional income, they take pride in spreading awareness about menstrual hygiene which ensures better health of their village women.

From this survey and our interventions, we have found that increased access, coupled with a high-quality affordable product has enabled multiple women to make the switch towards hygienic menstrual solutions.

However, our work does not stop here as there is still a need to continue and strengthen the MHM awareness programs to ensure 100% hygienic and proper usage of sanitary napkins.

 

FOR MAXIMUM IMPACT, LISTEN MORE AND SPEAK LESS – By Anchal Srivastava

Every story, each poem that a person shares, each voice that speaks about menstrual taboo, inspires me and brings me closer to breaking this taboo…

I belong to a business class family from Lucknow (U.P.) and am currently pursuing my M.B.A from Banasthali University, Rajasthan. A few years ago, I realized the urgent need to tackle the problem of menstrual hygiene, when my mother suffered from ovarian cancer in 2012 due to an infection in her vagina because of fluctuation in her menstrual cycle. This made her suffer a lot for 2 years. But she came out stronger from this and recovered completely. It’s not just the story of my mother but, the story of millions of other women in India suffering from the same cause. These reasons drew me to this topic and I wanted to bring about a change in menstrual hygiene management; as it’s a matter of dignity for every woman.

Thus, began my journey in this field. I worked on creating awareness regarding menstrual hygiene with rural women of Rajasthan during my first year of MBA. As a part of my MBA curriculum, I have been interning with Saral Designs, a product driven start-up focusing on designing a better future for menstrual hygiene management by producing sanitary pads of high quality at an affordable price. At Saral, my learnings have only doubled as I have been exposed to the problems at the grass root level. Every day is a learning experience for me and my colleagues play a vital role in this journey.The team at Saral is very dedicated and passionate about the issue and work very hard towards improving the state of menstrual hygiene in India. I work across various parts of Maharashtra to understand the prevalent situation of women on their periods.

Recently I conducted an event on menstrual hygiene day at YTM College of Management and Dental Science, Navi Mumbai. The objective of the event was to create awareness and bust various myths on menstruation. I sat at a corner in the auditorium with over 100 students, patiently observing the crowd and scanning my audience. The students sat quietly with no participation from their side. Even though the students were from a medical background, there was no active participation from their end. They were shy and very uncomfortable to open up about the topic of periods. In the meantime, I was making a mental note of the various activities I can conduct to get active participation from the crowd.  As soon as I went to the podium, I started with an ice breaking game and a video which instantly got the crowd on their feet. I talked about the superstitions behind myths, scientific facts about menstruation and tried to bring light to the misconceptions people have about periods. Apart from creating awareness about menstruation, I spoke about the sanitary pads we, at Saral Designs make – Active Ultra and also distributed a few free samples of Active Ultra to the crowd. The moment I left the stage, people clapped and hooted loudly, that’s when I realized the event was a success.

I was happy that I could inspire the crowd to engage in a discussion on menstruation. I take back this great experience, knowledge from other speakers as a valuable learning in my bag. This is what Saral gave me in just half a month. I look forward to the rest of the  5 ½ months to go with Saral; to learn, to experience and delve much deeper into the world of menstruation and break the taboo!

Taxing periods in India — the old & the new way

We all know that sanitary napkins are going to be taxed at 12 % GST. But, many of us are still unsure of its implications as a consumer and manufacturer. 
As most discussions currently revolve around the impact of GST on sanitary napkins and why sanitary napkins should be made free, we have our very own Suhani Mohan breaking it down for us in a lay man’s term.
#taxfreeperiods #lahukalagaan #healthfirst
Read more to find out.

That Time Of The Month

23% of girls drop out of school once they start menstruating
66% girls are unaware of menstruation

3%

“That time of the month” campaign will impact 1500 girls.The campaign will involve conducting 3 Menstrual Hygiene Awareness sessions per school and improve access to good quality sanitary pads, by supplying each girl with her annual need of 24 packets. The awareness session will be conducted by experts of Sukhibhava Foundation and Saral Designs will provide best hygiene products to manage periods.

Through this campaign, we aim to enable girls to manage their periods safely, hygienically and with dignity.

It only takes Rs. 999 to equip one girl with knowledge and habits to fight reproductive track infections, missing days of school and lack of confidence.

Contribute Now

awareness

Knowledge and Implementation Partner

Sukhibhava Foundation
www.sukhibhava.org.in

Sukhibhava Foundation, is a social enterprise working in the intersection of urban health, community change and empowerment. We aim to change the narrative around this by creating awareness about menstrual health and providing access to affordable sanitary pads to women and girls from underprivileged communities. We create a behavioural change from biological, sociological, gender-related and rights perspectives.

Saral Designs wins the National Entrepreneurship Award

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Home Minister Shri Rajnath Singh presented the First National entrepreneurship awards 2016 in New Delhi. The awards have been presented in order to recognize the entrepreneurial spirit of India’s youth and encourage more young Indians to become entrepreneurs.

Saral Designs won in the Chemicals, Pharma, Bio and other processed material category along with a prize money of Rs 5Lac.

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