Niine Sanitary Napkins, the made-in-India, affordable yet premium sanitary napkin brand has managed to sell 42 lakh sanitary napkins within the first year of its inception, establishing a footprint in 9 states across 149 cities in India. The company, which focuses primarily on generating menstrual hygiene awareness in Tier II and Tier III cities, managed to reach out to 2.5 lakh women directly through a number of initiatives like the free distribution of sanitary napkins and awareness workshops.
On the occasion of its first anniversary, Niine will donate 15,000 packets to the non-profit initiative, My PadBank in a mega event to create the ‘Pad of Unity’ to generate menstrual hygiene. With an aim to break the taboo around periods, My PadBank will create the country’s largest sanitary pad, measuring 70 feet x 30 feet, in the heart of the national capital.
In Kolkata, Niine will be donating more than 100 vending machines sponsored by various NGO, in association with the Sanmarg Aparajita Awards Association. In addition, the company will be launching a #freedomofniine campaign, a donation drive aimed at making sanitary napkins more accessible and promoting awareness around menstrual hygiene. The #freedomofniine campaign aims to reach out and motivate people to make a contribution by donating as little as Rs. 9 to help improve menstrual health in India. In association with NGOs like JCI India, Niine will be reaching out to citizens from across the country and urge them to pool in their resources and donate sanitary pads to those in need.
On this occasion, Mr Amar Tulsiyan, Founder, Niine Sanitary Napkins said, “As per records, only 18% of women in our country have access to sanitary hygiene. Hence, the reproductive health of girls and women of our nation is a matter of huge concern today. The only way to address this issue is by not just reaching out to women but also the men in India, educating them of the perils of not using a sanitary napkin. We are extremely glad that through this initiative taken by us, we have been successful in reaching out to such a huge number of women across the nation. We need to bridge this gap and encourage both men and women to not just talk about menstrual hygiene but also encourage women to use sanitary napkins. In the coming years as well, we shall continue to work towards this goal and reach out to many more women who are not aware of this issue. We are confident that our constant efforts will be able to bring about the much-needed change around the taboos related to female health and hygiene.“
The company also started the ambitious Niine Movement, a three-year plan to bridge the gap between the 18% of menstruating women in India using sanitary napkins, and the rest 82% predominantly engaging in unhygienic practices. It also aims to tackle the taboos associated with menstruation by engaging all genders and ages to step forward and join hands to promote menstrual hygiene awareness.
Niine has also emerged as the first Sanitary napkin company to have launched a period tracker app, The Niine Period Tracker, which enables women to track their period. The company has also installed vending machines at government offices, corporates, schools and hospitals, thereby ensuring the availability of sanitary napkins in public places.
Niine is the first quality, affordable sanitary product for the women of India available in fluff category. They also introduced the ultra-thin napkin for active girls and women at extremely affordable rates. The company had also organized the country’s first nationwide mega campaign, Run4Niine across 500 cities in India to generate awareness around menstruation. The event was held on the 8th of March 2019 to mark International Women’s Day.
About Niine Sanitary Napkins:
Niine Sanitary Napkins is a premium, yet affordable sanitary napkin brand launched by Shudh Plus Hygiene Products. Headquartered in Gorakhpur, Uttar Pradesh, the company established a sanitary napkin manufacturing unit in Gorakhpur, built using the latest machinery and state-of-the-art technology. To match global standards, Niine Sanitary Napkins has been designed after conducting in-depth research into the product for more than two years, with the support of experts from the United States who have extensive experience in the sanitation and hygiene product sector.
About the “Niine Movement”:
The Niine Movement is an ambitious 5-year plan that aims to tackle the taboos associated with menstruation by engaging all genders and ages to step forward and join hands to promote the importance of menstrual hygiene awareness. Understanding the need for collective effort to change mindsets, the Niine Movement intends to use its convening power to engage multi-sector groups in India – from governments, corporates and the NGO community – to sustain not only a discussion but encourage affirmative action on addressing menstrual hygiene management. To achieve its vision, the Niine Movement’s theory of change adopts a three-pronged approach by:
- Educating girls, women, boys and men of good menstrual hygiene practices.
- Enrolling citizens and existing menstrual hygiene product users in a supportive, taboo-free environment to create an open forum for discussion and deliberation.
- Enhancing the sanitation sector of India by providing the best quality menstrual hygiene products at appropriate prices.
Niine has a very inclusive and collaborative approach on spreading awareness on menstrual hygiene and it aims to achieve this through its tie-ups with Federation of Obstetric and Gynecological Societies of India and JCI India. The movement is being spearheaded by Mr Amar Tulsiyan, Founder of Niine Sanitary Napkins, Mr Sharat Khemka and Mr Gaurav Bathwal, who are the Co-Partners of Niine.