Mumbai: Menstruation directly implies 'mother nature'; a live example of it is Goddess Kamakhya. However, most people around the world, still consider it an impurity, which results in isolation, shame, and danger for girls and women because of misinformation and stigma around their periods. India in that matter has been trying to be a bit more vocal than usual nowadays.
Discussing further on the issue, Indiantelevision.com in an email conversation with Sirona Hygiene co-founder and CEO Deep Bajaj collected insights on the brand’s significant efforts to highlight and revolutionalise menstrual hygiene and women’s intimate care.
Edited Excerpts:
On Sirona’s launch and the challenges when it comes to advocating menstrual hygiene, as this topic is still taboo in India
Sirona is India’s leading FEMTECH brand committed towards an exclusive objective, i.e. creating products and driving conversations around feminine hygiene problems and solving all your unaddressed problems from puberty to menopause. Sirona offers a range of menstrual hygiene products, including sanitary pads, tampons, and menstrual cups. It was launched in India in 2014 and has led a revolution in menstrual hygiene and women's health in the country. Sirona's introduction of a diverse range of menstrual hygiene products has played a significant role in challenging traditional norms and empowering women with more options and choices.
The challenges are associated with advocating menstrual hygiene in India, especially due to the taboo surrounding the topic.
Cultural taboos: Menstruation is surrounded by cultural taboos and stigma in many parts of India. Conversations about periods are often considered impure or shameful, leading to limited knowledge and awareness about menstrual hygiene.
Lack of education: A significant challenge in advocating menstrual hygiene is the lack of comprehensive education about menstruation. Many girls and women receive inadequate information about menstrual health, including the proper use of sanitary products and hygiene practices.
Limited access to sanitary products: Access to affordable and hygienic menstrual products can be challenging, particularly in rural areas and economically disadvantaged communities. Lack of accessibility hampers proper menstrual hygiene management.
Infrastructure and waste disposal: Proper infrastructure for managing menstrual waste, such as sanitary pad disposal systems, is often lacking in public places, schools, and households. This poses environmental and health challenges.
Gender stereotypes: Gender stereotypes and societal norms contribute to the lack of open dialogue about menstruation. Menstruation is often considered a women's issue, leading to limited involvement and support from male counterparts.
Social and religious practices: Certain social and religious practices restrict women and girls from participating in daily activities or visiting places of worship during menstruation, further perpetuating the notion of impurity and reinforcing the taboo.
Over the years, efforts have been made by Sirona through various activities, and initiatives to address these challenges. We focus on spreading awareness, providing education, and promoting the use of sustainable and affordable menstrual hygiene products. The aim is to break the silence, debunk myths, and empower women and girls to manage their periods safely, hygienically, and with dignity.
On the inspiration behind the #ReuseKaroSaveKaro campaign
The staggering statistics regarding sanitary pad waste cannot be ignored. Over seven billion pads ending up in landfills each year is a significant environmental concern. It is worth noting that each pad takes over 500 years to decompose, contributing to long-lasting landfill waste. In comparison, a 2016 CHOICE study found that menstrual cups and period underwear have a significantly lower environmental impact than tampons and pads. This reinforces the importance of adopting reusable menstrual products to reduce the negative environmental impact caused by disposable options.
Sirona's menstrual cup, with a lifespan of up to ten years, plays a vital role in the efforts to preserve our planet for future generations. By choosing reusable menstrual cups like Sirona's, individuals can make a meaningful contribution toward reducing waste and promoting sustainability. Sirona has sold almost 20 lakh menstrual cups till date.
Overall, Sirona's initiatives and campaigns serve as an inspiration for individuals to reconsider their menstruation practices and embrace more environmentally conscious choices. By encouraging the adoption of reusable menstrual products, Sirona is leading the way in creating a more sustainable future for all.
On ways to be more vocal about menstrual hygiene, especially in backward areas
Promoting menstrual hygiene and breaking the silence surrounding menstruation in backward areas can be a powerful step toward creating awareness and positive change. Here are some suggestions on how people can be more vocal about menstrual hygiene:
Education and awareness programs: Organising workshops, awareness sessions, and educational programs in schools, community centers, and local gatherings to provide accurate and comprehensive information about menstruation, menstrual hygiene practices, and the proper use of menstrual products.
Peer-to-Peer Education: To encourage peer-to-peer education by training and empowering young girls and women to become menstrual hygiene ambassadors. They can educate their peers and community members about menstrual hygiene, debunk myths, and address misconceptions.
Use local language and media: Utilise local languages, cultural symbols, and mediums such as folk songs, street plays, radio programs, and local media channels to deliver messages about menstrual hygiene. This helps in reaching a wider audience and connecting with the local community.
Involve men and boys: Engage men and boys in discussions around menstrual hygiene to promote gender equality and inclusive conversations. Emphasise that menstruation is a natural process and involve them as allies in breaking the stigma and supporting women and girls.
Collaborate with NGOs and organisations: Partner with local NGOs, women's organisations, and health institutions that work in the field of menstrual hygiene. Collaborative efforts can pool resources, expertise, and networks to create a more significant impact and reach.
Access to affordable menstrual products: Advocate for improved accessibility and affordability of menstrual hygiene products in backward areas. Work towards ensuring that a range of affordable and sustainable options, such as menstrual cups or reusable cloth pads, are readily available to women and girls.
Address infrastructure and waste management: Highlight the importance of proper infrastructure for menstrual hygiene management, including clean and private toilets, waste disposal systems, and access to clean water. Advocate for the implementation of such facilities in schools, public places, and households.
Empower women's self-help groups: Encourage the formation of women's self-help groups and provide them with training on manufacturing and promoting low-cost, eco-friendly menstrual hygiene products. This can create local employment opportunities and contribute to women's empowerment.
Social media and online platforms: Utilise social media platforms, blogs, and online communities to share information, personal stories, and educational content related to menstrual hygiene. These digital platforms can help reach a broader audience, including people in backward areas.
Remember, change takes time, and it requires a collective effort. By initiating conversations, providing education, and involving the community, we at Sirona contribute to breaking the silence and promoting menstrual hygiene in backward areas.
On Sirona addressing common misconceptions or concerns surrounding menstrual cups
Sirona, a popular choice for menstrual cups, addresses common misconceptions or concerns surrounding menstrual cups in several ways:
Education and awareness: Sirona focuses on educating people about menstrual cups and dispelling common misconceptions. They provide comprehensive information on their website, packaging, and marketing materials to ensure users have accurate knowledge about how menstrual cups work and their benefits.
Detailed usage instructions: Sirona includes detailed usage instructions with their menstrual cups, addressing concerns related to insertion, removal, and maintenance. They provide step-by-step guidance, illustrations, and even video tutorials to help users understand the proper way to use the cup.
Size and fit options: Menstrual cups come in different sizes and Sirona offers a range of options to accommodate different body types, flow levels, and age groups. They provide clear sizing guidelines to help users choose the right cup for their needs, ensuring a comfortable fit and minimising concerns about leakage or discomfort. Customers can take the Sirona Menstrual Cup Quiz to know their suitable size.
Comfort and convenience: Sirona emphasises the comfort and convenience of using their menstrual cups. They highlight the flexibility and softness of their cups, which are often made from medical-grade silicone, ensuring a comfortable and non-irritating experience. Sirona also emphasises that menstrual cups can be worn for up to eight hours, providing long-lasting protection without the need for frequent changes.
Safety and hygiene: Sirona addresses concerns about safety and hygiene by using high-quality materials that are non-toxic, hypoallergenic, and easy to clean. They provide instructions on proper sterilisation and cleaning techniques to maintain the cup's hygiene. Sirona also emphasises that using a menstrual cup can help reduce the risk of infections associated with traditional sanitary products like pads and tampons.
Environmental benefits: Sirona highlights the environmental advantages of menstrual cups. They emphasise that using a cup can significantly reduce waste compared to disposable pads and tampons, thereby contributing to a greener and more sustainable lifestyle.
Customer support: Sirona offers customer support channels, such as email, phone, or chat, to address any concerns or queries that users may have. They strive to provide prompt and helpful assistance to ensure users have a positive experience with their menstrual cups.
Online and offline sessions: Sirona health care experts also conduct sessions on menstrual cup adoptions. These sessions are done not only for the Sirona Hygiene Foundation but also for corporates, colleges, and schools to guide in menstrual cup adoption.
By actively addressing misconceptions and concerns through education, clear instructions, and customisation, emphasising comfort and convenience, promoting safety and hygiene, highlighting environmental benefits, and providing customer support, Sirona aims to alleviate worries and encourage more people to try and embrace menstrual cups.
On the contribution of reusable menstrual cups like Sirona's reducing waste along with ensuring safety and hygiene
Reusable menstrual cups, such as Sirona's, contribute significantly to reducing waste while ensuring safety and hygiene in several ways:
Waste reduction: Menstrual cups are designed to be reusable for an extended period, typically up to several years. Unlike disposable menstrual products like pads and tampons, which are discarded after a single use, menstrual cups significantly reduce the amount of waste generated. By using a menstrual cup, individuals can make a substantial contribution to reducing the environmental impact caused by disposable menstrual products.
Reduced single-use product consumption: The widespread use of disposable menstrual products contributes to a significant amount of waste. Menstrual cups help minimise the consumption of single-use products like pads and tampons. Since a menstrual cup can be reused for an extended period, there is no need to constantly purchase and dispose of disposable products, thereby reducing the overall waste generated.
Medical grade material: Sirona's reusable menstrual cup is made from medical-grade silicone which is safe for prolonged contact with the body. It is hypoallergenic, non-toxic, and does not contain harmful chemicals, such as chlorine or fragrances, which can be found in some disposable menstrual products. This helps ensure safety and minimises the risk of irritation or allergic reactions.
Proper fit and comfort: Menstrual cups come in various sizes and shapes to accommodate different body types and flow levels. Finding the right fit is crucial for comfort and preventing leakage. Sirona provides detailed instructions and guidelines to help users find the appropriate cup size and ensure a proper fit. A well-fitted cup enhances comfort and reliability, reducing the chances of leaks or discomfort during use.
Long-lasting and durable: Menstrual cups are designed to be durable and long-lasting. With proper care and maintenance, a single menstrual cup can be used for several years. This durability reduces the need for frequent replacements, resulting in less waste generation over time.
Hygienic and easy to clean: Menstrual cups are made from materials that can be easily cleaned and sterilised. Sirona cups, for example, can be sterilised in boiling water or cleaned with mild, unscented soap and warm water. Proper cleaning and maintenance helps maintain the cup's hygiene, ensuring safe and sanitary use during menstrual cycles.
Convenience and cost-effectiveness: Menstrual cups offer convenience and cost-effectiveness in the long run. Once purchased, a menstrual cup can be used for multiple menstrual cycles over 10 years without the need for repurchase or disposal. This not only reduces waste but also saves money for the user over time.
In summary, reusable menstrual cups like Sirona's contribute to waste reduction by minimising the consumption of single-use menstrual products. They ensure safety and hygiene by using biocompatible materials, providing proper fit and comfort, and being easy to clean. Additionally, they offer convenience and cost-effectiveness, making them an eco-friendly and sustainable alternative to disposable menstrual products.
On the effectiveness of reusable sanitary underwear for both hygiene and waste reduction, other than menstrual cups
Reusable sanitary underwear, also known as period panties, has gained popularity as an alternative to traditional disposable sanitary products. In terms of hygiene, the effectiveness of reusable sanitary underwear depends on several factors, including the quality of the product, proper usage, and personal hygiene practices.
Quality of the product: Reusable sanitary underwear is typically made from highly absorbent and leak-proof materials, such as organic cotton or bamboo fabric, with a moisture-wicking layer. High-quality period panties are designed to provide adequate protection and prevent leakage. It's important to choose reputable brands and ensure the underwear meets your specific needs.
Proper usage: To maintain hygiene, it is essential to follow the manufacturer's instructions for using and cleaning reusable sanitary underwear. Typically, period panties should be changed and washed regularly, similar to regular underwear. Some brands offer additional features like removable inserts or liners, which should be replaced as needed.
Personal hygiene practices: Just like with any menstrual product, maintaining good personal hygiene is crucial. This includes cleaning the genital area with water and mild soap during showers or baths and changing period panties as necessary to prevent odor and discomfort. It's also important to store used period panties in a hygienic manner until they can be washed.
However, it's important to note that the overall effectiveness of reusable sanitary underwear may vary from person to person. Factors such as flow intensity, comfort preferences, and individual anatomy can influence the experience and effectiveness of period panties. It may be beneficial to try different brands or styles to find the most suitable option for your specific needs.
Ultimately, reusable sanitary underwear can be an effective and eco-friendly alternative to disposable menstrual products, but it is important to prioritise personal hygiene and choose high-quality products that meet your requirements.
On regional/ vernacular messaging gaining importance and the campaigns in terms of local language and its nuances
Regional and vernacular penetration is becoming increasingly important in a country as culturally diverse as India. Mobile internet penetration in India has been pipped at 48.7 per cent of the total population with a rising youth demographic using smartphones to access the internet. Consumers are increasingly getting access to a wider universe and thus a campaign must speak to them all. We have taken special care to translate our campaign across four regional languages while maintaining the core messaging across the campaign. Across the country, being rooted in tradition is inherently part of our culture, thus the nuances may change on more complex campaigns, but with simple and straightforward messaging, they are effective.
On the long-term goals and objectives of Sirona's sustainability initiatives
Sirona has a mission to create societal change. Our company was founded with a vision to help women make more empowered hygiene choices. Our aim is not just to educate them on sustainability but to enable those decisions with access to the right products and services. On average, a woman may use approximately 11,000 to 16,000 pads throughout her lifetime. Considering that menstruation occurs monthly for several decades, the cumulative volume of menstrual pads disposed of is substantial. It is estimated that a single pad takes around 500 to 800 years to decompose. As a result, the disposal of pads in landfills leads to a steady accumulation of waste that occupies significant landfill space. Menstrual waste is an environmental problem and not just a ‘woman’s problem’. We want to be able to drive this understanding home and help millions of women across India make more informed choices for their own health and for the planet as well.
On the other hand, there are menstruators who do not have any suitable products for period management. The Sirona Hygiene Foundation offers education and encourages the adoption of menstrual cups amongst underprivileged menstruators across India. Sirona contributes Re 1 from each product sold towards such initiatives.
