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Tag: Niine

  • Niine pushes the envelope on sanitary pads, menstrual hygiene in Maha Kumbh Mela

    Niine pushes the envelope on sanitary pads, menstrual hygiene in Maha Kumbh Mela

    MUMBAI: There was a time when menstruation and religious ceremonies did not go together. When if a woman was having her periods she could not enter a temple. As she was “unclean.” No more. With the  wider availability of absorbent napkins and tampons, women need not be consider themselves unclean and could visit the temple even when they are menstruating.  

    Many contemporary Hindus argue that menstruation is a natural biological process and should not bar women from worship. Some temples, including progressive shrines, have openly welcomed menstruating women to challenge the stigma. This practice, though still followed in many places, is increasingly being questioned as education and awareness about menstrual health grow.

    Taking a step further in this direction,  Niine Sanitary Pads which has brought menstrual hygiene to the forefront at India’s largest religious gathering, the Maha Kumbh Mela in Prayagraj.

    Collaborating with Vatsalya Seva Samiti and local authorities, the brand has distributed thousands of sanitary pads to women attendees, with numbers expected to rise by the event’s conclusion.

    This initiative aims to ensure menstruation is not a barrier to participation in the spiritual event. Niine, known for driving conversations on menstrual health through campaigns like ‘Let’s Talk Period,’ has been widely praised for its effort. Videos of volunteers distributing sanitary pads have gone viral on social media, sparking conversations about menstrual awareness and accessibility.

    “We believe menstrual hygiene is essential to women’s health and dignity,” said Niine co-founder Gaurav Bathwal. “By being present at the Maha Kumbh Mela, we aim to foster an environment where women feel empowered and supported.”

    Niine CEO Ameya Dangi  added: “Access to sanitary pads is crucial, especially at large public gatherings. We have always believed in using such platforms to raise awareness about menstrual hygiene.”

    The initiative has received overwhelming appreciation from women attendees, many expressing gratitude for the essential support. It is particularly significant for rural and semi-urban communities, where access to sanitary products remains limited.

    Far from a simple CSR activity, Niine’s efforts at the Kumbh are being hailed as a movement to normalise menstruation and promote menstrual hygiene. By taking this bold step, the brand continues to demonstrate its commitment to fostering social change and empowering women.

  • Niine launches exclusive campaign on Bolo Indya

    Niine launches exclusive campaign on Bolo Indya

    NEW DELHI: Bolo Indya, the fastest growing short-form video content platform has partnered with Niine, the leading hygiene and personal Care brand as its “hygiene partner” to create social awareness on “menstrual hygiene” amongst its women users on the platform.

    As part of the partnership, Niine launches  #letstalk periods- 7 days campaign, starting from 11 October exclusively on the Bolo Indya platform, invites users and creators to post engaging video content, highlighting various myths around menstruation while also challenging the country’s entrenched taboos about menstruation.

    During the campaign, Niine will also be posting various experts' videos on their official page on the Bolo Indya platform to create awareness on menstrual hygiene and share valuable tips on the subject.

    Bolo Indya co-founder and CEO Varun Saxena said, “We take pride in joining hands with a responsible brand like Niine who is tirelessly working towards bringing social awareness around the much neglected subject of women’s personal hygiene in the Country. 42 per cent videos created on a daily basis are by female Bolo Indyans who on an average have 100K+ follower base, thus would act as the perfect influencers to convey the message to deeper towns and cities of India”. “On the sidelines of International girl child day, we at Bolo Indya remain committed to join Niine in this important mission to eradicate the social taboo around menstrual hygiene” he further added. 

    Niine co-founder Sharat said, “Awareness about menstrual hygiene is a must and our partnership with Bolo Indya will ensure a wider reach amongst tier 2/3 cities where menstruation still remains as a taboo. It’s time the masses talk period”

    “Niine’s campaign, #LetsTalkPeriods aims at breaking the taboos around Menstruation and encourages both men and women to talk about it openly. Bolo Indya provides us a platform to change mindsets and take a stand for women and girls for their menstrual hygiene” He further added.

    How to participate in the campaign

    ●        Open Bolo Indya app

    ●        Click on #Letstalkperiods hashtag to participate

    ●        Users can create original engaging video content with songs having red in it

    ●        Women users can also switch their profile picture wearing red and post videos celebrating menstruation, while discussing the myths associated with it in an engaging way.  

    ●        Share, reshare the content created on the platform via other social media handles such as Instagram, youtube etc tagging Bolo Indya and Niine for enhancing the reach and engagement

    Daily winners will be announced by Bolo Indya on the platform as well as other official social media handles of Bolo Indya and Niine basis the content quality, its reach and engagement and  will get goodies and gift hampers from Niine.

    Bolo Indya is the fastest growing short-video content platform with over 65 monthly active users and is present in over 14 languages in the Country. Niine Hygiene and Personal Care has been actively working and are committed towards making menstrual hygiene accessible to all. Niine is also the principal sponsor for Rajasthan Royals, for the Indian Premier League 2020 this year.

  • Niine launches period tracker app in Hindi, English

    Niine launches period tracker app in Hindi, English

    MUMBAI: Made-in-India sanitary napkin brand Niine has launched, in collaboration with Federation of Obstetric and Gynaecological Societies of India (FOGSI), a period tracker app.  The app has been developed in consultation with medical professionals and is said to be the first to be developed by a sanitary napkin brand in India. The app is available on Google Play and iOS for download and works in Hindi as well as English language.

    As per the brand, the Niine Period Tracker is the solution for girls and women across India who want to move past the ‘taboo’, which menstrual hygiene is in the country, and become more aware of their body’s functions and their natural menstrual cycle. Offering convenience to women and girls, the app initially asks for the user’s age, date of last period and how long their averaged period lasts. Once this is complete, users are able to the keep a log which helps the app to generate its prediction for the following month.

    Speaking about the launch of the Niine Period Tracker app, Niine Sanitary Napkins CEO Richa Singh said, “The Niine Period Tracker app builds on Niine’s already formidable reputation as a challenger brand, now becoming the first sanitary napkin brand to launch a period tracker app. We are also leading the way in innovation in the field with the app’s Amazon integration, making it easier than ever to order sanitary napkins through the app when supplies are running low. With this app, we are giving women across India more control over how they manage their periods, and are helping them to learn more about how their own bodies work.”

    Discussing the significance of the app, Niine Sanitary Napkins founder Amar Tulsiyan said, “I am delighted that women and girls across India can now access the Niine Period Tracker, the first such app from a sanitary napkin company. This leap into the digital sector marks a significant moment for the Niine Movement. 71% of girls in India have no knowledge of menstruation before their first period. This can help to embed the stigma in later life, which is why it is important that they learn to have a healthy relationship with their menstrual cycle. Having the ability to track your own period is an immensely empowering resource for women, and I believe the app embodies Niine’s aim to spread menstrual hygiene awareness through education, enrolment and enhancement.”

  • Niine to disrupt sanitary market with affordable pads

    Niine to disrupt sanitary market with affordable pads

    MUMBAI: It may seem unlikely to many that a monthly phenomenon, which lasts for five days on an average, could fuel a billion dollar market. But, brace yourself, as the global feminine hygiene products market is expected to grow over $36 billion in the next six years.

    However, India only comprises 1.5 per cent of this market that largely sells sanitary napkins while products like tampons and menstrual cups are still alien here. The sanitary napkin market is really small at the moment with Whisper and Stayfree dominating the market with 50 per cent and 35 per cent market share respectively.

    Bollywood actor Akshay Kumar tried starting a conversation about the need to use sanitary pads in his movie Padman but that didn’t seem to move a needle! Awards and Box office collection don’t often lead to awareness.

    To state some facts, on an average, India has over 35,50,00,000 menstruating women and girls in India of which 71 per cent have no knowledge of menstruation before their first period.

    The use of sanitary napkins in India is still low as only 18 per cent female use sanitary napkins and 88 per cent predominantly use alternatives such as an old cloth, rags, hay, sand or ash.

    Padman, inspired by Tamil Nadu’s Arunachalam Murugananthanam, who pioneered low-cost sanitary napkins for women, led to the launch of Niine sanitary napkins in partnership with Uttar Pradesh government. With an initial investment of Rs 80 crore, the company manufactures and sells sanitary pads in rural India for as low as Rs 25 for seven pads which is the lowest in India.

    With only one manufacturing unit in Gorakhpur, UP, the company is optimistic to overthrow the market leaders in tier II and tier III towns with its low cost product. This may actually come true as the price point of market leaders Whisper and Stayfree products is still higher at Rs 30 for 7 pads.

    Cost of Menstruation In India

     

    Brand

    Price Per      Pack Of 7

    Quantity Per Cycle 

     Monthly

     (1 Cycle)

    1 Year

    (12 Cycles)

    5 Years 

    (60 Cycles)

    Lifetime

     (420 Cycles)

    NIINE 

    Rs 25

    10 Pads 

    Rs 35 

    Rs 420

    Rs 2,135

    Rs 14,700

    Whisper 

    Rs 29

    10 Pads 

    Rs 40

    Rs 480

    Rs 2,400

    Rs 16,800

    StayFree 

    Rs 30

    10 pads 

    Rs 43

    Rs 516

    Rs 2,580

    Rs 18,060

    Our neighbouring country, China, has the same population as India (over 1.35 Billion) but its sanitary napkin market is worth Rs 6,500 crore annually whereas India stands at only Rs 4,000 crore. Since only 18 per cent female uses sanitary napkins in India, the scope here is humongous.

    Even though the market penetration is quite low in India, the industry has been growing at a steady 25 per cent Y-O-Y and Nine aims to become a Rs 5,000 crore brand in the next five years.

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    The name Niine comes from nine months of pregnancy every woman is likely to go through.

    One of the biggest drawbacks of sanitary pads and the reason why women (especially in smaller towns) refrain from using pads and would rather use cloth or ash is disposal. Sanitary pads usually don’t come with a disposable bag and throwing it away just by itself or wrapped in a paper is inconvenient and often embarrassing. Manufacturers don’t include disposable bags as it comes as an extra cost for them. Niine pads claim to have addressed the issue of disposable bags and come with seven disposable bags.

    Even though the company was launched only in May 2018, founder Amar Tulsiyan expects to capture10-15 per cent of the market share by 2021 and is on track with a projection of Rs 240 crore sales by 2020.

    The company started its first phase of operations in Jharkhand, Bihar, UP, Delhi, NCR and West Bengal and wants to cover the rest of North and South India in the second phase of distribution. Niine products are also available on e-commerce website Amazon along with modern trade outlets like Big Bazaar. It is also negotiating with retail outlet Spencers.

    While Nine fulfils the 3Ps of marketing, the fourth “P” is the most crucial one – promotion. Promotion is nothing else but creating awareness about your product. But how does one create awareness in smaller towns where mobile penetration is still abysmal and television ads don’t work. Solution? Word of mouth and free samples! The company has tied up with several gynaecologists and doctors to create awareness about the product and hygienic sanitary pads along with school seminars and sessions.

    Additionally, the brand will launch a dedicated mobile app to track periods. Tulsiyan said, “We will develop a mobile app for period tracker in English, Hindi and other regional languages along with a blog on information about periods and cures for period pain. This will help us in better customer engagement.”

     

    Since fluffy pads capture 70 per cent of the market in India, it will be the company’s core focus for the next few years. The company will also launch its premium product ultra thin napkins by October 2018 to target the urban consumer.

     

    With competition from local vendors and multinational players like Whisper and Stayfree, Niine will really have to up its ante to make a dent in the market.

     

     

  • Niine Sanitary Napkins shows brothers a useful Raksha Bandhan gift for sisters

    Niine Sanitary Napkins shows brothers a useful Raksha Bandhan gift for sisters

    MUMBAI: The challenger Indian menstrual hygiene brand Niine Sanitary Napkins has unveiled a new video campaign this Raksha Bandhan holiday, encouraging brothers to give the gift of menstrual health, hygiene and dignity to their sisters.

    Niine Sanitary Napkins launched in India this year with a mission to provide wide access to a high quality, appropriately priced sanitary product to menstruating girls and women across rural and urban India, including in hard to reach areas and communities such as tribal. The video campaign released by Niine Sanitary Napkins is the latest initiative by the Niine Movement, an ambitious five-year plan aimed at raising awareness on the importance of menstrual hygiene and tackling the taboos associated with menstruation.

    In the spirit of the festival, Niine Movement’s new film has been produced by the creative agency Anomalous, with the brief being to encourage siblings to talk freely about periods and break the stigma that surrounds it.

    Speaking about the concept of the film, creative director Ankita Gupta said: “Raksha Bandhan is a festival that celebrates the love and devotion of a brother and his sister. With the right balance of emotions, the film brings to light that a brother’s role as his sister’s protector should not end at just shielding her from getting in trouble with their parents or the real life bad guys, but by also providing her with the basic necessities to live a healthy and dignified life. We hope this film will enable siblings to talk freely about periods and break the stigma that surrounds it.”

    Using the hashtag #SurakshaBandhan, the film tells boys and men to think about giving their sisters a present that matters more than money or other traditional gifts, and give the gift of good health, hygiene and dignity with a Niine.

    Niine Movement founder Amar Tulsiyan says, “From no girl child missing school because of a lack of sanitary napkin access to no infections because of poor menstrual hygiene, increasing awareness of sanitary napkins will only have positive effects for women and girls. The only way we can do this is through talking to men and boys too and letting them know that by helping your daughters and sisters access sanitary napkins, you are protecting them. We need to bridge the gap and encourage both men and women to not just talk about menstrual hygiene but also encourage women to use sanitary napkins.”

    Despite menstruation being an experience lived by as many as 355 million girls and women in India, approximately only 18 per cent of them currently use sanitary napkins with approximately 82 per cent of women often reverting to unhygienic and unsafe alternatives such as old cloths, rags, hay and even ash. The reasons behind this staggering statistic include decades of archaic attitudes and stigma surrounding menstruation, the lack of choice and accessibility for safe and affordable sanitary products and the limited awareness of the importance of proper menstrual hygiene management; even amongst the 18 per cent, some are still unaware of maintaining proper genital hygiene and the correct usage of the product, often overusing sanitary napkins.

    With more than 90 per cent of India not having an adequate waste disposal system, a major deterrent for girls and women not to use sanitary napkins is the lack of disposal facilities. Niine will be the first brand in India to provide free disposal bags along with its product.