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.
