Gurugram, India: In a monumental initiative, Niine Sanitary Pads has brought menstrual hygiene awareness to the heart of India’s largest religious gathering—the Maha Kumbh Mela in Prayagraj. In collaboration with Vatsalya Seva Samiti and local authorities, Niine has distributed a staggering number of sanitary pads to women attendees, a number that continues to rise until the end of the Kumbh Mela.
This ensures that menstruation is no longer a barrier to participation in one of the world’s most significant cultural and spiritual events.Niine has consistently been a daring, homegrown challenger, driving meaningful conversations with initiatives like ‘Let’s Talk Period.’ This latest effort marks yet another significant milestone in that ongoing journey!
This initiative, which has gone viral across social media, is being hailed as a path-breaking movement in the fight against menstrual stigma. Videos of Niine’s volunteers distributing sanitary pads have captured the attention of millions, sparking conversations about accessibility, awareness, and the need for brands to drive real social change. The overwhelmingly positive response from women at the Kumbh, many expressing gratitude for an initiative that acknowledges their needs and provides a simple yet vital solution, is a testament to its success and impact on the ground.
“We believe that menstrual hygiene is essential to women’s health and dignity. By being present at the Maha Kumbh Mela, we are not just providing sanitary pads but fostering an environment where women feel empowered and supported. Our mission is to break the silence surrounding menstruation and promote awareness, ensuring every woman has the resources to participate fully in her community. This initiative is a testament to our commitment to social change and the importance of coming together to address the challenges women face everywhere. We hope this empowers women and encourages them to speak up about their needs,” says Gaurav Bathwal, Co-Founder of Niine.
“Menstrual hygiene is a fundamental right,” said Ameya Dangi, CEO of Niine. “We chose to be present at the Maha Kumbh Mela because access to sanitary pads is needed everywhere, more so at such large public gatherings where access to period care can be challenging for women attendees. Niine has always believed in using such public platforms to raise awareness on menstrual hygiene, and the Maha Kumbh Mela gives us such an opportunity.”
The presence of Niine at the Kumbh Mela for its entire duration is a strong statement in favour of normalizing menstruation and making menstrual hygiene accessible for all. While this initiative is gaining traction in urban areas, it is also empowering and encouraging for women from rural and semi-urban communities, many of whom face challenges in accessing sanitary products. It’s a step towards a more inclusive and understanding society.
Far from a mere CSR effort, Niine’s presence at the Maha Kumbh is a movement that changes perceptions, provides essential hygiene support, and ensures that menstruation does not remain a barrier to participation in public life. With this initiative gaining massive momentum, Niine reinforces its unwavering commitment to being a socially responsible brand committed to real change. This proves that society listens when brands like Niine step up for social causes, instilling confidence in the audience about the power of collective action.
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