In India, menstruation has been taboo till date. These taboos on menstruation present in many societies have an impact on the emotional state, mentality and lifestyle of girls and women and, most importantly, on their health. The challenge of addressing sociocultural taboos and beliefs about menstruation is compounded by girls' low levels of knowledge and understanding about puberty, menstruation, and reproductive health. This idea addresses the problem from the main issues, managing to generate conversations to educate from home, education for boys and girls in schools and self-knowledge of their body through a very important element/ritual in their culture such as tea, with in order to break these taboos from an early age to have more confident and empowered women.

BACKGROUND

Women who work at the heart of Unipads understand the need of other women for menstrual hygiene. Our products are made by women belonging to rural areas. Not only sisterhood is created but also livelihood for these employed women. And that's why we say, "Our business begins and ends by serving women." Based on the available evidence, it is pertinent to follow a strategic approach to combat the myths and social taboos associated with menstruation to improve the reproductive health of teenage girls and women. The first and main strategy in this sense is to sensitize teenagers in relation to menstrual health and hygiene. Our goal was to trigger conversations around menstruation in families, schools and social networks among all genders and ages.

IDEA

We created a kit of 28 tea sachets so that every day girls and women can unpack their emotions and the changes their bodies experience, educating them throughout the menstruation cycle. Each of the 28 teas was created with ingredients that help them better manage physical pain. It is a kit to discover with your parents, partner, friends, classmates and in this way demolish beliefs and myths that put their physical and mental health at risk, empowering them to have a healthier adult life.

THE STRATEGY

India is the main tea consumer in the world, traditional kitchens have used their medical benefits for a long time, it's a tradition than women learn since little through their families. Tea moment comes with rituals, gathered among  social circles based on trust where they share, and this was perfect for us for two reasons: first, because tea has many ingredients  that have properties that help control physical effects during menstruations; and second, because tea is enjoyed in company of partners and family. Therefore, through the world of tea, so familiar to them, we could create conversations that should also be familiar, looking to break taboos and myths, educating the girls of the future and empowering more women making them feel more secure of themselves. 

THE EXECUTION

Tea Cycle was launched on march 2023 at Nini’s Kitchen at Ahmedabad, where community leaders, influencers and key women figures from the region were invited.

We collaborated with Manav Sadhna NGO to spread awareness in community schools and centres.

On 2023 Tea Cycle was launched for Community students and adolescent girls at Gitamandir locality in Ahmedabad.

Sessions were conducted to raise awareness around periods, symptoms and open discussions around the topic at schools like Gyanjyot vidhyalay, Sarvoday Sankul, Kanya Chatralay, Adarash Nivasi, and 28 more within first week. 88 more schools are to be covered in Phase 1.

Unipads Kalyani model – Village level entrepreneur who sell reusable pads and raise awareness and answer any questions around periods at village level are now raising awareness around daily symptoms on menstrual cycle and how to the tea can help with discomfort. 158 villages will be covered in phase 1.