Publication:

How effective is the Menstrual Hygiene Scheme? An evaluation study from North India

Background Menstrual hygiene is not up to the mark for Indian women residing in rural areas. To increase the use of napkins a social marketing scheme was launched. As the program is in preliminary stage of implementation the factors influencing it need to be evaluated. Our study aimed to analyze the influencing factors of this scheme.

Methods A qualitative study was carried out during 2015 in a village of Northern India. Twenty in-depth interviews were carried out. Study design: It was a cross sectional study.

Results It was found that 80% women were aware about sanitary napkins. 79% was motivated. Use was only 30%. They perceived that sanitary napkin was beneficial to them. The ASHA workers were disappointed due to fewer margins of profit and irregular supply. The other stakeholders in the community were not actively involved in the implementation of this scheme.

Conclusions To conclude, there is a huge marketing potential of low cost napkins in rural India. The programme needs actively involvement of various stakeholders and to ensure regular supply of napkins.